Research

Philisophy

The essence of my research can be captured by the phrase: ‘uncovering the complexity of consumers’ food-related experiences.’ Although I have a background in Food Science and Sensory Analysis, I today consider myself to be a consumer behaviour scientist. However, I still draw on my roots, as well as an array of disciplines from the natural and social sciences. Consumer behaviour is very complex, in particular in relation to food, and I believe it is best researched through an interdisciplinary and multi-method approach. This on its own is, however, not enough. I consider it critically important that research methods be tailored for use in food-related applications. Whenever possible, I therefore direct my research to address methodological issues.

The figure below is an attempt at situating what I do - which is to uncover the complexity of consumers’ food-related experiences - within the philosophy directing my approach to research, while at the same time capturing the research themes that direct my work.

Positioned at the centre of the figure is the summary statement about my research - ‘uncovering the complexity of consumers’ food-related experiences.’ This is underpinned by four research themes – ‘sensory perception and acceptance’, ‘non-sensory influences’, ‘attitude and behaviour’, and ‘individual differences’ – and I have been or am active in all of these. Although not clearly illustrated, I see the themes jointly contributing to the uncovering of the complexity of consumers’ food-related experiences. In other words, I think this is such a difficult task that a holistic perspective cannot be gained from research in one theme only. A vast number of influences impact on consumers’ food-related experiences and understanding the dynamic interrelationship between these is ‘the holy grail.’

Using colour, I have tried to show in the figure, that research methodology (black colour) and an interdisciplinary approach to research (white colour), are two underlying ‘principles’ that further guide my work. I seem them as combining to form a platform (black + while = grey) on which the work within the specific research themes rest.

Not captured in the figure, but a part of my way of thinking more broadly about research, is the topic of research training. I believe this is very important if we want to grow the relevance of our field, in scholarly, as well as applied spheres. I have experienced how in many social science disciplines, a compulsory component of PhD research is that candidates must take and pass up to a year’s worth of taught papers on key topics within the discipline. These invariably include research methodology, and statistical training. Knowledge about a broad range of methods, quantitative, as well as qualitative, and skills to analyse the data collected with different methods is, in my view the foundation to building a tool-box of approaches that enable researchers to address complex research questions. Naturally, it is not only PhD candidates that can benefit from formal training, and where I have had the opportunity, it had been a privilege to work with companies and research groups in this regard. It is something I intend to do more of in the future.

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