About The Event

We developed this fantastic new product according to the very best practice in new product development, but then it fails miserably on the market. What went wrong? How could we misperceive consumer needs and wants so grossly?

We know all about healthy eating, and we have invested millions in telling consumers what is healthy and what is less healthy when it comes to eating. Still many consumers have an unhealthy diet. What is it that we do not understand about how consumers make choices of food?

Can research providing insights on consumer behaviour help giving answers to questions like this? Much of consumer insight work is based on interviews and questionnaires. Can we trust what people are saying? Are there better ways of generating consumer insights on their food experience and choices?

In this one-day workshop, participants will be acquainted with state-of-the-art techniques for generating insights from an applied perspective. We will showcase techniques and examples of research that can help understand how consumers behave when it comes to food, and how these techniques can be used in the context of new product development and public policy measures aimed at furthering healthy and sustainable food choices. Participants are encouraged to file their own specific problems with understanding food-related consumer behaviour before and during the workshop, and tailored advice will be provided to participants.

This  event  is  putting  together  the  know-how  of  EIT Food's  partner orgnisations from Aarhus University, VTT and University of Warsaw.



6 PM - 9 PM

Dinner and networking at Vandrehallen, Nordre Ringgade 4 , building 1410, room 1412 

6 june 

9:00 am - 9:30 AM

Tåsingegade 3, Auditorium 1, building 1441, room 012


9:30 am - 9:35 AM

Welcome speech by Marja-Liisa Meurice, Director of EIT Food CLC NE (regional office for Northern and Eastern Europe)

9:35 am - 9:50 AM

EIT Food, future proofing the food system together with consumers by Saskia Nuijten, EIT Food Director of Communication 

9:50 am - 10:20 AM

The analysis of food-related consumer behaviour: Scope and trends by Klaus G. Grunert, Aarhus University and Dominika Maison, University of Warsaw

10:20 am - 11:20 AM

Consumer food choice:  Fundamental insights and toolbox by Jacob Orquin, Aarhus University and Sari Järvinen, VTT

11:20 am - 12:20 AM

Consumer food experience: Fundamental insights and toolbox by Derek Byrne, Aarhus University and Kyösti Pennanen, VTT

12:20 am - 13:20 AM

   Lunch at Stakladen, Frederik Nielsens Vej 2

13:20 am - 14:20 AM

Ideation session

14:20 am - 15:20 AM

Integrating consumer insights into the new product development process by Dominika Maison, University of Warsaw and Marija Banovic, Aarhus University

15:20 am - 16:20 AM

Generating consumer insights in experiments on consumer behaviour towards healthy and sustainable choices by Jessica Aschemann-Witzel, Aarhus University and Anne O. Peschel, Aarhus University

16:20 am - 16:35 AM

Summary of the day by Klaus G. Grunert, Aarhus University


Sari Järvinen

Senior scientist, VTT Technical Research Centre of Finland

Her research interest is on measurement and understanding of human behaviour. Adoption of novel sensor technologies has a major role in this work. During the last years in many projects the aim has been to analyse customer behaviour in brick-and-mortar retail or restaurants.

Kyösti Pennanen

Senior scientist at VTT Technical Research Centre of Finland

His research focuses on how new technologies can be utilised in promoting healthy food consumption habits and how consumers’ perceive and accept new food products.

Anne Odile Peschel

Assistant Professor at the Department of Management, Aarhus University

Her research focuses on the application of experiments and quantitative approaches in food consumer behavior, with a particular focus on consumer acceptance and valuation of sustainable product alternatives. In addition to her own research, she serves on the Human Subjects Committee of Aarhus University’s Cognition and Behaviour Lab to approve experiments from an ethical perspective. Her research has been published in journals such as Ecological Economics, Journal of Behavioral and Experimental Economics or Food Quality and Preference.

Klaus G Grunert

Professor of MarketinG, founder and director of the MAPP Research Center, Aarhus University

He has done extensive research in the area of consumer behaviour, mostly with regard to food, and in making consumer insight useful in areas like new product development, market communication and public policy campaigns aimed at healthy eating or other socially desirable behaviours. In particular, he has done research on quality perception and food choice, healthy eating, effects of nutrition labeling and of health claims, public acceptance of biotechnology, on how insight into consumer behaviour feeds into product development processes in food producing companies, and on competence development in the food industry. As director of MAPP, he has carried out more than 80 collaboration projects with the food industry, including several pan-European studies, and has participated in or led numerous EU FP projects. Having an h-index of 70, he is the author of 12 books, more than 200 academic papers in international refereed journals and numerous other publications. Klaus is a past president of the European Marketing Academy and was professor of the European Institute for Advanced Studies in Management.

 Jacob Lund Orquin

Professor at Department of Management/MAPP, Aarhus University,

His main research interest is the intersection between decision-making and eye movement control. He has published in top journals in psychology and business such as Psychological Science, Psychological Bulletin, Acta Psychologica, Journal of Business Research and Journal of Business Ethics. Jacob is also associate editor at Acta Psychologica and guest editor at Journal of Business Research.

Jessica Aschemann-Witzel

Professor at Department of Management/MAPP, Aarhus University

Her research focuses on marketing and consumer behaviour challenges along the supply chain of fast moving consumer goods in general and food in specific. She is especially interested in issues around health and sustainability and opportunities for improvements to the benefit of society, through responsible, future oriented and customer-focused marketing.

Derek V. Byrne

Professor of Sensory and Consumer Science, AARHUS UNIVERSITY

Sensory research at the Food Quality Perception & Society Science Team (FQS) at Aarhus University Denmark, focuses on innovation in food quality through human perception. Our approach is via a cross-disciplinary synergy of multisensory human food analysis, experimental psychology, physiological responses and cognitive neuroscience with partners. This multidisciplinary synergy is uniquely applied in the design and development of high quality, better-tasting, more stimulating, more memorable, and healthier food and drink experiences. As a team we work in all product categories across the food chain, from primary production to food processing and on to eating and retailing scenarios with the consumer.

Marija Banovic

Associate Professor at MAPP Centre, Department of Management, Aarhus University

Marija’s main research focus is consumer food-related behaviour, decision-making and perception, and factors influencing consumers’ food acceptance. Marija authored or co-authored various peer-reviewed journal articles and book chapters on food-related behaviours. Marija is a lecturer in the areas of Economic Psychology, Consumer Behaviour, and Marketing Research Methods at BSc and MSc levels. Marija is(was) involved in various EU projects (e.g. OATPRO; FUNPRO; DIVERSIFY; MedAID), where she is responsible researcher on working packages related to consumer and market research with main focus on food quality and new product development. She has previously worked as a Postdoctoral Researcher in Agricultural and Behavioural Economics at School of Agricultural, University College Dublin in Ireland and NOVA School of Business and Economics in Portugal.”

Dominika Maison

Professor of psychology, dean of the Faculty of Psychology, University of WARSAW

Her main scientific research is connected to unconscious consumer processes, financial psychology and methodology of marketing research. Next to her academic work, from the early 90's she is engaged in marketing research and successfully combining science with practice. In 2005 she founded a market research company Maison&Partners specialized in strategic consumer research. She is the author of numerous publications in journals and books, two recent ones: “The Psychology of Consumer Financial Behavior” (Sprinder 2019) and “Qualitative Marketing Research. Understanding Consumer Behaviour” (Routledge, 2019). She is regularly invited to radio and television as an expert in financial behaviours, consumer psychology, and marketing research.

In 2003-2008 she was the president of The Polish Society of Market and Opinion Researchers (PTBRiO), in 2009-2013 she was an ESOMAR representative for Poland – the largest international organization dealing with opinion and marketing research (European Society for Opinion and Marketing Research). She is a member of SCP (Society for Consumer Psychology), QRCA – Qualitative Research Consultant Association, ACR – Association for Consumer Research and IAREP – International Research in Economic Psychology.

Saskia Nuijten


Saskia Nuijten is a global communication leader with broad experience of over 15 years in the field of Communications, Branding and Marketing at (food) technology-focussed multinationals. In September 2017 she joined EIT Food, in the role of Director of Communication. Before she worked as Corporate Communications Director at Corbion and Global Marketing/Communication Manager at DSM Food Specialties.


Aarhus, Denmark

Conference on 6 June: Aarhus University, Tåsingegade 3, 8000 Aarhus C, Auditorium 1, building 1441, room 012

Dinner on 5 June: Aarhus University, Vandrehallen,  Nordre Ringgade 4, building 1410, room 1412, 8000 Aarhus C

Lunch on 6 June: Stakladen, Frederik Nielsens Vej 2, 8000 Aarhus C

Hotels in Aarhus:

The rates include breakfast and depend on single or double occupancy and are subject to availability.

Scandic Aarhus City (4*) DKK 1395 -1595
[email protected] and mention the booking code BEIT050619

Scandic The Mayor (4*) DKK 1295 - 1495
[email protected] and mention the booking code BEIT050619

Hotel Ritz Aarhus City (3*) DKK 995 - 1095
[email protected] and mention EIT Food

Comwell Aarhus (4*) DKK 1298 - 1498
[email protected] and mention EIT Food

Travelling to Aarhus

Fly directly or through a connecting flight to Aarhus or Billund airports. Detailed information on travels can be found here

Getting to Aarhus University

Getting from the city centre to the university is easy by train (Letbanen in Danish). From the central train station, you can catch the train to the university. Get off at the stop ‘Aarhus Universitet (Ringgaden)’. Tickets for a ride within the city costs 22 DKK. Remember to buy your ticket before entering Letbanen because you cannot buy tickets on the train. The vending machines accept Visa, MasterCard, Maestro and JCB, but no cash. 

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