Welcome to Renown Insights, my personal space on the web. I’m Mike Nicholson, a consumer psychologist and marketing professor at Durham University Business School in the UK, where I also ‘earn my keep’ (administratively-speaking) as Associate Dean. In this space, you will find news about current projects, features on consumer psychology and retail marketing, as well as informed commentary on the fast-moving consumer goods (FMCG) sector. Normal ‘health warnings’ and disclaimers apply – all views expressed are merely my personal ones, not those of my institution, and so on.
All blogs are, by definition, somewhat self-indulgent and Renown Insights is no exception. I have a particular passion for shopper marketing and the increasingly innovative ways consumer psychology is now being leveraged to enhance those “essential moments” in the customer journey. With this in mind, both for general interest and to hopefully stimulate new conversations with industry, I shall be presenting a series of briefing notes and thought pieces on what I now term shopper psychology in the resources section of this blog.