Meet our new Professor2012-05-04
Hello Per Kristensson, researcher at CTF! You have been promoted to Professor at Karlstad University. Can you tell us about your research?
- My area of research is in psychology and I look at how people, as customers or users think, feel and act when they buy goods and services from businesses. Research within Consumer Psychology is not as widespread Sweden as it is in other countries such as for example in the U.S.
Why is this interesting?
- The research is important because it creates an understanding of the benefits customers (consumers, users, patients etc.) experience when they use products. This is the main reason why customers return, and buy again, or tell people close to them about their experiences. Too many companies are focused on what they offer when they instead should be thinking about what value the customer wants to experience.
What are you working on right now?
- I am involved in a number of projects that deal with decision making in stores. In addition, I am also involved in a project that is studying and trying to provide service innovation. I also frequently hold lectures and seminars on universities and businesses all over Scandinavia.
You can follow Per Kristensson on Twitter and read more on his website