NFOK23000U Food and Meal Consumer Research

Volume 2023/2024

MSc Programme in Integrated Food Studies

MSc Programme in Food Innovation and Health

MSc Programme in Food Science and Technology


An introduction to food consumer research as a scientific discipline that deals in a multi-disciplinary way with the understanding of the food choices made by consumers. Focus will be on presenting general and current food consumer research highlighting the importance of product cues (healthiness, sustainability and ethics) for consumer’s choices. Further, the course will introduce examples of consumer driven food innovation using relevant consumer methodologies.

An introduction to consumer perception and evaluation of foods and meals will be given. Drawing on relevant theories of food choice, the students will practically implement them in food consumer research. At the end of the course, students would have designed and conducted their own consumer research based on the course curriculum. More specifically, the students will design and carry out a consumer survey, analyse their data using the appropriate statistical methods and software (R/R Studio). The research will be communicated written and orally.

Learning Outcome

After the completion of the course the student will have acquired the following knowledge, skills and competences


  • Understand and describe food consumer science
  • Understand and explain the design, testing and implementation of a questionnaire based consumer survey
  • Indicate the appropriate methods for consumer survey data analysis (descriptive and inferential statistics)
  • Understand the role of food marketing on consumer decision making.



  • Apply relevant consumer behaviour theories around food issues in the formulation, design of questionnaires and in planning data analysis
  • Design consumer research taking in to account GDPR, sustainablity, health and ethical considerations
  • Administer questionnaires and collect consumer data using IT platforms
  • Apply principles of experimental design and statistical evaluation of consumer information
  • Conduct consumer evaluation of foods and meals
  • Identify consumer segments by e.g. their socio-economic status, their attitudes, values, knowledge, hedonic responses to foods, liking of food products, etc.
  • Use consumer research to support marketing strategies in food companies
  • Communicate research results in scientific writing.



  • Provide evidence-based advice to the food sector, the public sector and the societal actors regarding the relevant consumer segments
  • Study consumer behaviour in relation to food and meals, taking into account individual characteristics
  • Reflect scientifically on consumer issues (e.g. health, sustainability, ethics)
  • Handle data following national and international ethical and GDPR standards
  • Collaborate and contribute effectively in group work.

See Absalon for a list of course literature.


It is recommended to have basic statistical knowledge and to be acquainted with R software.
It is recommended to have understanding of the determinants of food intake and food choices.
It is recommended to have knowledge about sociology of food and eating, and introduction to social science methods.
Academic qualifications equivalent to a BSc degree is recommended.
The course with consists of lectures, exercises and group work.
Lectures are designed to encourage participation and support active student learning giving relevant examples of consumer research. Problem-based learning approach will be implemented to enable students to apply the knowledge, skills and competences of the course in solving a specific practical challenge.
For the data analysis in this course you need a laptop and download R and R Studio.
  • Category
  • Hours
  • Lectures
  • 42
  • Preparation
  • 74
  • Exercises
  • 20
  • E-Learning
  • 2
  • Project work
  • 62
  • Guidance
  • 4
  • Exam
  • 2
  • Total
  • 206
Continuous feedback during the course of the semester
Peer feedback (Students give each other feedback)
7,5 ECTS
Type of assessment
Written examination, 2 hours under invigilation
Written assignment, during the course
Type of assessment details
The exam grade comprises of two parts, a challenge document/report and an individual written exam.
The challenge document/report in groups with clear indication of each student's individual contribution (50% of the grade).
The individual written examination, which will be a multiple choice questionnaire (50% of the grade).

Both parts must be passed in order for the student to pass the course.
Exam registration requirements

Oral presentation of the course challenge document/report.

All aids allowed
Marking scale
7-point grading scale
Censorship form
No external censorship
Several internal examiners.

Same as ordinary.

Any previously passed part of the exam will count in the re-exam (50% of the grade). A failed challenge document/report has to be edited and re-submitted two weeks before the date of the re-examination.

If 10 or fewer register for the written re-examination (50% of the grade) the examination form will be 100% oral. The oral exam will be 20 minutes in the course curriculum, no preparation time and all aids allowed.

Criteria for exam assesment

See Learning Outcome