MC5077 - Consumer Insights (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||
| Module title | Consumer Insights | ||||||||
| Module level | Intermediate (05) | ||||||||
| Credit rating for module | 15 | ||||||||
| School | Guildhall School of Business and Law | ||||||||
| Total study hours | 150 | ||||||||
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| Assessment components |
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| Running in 2026/27(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
Effective marketing management requires the ability to understand consumer needs, influences and predict how consumers will behave within a given market situation. Marketers need an in-depth understanding and critical appreciation of customer responses to products, services and marketing offering. You will be provided with an in-depth and critical understanding of consumer insight and how it informs marketing practices. The module examines the various determinants of consumer behaviour; you will be introduced and examine the theories and influences of buyer behaviour and their application to managerial decision-making. In addition, you will build on an appreciation data collection, and the market research processes methods and metrics used to gain consumer insight for informed effective marketing decisions.
This module aims to develop a critical understanding of the importance of studying and understanding buyer behaviour. The development of data collection, market research, technical skills and their contribution to the marketing function in consumer insights. The module has been designed to equip & develop employability work-ready skills for the marketing industry.
The module also aims to assist students in the acquisition of the following skills:
1. Digital literacy and IT skills
2. Researching & analysing
3. Application of knowledge and presenting data
5. Critical thinking
6. Academic writing
Prior learning requirements
Level 4 Marketing module prerequisite
YES. Available to study abroad students
Syllabus
Consumer Insights -Influential factors affecting consumer behaviour Micro view of consumption (LO1)
The individual psychological processes and influence on consumer and decision making & buying behaviour
Motivation, decision making & Involvement, learning and, memory, perception, attitudes and attitude change, personality, lifestyles, emotions, self-image & identity. The ethical consumer
Marco view of consumption (LO1)
The group influence on consumer and decision making & buying behaviour
Groups, social process, culture
Organizational Data sources & capture for customer centric strategies (LO2)
Customer journeys and touch points- data capture - acquisition, conversion & retention.
Sales data
Patterns of buyer behaviour, consumer experience.
Loyalty & lifetime value & segmentation
CRM, methods and metrics lifetime value RFM /FRAC metrics
Customer service data
Social listening
Web analytics
Consumer Insights- Methods of measuring & monitoring Consumer experiences & behaviour LO3
Primary secondary research
Consumer data sources & data capture instruments
Quantitative Qualitative research methods
• Qualitative research approaches and techniques – Focus groups, interviews, observation, diary methods, projective techniques, ethnographic, Internet approaches for qualitative research.
• Quantitative research approaches and techniques- sampling, questionnaire design Survey, Internet surveys
• Ethical codes of practice in researching consumers
Analyse and evaluate insights (LO4)
Evaluating secondary information & organisational data collection
Methods of analysing Quantitative & Qualitative research methods
Balance of independent study and scheduled teaching activity
The module will be delivered over a 12-week period and consists of 1 hour lecture and 2 hours seminars each week. The lectures will focus on key theories, concepts models and frameworks of consumer buyer behaviour and related data & market research principles and methods used in gaining consumer insights. – The seminars will be a 2-hour student interactive learning session and will adopt a blended learning approach with content on web learn to be used for the interactive sessions. Students will be provided in advance the material to be covered in the seminar sessions are expected to prepare for the interactive sessions. The sessions will cover discussions, debates, cases, journals and problem-solving analysis to build on the contemporary consumer issues covered in the taught element of the lectures. The aim of this approach is to
• Assist in relating their knowledge to the marketing discipline and profession
• Apply understanding of technical skills required for carrying out consumer research in order to assist in employability skills for future careers in marketing.
Students will need to consider these aspects of the module as part of their personal development.
The facilities of Web Learn will be used as part of the central to the delivery of module handbook, case studies, journal articles, and external web links learning. In particular students will be encouraged to use the leading portals covering market research developments which contain live up to date information and white papers on the subject.
Assessment
Students will be given an opportunity and be required to show draft work/progress to their tutors for comments and formative feedback during seminars at least 2 weeks prior to the deadline. Students will receive written feedback and grades within 15 working days of submission formal feedback & grades will be made available to students 15 working days post submission and or via web learn. Weekly drop-ins will be provided by the tutor in office hours
Learning outcomes
On completing the module students will be able to:
1. Discuss & examine theories underpinning contemporary consumer behaviour towards the generation of consumer intelligence & insight LO1
2. Explain organisation consumer data sources & data capture instruments for customer insights LO2
3. Design and construct research methods to harvest information LO3
4. Analyse and evaluate insights from consumers data for marketing decision making LO4
Bibliography
Library Reading list Link
https://rl.talis.com/3/londonmet/lists/C05C4EEE-1FB0-1A36-C23B-0A4182312537.html?lang=en-GB&login=1
Core
Solomon M. Russell A. (2024) Consumer behaviour: Buying, Having, and Being, Global Edition Pearson
https://www.pearson.com/en-gb/subject-catalog/p/consumer-behavior-global-edition/P200000010092/9781292720685
Wilson A. (2026) Marketing Research: Delivering Customer Insight 5th Edition Bloomsbury Academic
https://www.bloomsbury.com/uk/marketing-research-9781350442801/
Smith A. (2024) Consumer Behaviour and Analytics 2nd Edition Routledge Taylor Francis
Consumer Behaviour and Analytics - 2nd Edition - Andrew Smith - Routle
Additional Helpful sources
Burns A. Veck A. (2019) Marketing Research, Global Edition, 9/E Pearson
https://www.pearson.com/en-gb/subject-catalog/p/marketing-research-global-edition/P200000003854/9781292318097
Sethna Z. (2023) Consumer Behaviour 5th Edition Sage publications
https://uk.sagepub.com/en-gb/eur/consumer-behaviour/book276273
Journals:
Journal of Consumer Behaviour
Psychology and Marketing
Journal of Consumer Psychology
International Review of Retail, Distribution and Consumer Research
Journal of Consumer Research
Journal of Retailing and Consumer Services