Doran Hunter-Haas
Doran Hunter-Haas is a master’s student in business administration at the University of Applied Sciences in Bielefeld (Germany), and a Teaching Fellow at the University of Portsmouth (Great Britain). He is currently completing his master thesis with a focus on marketing strategies for potential consumer products in E-commerce.
The title of the thesis is: Customer Needs Analysis using Conjoint Analysis to inform the Marketing Concept of Consumer Product Launches in E-commerce. The aim of this research is to identify how analysing customer needs for a theoretical consumer product destined to be sold on E-commerce platforms could help inform marketing concept and marketing mix decisions on a strategical level for product launch, resulting in higher chances of product success on the market. This research could be of particular use for informing marketing mix decisions in the early stages of development for potential products.
The different product concepts will have 3 varying attributes: functionality, price and packaging. Each attribute will have 4 levels, and respondents will be split in two groups to identify customer needs for two different E-Commerce platforms. The results of the Choice Based Conjoint Analysis across both platforms will be used to inform and define potential marketing mix decisions on a strategic level, and whether two different marketing strategies should be applied according to the two E-commerce platforms where the product would theoretically be sold.
Doran Hunter-Haas obtained a BSc (Hons) in Computer Aided Product Design at the University of Portsmouth in 2016, where his research focussed on product development and engineering design. After several years of industrial experience in the automotive industry, Doran Hunter-Haas is now completing a masters in business administration at the University of Applied Sciences in Bielefeld and started employment as a Teaching Fellow at the University of Portsmouth where he further contributes to research in the fields of product design, design engineering and marketing.