Oliver Heinrich

Oliver Heinrich is currently in his final year of his master's studies at University of Münster in Germany. He is majoring in management with a minor in finance. Before starting his master's program in Münster, he obtained his bachelor's degree in Business Administration at University of Würzburg in Germany. His research interests lay in online food retailing and direct to consumer marketing.

In his master's thesis, Oliver researches the field of product sampling in the context of online retailing. The aim is to analyze a new way of sampling physical products to consumers and thereby derive the optimal product features and business model. The research question is analyzed by conducting a choice-based conjoint analysis with participants being customers of a German online retail company. The insights about customer preferences will be used to develop an improved way to sample physical products online.