D (David) Olk

David Olk is a lecturer and researcher in the Marketing and Consumer Behaviour group.

Research: His research analyzes the effect of product design and package labeling for healthy and sustainable products on in-store and online consumer decision making by combining data science methods on big data and processing data from field and online experiments. His PhD project was a collaboration between all food retailers active in the Netherlands, Dutch Central Bureau of Food Retailing (CBL), University of Groningen, and Wageningen University & Research to analyze and boost the effectiveness of the Nutri-Score on the healthiness of food choices. Building on that, David started collaborations with international scolars on related research projects, and is further developing additional lines of research for the future. Methods used in the papers include panel regression, conjoint analysis, propensity score matching, and scraping.

Background:

• High school: Lippstadt (Germany), with student exchanges to Guadalajara (Mexico), and Sioux City (USA)
• Undergraduate: BSc International Business at University of Groningen (The Netherlands), with semester abroad at Universidad de Chile (Santiago, Chile)
• Postgraduate: Double Degree Master: MSc Marketing Analytics and Data Science at University of Groningen (The Netherlands), and MSc Marketing Management at BI Norwegian Business School (Oslo, Norway)
• PhD: University of Groningen (The Netherlands), with research stay at University of California, Davis (USA)

For businesses: Based on his expertise from research projects in collaboration with mainly actors in the (food) retailing environment, David offers advise on healthy and sustainable product design, consumer purchase behavior, experimental designs for testing in-store and online, and methods for data analysis. Collaborations can take place in the form of consulting sessions or research collaborations.