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The University of Southampton

ARTD1109 Consumer Intelligence

Module Overview

Understanding consumer behaviour and the trends in consumer lifestyles and sub-culture is at the core of creative marketing and management strategy. Being able to define and analyse consumers against a set of classifications enables successful decisions to be made by fashion brands. New technology and a fast changing digital landscape is critically impacting consumer behaviour. In this module you will learn about the new techniques in qualitative and quantitative research that help to inform consumer profiling. The Consumer Intelligence module will introduce you to the underlying theories, concepts and trends in consumer behaviour and its associated motivations in the fashion industry. Evaluating and challenging current consumer segmentation approaches will be addressed, as well as the visualisation of consumer groups using primary visualisation techniques. You will be introduced to core secondary research that underpins consumer profiling from Acorn, VALS, Mintel and Euromonitor to help you develop a clear pattern of social and cultural influence of the individual and consumer groups.

Aims and Objectives

Module Aims

To provide you with an introduction to contemporary buyer behaviour, sub-culture and consumer lifestyle trends: To develop your understanding of consumer behaviour & trends including Digital and Online shopping behaviour; To provide you with an introductory understanding of visual and market research tools to evaluate different market research techniques in creating a consumer profile.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Consumer behaviour, theories, sub-cultures and associated characteristics of consumer profiles;
  • How digital, social, cultural and environmental contexts inform current consumer behaviour and lifestyle trends.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Develop different approaches to undertaking primary visual research;
  • Analyse and evaluate collected research to inform your defined consumer profile.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Communicate your ideas coherently in written and visual formats;
  • Identify, select and manage information from a variety of sources using appropriate academic and learning resources;
  • Use creative digital skills and resources effectively to present your ideas.


Indicative Content for this module will normally include: • An Introduction of quantitative and qualitative approaches to customer research • The different ways and approaches to carrying out customer research • Review the data available for secondary information suppliers (Mintel, Euromonitor, Acorn,etc.,) • Development of Consumer Profiles and the principles of Segmentation • Assessing consumer behaviour in relation to digital technology and shopping habits • Analysis of Consumer Lifestyle Trends and cultural influence on fashion buying behaviour • Discussions on the advantages and disadvantages of demographic, geographic and psychographic analysis • Consumer classifications & theories including Acorn, Maslow’s Theory, Theories of Adoption, and VALS • Fieldwork including observation and primary visualisation

Special Features

Students will be expected to use research skills that combine primary and secondary research to support the writing of their reports in analysing consumers segments. This would take the form of, primary visualisation, online resources for gathering information and new ideas in market research such as ethnology. All tasks undertaken should take note of the University policy and be ethical in practice. An optional study visit will allow students to research consumer behaviour as part of the module learning. Whilst a planned location will be organised for the optional trip, an alternative will be given to students who are unable to attend for any reason.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures • Seminars • Project briefings • Tutorials • Visual research workshop Learning activities include • Lectures • Seminars • Group discussion • Library resources • Study Skills Hub • Peer group learning • Optional Study Visit • Optional Field Trip Activities Relationship between teaching, learning and assessment methods and planned learning outcomes In this module learning and teaching activities focus on helping you to investigate, question and analyse the nature of consumer behaviour, its theories and how this influences both marketing and management strategy in fashion. Feedback on your own progress and development will be given by group discussions, seminars and presentations. Informal feedback will provide opportunities for peer group learning and self-evaluation. The formal assessment will be a 2500 word illustrated essay on consumer behaviour. The use of your own primary visual images will help you to develop visual research and analysis and to effectively present your critical engagement with consumer theory and practice.

Completion of assessment task90
Follow-up work60
Preparation for scheduled sessions50
Wider reading or practice48
Total study time300

Resources & Reading list

Adobe (Tutorials).



Rath, P.M, Bay S, Petrizzi R & Gill P (2008). The Why of the Buy. 

Study Skills.

Journal of Fashion Marketing and Management: An International Journal. 


Kim. E., Fiore, A. and Kim, H. (2013). Fashion Trends Analysing and Forecasting. 

Jackson, T., & Shaw, D (2009). Mastering Fashion Marketing. 

Academic Skills.

Viewpoint Magazine.

Solomon, M. (2015).  Consumer Behaviour: Buying, Having, Being.. 

WARC. http://WARC.Com

Solomon M, Rabolt N (2009). Consumer Behaviour: in Fashion. 

Goworek H (2007). Fashion Buying. 




Linda (software Tutorials).

Yurchisin. J., and Johnson, K. (2010). Fashion and the consumer. 



Illustrated essay


MethodPercentage contribution
Illustrated essay  (2500 words) 100%


MethodPercentage contribution
Illustrated essay  (2500 words) 100%


MethodPercentage contribution
Illustrated essay  (2500 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Equipment and Materials

REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Study Trips

A core study trip is at the students’ expense and take the form of an external trip to London. Approx. cost £15 -20 per person by train (booked in advance after 10am) or by coach that may be organised by the module leader.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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