The Professorship for Market Research is active in the field of wine and other beverages. The focus is on consumer research, wine tourism, wine sensorics and organic wine. Research projects are in e-commerce, social media and sustainability.
In addition to quantitative approaches (representative and non-representative surveys, laboratory experiments, observation), qualitative methods such as individual interviews, group discussions and instrument-based methods (eye-tracking, neuro-marketing) as well as mixed methods are used.
The Professorship is involved in teaching through lectures and seminars on the topics "Basics of Market Research", "Project Market Research", "Applied Market Research" and "International Product Profiles" in both the German and English Bachelor's and Master's programs.