LISTENING THE CONSUMER

Responsible: Universidad de Leon

Attendees: BUU, ATU and ULE academic and R&I management and administration staff

This workshop is focused on consumer relations, and the attendees will be aware of consumer insights, social networks, data mining and analysis, fuzzy training and neuromarketing fundamentals at the end of this workshop. It is planned to be held twice in 2023 and 2024.

Listening to the consumer is the main issue for brands to get interaction and participation, with the final purpose of engaging consumers (prosumers). From the very beginning of the consumer journey till the end of it, analysing what and how the brand can provide value to each segment of consumers is the key to success.

The workshop consists of 4 main topics:

Consumer insights: This workshop aims to provide the participants with the crucial aspects to be considered when launching a hospitality brand or when improving the initial position of the brand in the market.

Social networks – data mining & analysis: In this workshop, participants will learn how to harness the power of Python for scraping, preprocessing, and analyzing data from social networks. Gain hands-on experience extracting valuable insights from social media platforms and discover how to turn raw data into meaningful information.

Fuzzy Logic workshop: This workshop’s main goal is to teach students to use a specific artificial intelligence technique known as Fuzzy Logic. Use cases where it can be applied will be presented, along with examples. Additionally, there will be a practical session on using the MATLAB toolbox.

Neuromarketing fundamentals: At this workshop, participants will learn the fundamentals of neuromarketing, including the difference between consumer neuroscience and neuromarketing, as well as the various technologies applied in neuromarketing studies.