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Contemporary Research for Business. Consumer Research and Design Thinking

Updated: Jun 24

Prof. Živilė Sederevičiūtė-Pačiauskienė and Viktorija Žilinskaitė-Vytienė, during the Learning Mobility in Rome (24-30 March 2019) for the CSB project, gave a speech on "Contemporary Research for Business: Can Consumer Research and Design Thinking be valuable without Knowledge and Skills in Cultural Studies?" Here below the abstract.


Abstract The presentation will focus on analysis of business research. Contemporary business could not be imagined without consumer research and design thinking. However, both consumer research and design thinking as methods require knowledge of the possible consumer that is superficial without understanding about cultural processes and individual experience of culture, that influences consumer behaviour. Changing time and cultural diversity requests permanent renewal and update of knowledge about cultural dimensions of society.

Skills in research in the field of cultural studies allow research for business go much deeper and concentrate not only on consumer attitudes towards the analyzed products, but encompass reasons and symbolic values influencing consumer decisions.


Written by

Živilė Sederevičiūtė-Pačiauskienė, Associate Professor of VGTU, Dean of VGTU - Faculty of Creative Industries - Vilnius (Lithuania)

Viktorija Žilinskaitė-Vytienė, Associate Professor of VGTU - Vilnius (Lithuania).

Participants in the Training Week in Rome (24-30 March 2019) for the Cultural Studies in Business project in the field of Erasmus Plus.