D (David) Olk

David Olk is has been accepted for an assistant professor position in the Marketing and Consumer Behaviour group, currently employed as a lecturer until completing his PhD.

Research: His research analyzes (health) food labels and (in-store) 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: David's experience brings together aspects from both marketing management/strategy and data science through a combination of research-focused universities and business schools. Building on his international experience of living abroad in Mexico and the US during high school, he spent a semester at the Universidad de Chile during his BSc International Business at the University of Groningen (NL). Thereafter, he completed the MSc Marketing Management and Data Science double degree master's degree at the University of Groningen and BI Norwegian Business School. During his PhD at the University of Groningen, he did a research stay at University of California, Davis. In addition to a comprehensive skillset for marketing research, these experiences created an international network for conducting impactful research.