Giulia Granato is currently a PhD researcher at Wageningen University, at the Department of Marketing and Consumer Behaviour (2018-2022). She was born in Milan (IT), in 1992, graduated in Economics at University of Milan (bachelor degree in 2015) and in Food quality Management at Wageningen University (master degree in 2017, specialisation in management).
Research area: During a period as research assistant she researched how consumers' data are used by today' s food companies (Giulia Granato as second author in the paper " Understanding consumer data use in new product development and the product life cycle in European food firms An empirical study"). In her PhD, Giulia studies how to promt consumers' sustainable behaviour and consumers' acceptance of sustainable innovations. For her research, Giulia uses qualitative methodologies (interviews wih laddering techniques, focus group interviews), quantitative methodologies and experimental design (choice experiments, online experiments, lab and field experiments).
Project collaboration: Giulia is part of the European consortium MYPACK on sustainable packaging innovations and food waste. She therefore, collaborates with food and packaging companies and research institutes across Europe, partners of the consortium.
Granato, G., Fischer, A.R.H., van Trijp, H.C.M. (2021).Misalignments between users and designers as source of inspiration: a novel hybrid method for physical new product development. Technovation. https://doi.org/10.1016/j.technovation.2021.102391.
Horvat, A., Granato, G., Fogliano, V., & Luning, P. A. (2019). Understanding consumer data use in new product development and the product life cycle in European food firmsAn empirical study. Food Quality and Preference, 76, 20-32. https://doi.org/10.1016/j.foodqual.2019.03.008