CHANGING consumer habits are being researched by Worcester business students in a unique collaboration.

The University of Worcester’s Business School has linked up with the International Omni Retailing Markets Association to explore what consumers want in 2015. The Business School’s complex customer interactions research group has committed to a working collaboration with IORMA centred on consumer psychology.

Tim Maxfield, director of business development at Worcester Business School, said: “To partner with IORMA is a fantastic opportunity for us. As well as the research synergies that this collaboration generates, there will be a lot of potential for the development of case studies and teaching material that will enrich student learning on our range of undergraduate and postgraduate Marketing programmes. We are really excited about this opportunity, and look forward to developing our relationship with IORMA".

John Andrews, chairman and chief executive of IORMA, added: “As the ever accelerating pace of technology increasingly impacts the seven billion global consumers, so the need to understand the ways that global consumers are affected by and react to this change is becoming ever more important. Consequently, research concerning consumer psychology is becoming a key element for governments and commercial organisations to apply as part of understanding and planning for social and economic future trends. This exciting new initiative with the University of Worcester aligns perfectly with the overall philosophy of IORMA: To keep our feet on the ground for today, yet our heads above the clouds to see tomorrow.”