Quantum Level Marketing Models: Rethinking Consumer Engagement and Brand Strategy in a Complex Market Landscape

As markets become increasingly dynamic and consumer behaviour more complex, traditional linear approaches to marketing and consumer engagement often fall short. The "Quantum Level Marketing Model" draws on principles from quantum mechanics to create a flexible, adaptive approach to understanding and engaging consumers. By embracing concepts like uncertainty, superposition, and interconnectedness, this model offers a new way to approach consumer behaviour, brand loyalty, and engagement strategies.

This project seeks to develop a quantum-inspired marketing model that reflects the unpredictable, multifaceted nature of modern consumer behaviour.

The research will examine how quantum-level thinking can enhance brand strategies, promote personalised consumer experiences, and build resilient customer relationships. Key areas of focus for the project include:

1. Quantum consumer behaviour: Embracing Uncertainty and Complexity: Investigate how the principles of quantum mechanics, such as uncertainty and probability, can help marketers better understand and predict consumer behaviour. This research will explore how non-linear, multi-dimensional approaches to consumer insights can improve targeting and personalisation, particularly in markets where preferences shift rapidly.
2. Superposition in consumer identity and brand loyalty: Assess how the concept of superposition—where consumers can hold multiple, sometimes contradictory, brand loyalties or preferences—can be applied in marketing strategies. The student will explore how brands can design adaptable messaging and products that appeal to consumers with diverse and evolving preferences.
3. Quantum engagement: Building Interconnected Consumer Experiences: Explore how brands can use quantum-inspired principles to create interconnected, seamless experiences across digital and physical channels. This includes examining AI-driven, real-time personalisation to enhance engagement and looking at how brands can create adaptive campaigns that respond dynamically to changing consumer behaviour.
4. Resilience in brand strategy: Preparing for Consumer and Market Volatility: Analyse how quantum-level thinking can support brands in building resilient marketing strategies that withstand market disruptions and rapidly changing consumer trends. The project will focus on flexible, adaptable brand strategies that allow businesses to pivot quickly in response to unexpected shifts in consumer sentiment.
5. Case studies of quantum-inspired marketing practices: Examine case studies of companies that have successfully implemented flexible, adaptive marketing strategies reflecting quantum principles. This area will focus on best practices for brands navigating complex consumer landscapes, drawing insights from real-world examples in sectors like fashion, technology, and consumer goods.

Research approach

The student will use a mixed-methods approach, combining qualitative interviews with marketing professionals, quantitative analysis of consumer behaviour data, and case studies of brands using adaptive, quantum-inspired marketing strategies. Experimental studies may also be conducted to measure consumer responses to dynamic, real-time personalised marketing content.

Expected background

Candidates should have a background in marketing, consumer psychology, or business studies, with a strong interest in innovation and complex systems. Knowledge of digital marketing, consumer behaviour, and data analytics will support the project’s objectives. Analytical skills for interpreting quantitative data and qualitative insights will be essential.

How to apply

If you are interested in applying for the above PhD topic please follow the steps below:

1. Contact the supervisor by email or phone to discuss your interest and find out if you would be suitable. Supervisor details can be found on this topic page. The supervisor will guide you in developing the topic-specific research proposal, which will form part of your application.
2. Click on the 'Apply here' button on this page and you will be taken to the relevant PhD course page, where you can apply using an online application.
3. Complete the online application indicating your selected supervisor and include the research proposal for the topic you have selected.

Good luck!

This is a self funded topic

Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: https://www.brunel.ac.uk/research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.

Meet the Supervisor(s)

Pantea Foroudi - Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) Artificial Intelligence (AI), (ii) corporate brand design/visual and identity, and (iii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Related Research Group(s)

Marketing and Corporate Brand Management - Our research-active faculty are engaged in cutting-edge applied scholarship across a broad spectrum of marketing areas.

Marketing and Corporate Brand Management - copy - Our research-active faculty are engaged in cutting-edge applied scholarship across a broad spectrum of marketing areas.