Projects and partners within the Applied Marketing Research Group (AMRG)

An overview of many of the key research and consultancy projects that the AMRG have led and contributed to, demonstrating their capabilities and diverse interests.

Current projects

Details of some of our current projects are summarised below.

Blueberry Wave

Blueberry Wave, who offer data-based customer experience services, has teamed up with our MSc Digital Marketing through the Business School’s Course Connect Scheme, to offer advice on the curriculum, deliver guest lectures, and benefit from direct access to new graduates for the company’s recruitment. 

Lynne Fernandes KTP

Professor Mario Vafeas and Michelle Jackson, together with Dr Mary-Ann Sherratt from the College of Health, Science and Society (UWE Bristol), are working on a management KTP (Knowledge Transfer Partnership) with Lynne Fernandes Optometrists.


Professor Mario Vafeas, together with colleagues from Innovation, Operations Management and Supply (IOMS) and Bristol Leadership and Change Centre (BLCC), is working on a management KTP (Knowledge Transfer Partnership) with book wholesaler Paperback Shop (PB Shop).

Sysmax KTP

Dr Mario Vafeas is currently working on a Management KTP (Knowledge Exchange Partnership) project, funded by Innovate UK, with Sysmax, a developer of competency and compliance management software.

Welsh Government Consulting Project

Professor Alan Tapp is consulting on a behaviour change project for the Welsh Government related to driver behaviour.

Recent projects

Details of some of our recent projects are summarised below.

Academia meets Industry

Dr Adam Poole, Dr Ed Little, Tracy Hunt-Fraisse, and Dr Mario Vafeas delivered a workshop for practitioners and academics, at Bristol Business School, in association with the Data and Marketing Association (DMA) and the British Academy of Management (BAM). The aim of the event was to explore ways of increasing collaboration between academia and industry.

Client-agency relationships

Dr Mario Vafeas and Professor Tim Hughes have been researching the client-agency relationship, from a value co-creation perspective, for several years. The aim is to identify how to maximise value, improve creativity, and enhance relationship quality. This programme of research has led to publications in academic journal, consultancy with individual agencies, and numerous keynote speeches and seminars with organisations such as Bristol Creative Industries, Data and Marketing Association, Design Business Association, Professional Marketers’ Forum, and Marketing Meetup.    

Dorset Public Health: Behaviour change during the COVID-19 pandemic

Professor Alan Tapp is currently working on a behaviour change project with Dorset Public Health and South Gloucestershire Council to encourage the public to follow social distancing rules in response to COVID-19 and to engage in voluntary regular testing.

Highland and Islands Enterprise: Strategic marketing masterclasses

Dr Mario Vafeas led a team (Tom Bowden-Green, Tracy Hunt-Fraisse) that delivered two-day strategic marketing masterclasses, funded by Highlands and Islands Enterprise, to small businesses in the Highlands and Islands. These masterclasses were delivered in Inverness with about 30 delegates attending each of the events. 

Viper Subsea KTP

Professor Tim Hughes and Tracy Hunt-Fraisse worked on a Knowledge Transfer Partnership with Viper Subsea. Using a co-creative approach, they identified new markets for the company’s CableGuardian™ technology. This KTP was nominated for Innovate UK’s Best of the Best award.

Welcome to Yorkshire

Dr Dan Knox, Dr Janet Carruthers, Dr Ed Little, and Dr Chen Chen are currently delivering marketing masterclasses to Welcome to Yorkshire. 

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