Contemporary approaches to modelling the consumer

Modelling is an exciting area of consumer psychology, with application to many problems and contexts. We have covered the founding principles and objectives of the modelling process, which have remained largely unchanged over the course of time. What has changed are the constant innovations in methodologies (especially analyses) and software development that keep pushing the boundaries of modelling. These developments have given rise to some interesting opportunities to work in multidisciplinary teams (especially around exploiting big data in a meaningful way) and to the opening up of new and innovative areas of research in understanding the consumer.