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Fe­lix Eggers

Professor

Emner
Markedsføring Forbrugeradfærd Beslutningstagning Kvantitativ metode Digitalisering Kunstig intelligens

Primary research areas

Con­sumer be­ha­vi­or and pref­er­ences
I study what drives people’s choices – us­ing ex­per­i­ments, real data, and AI-powered sur­veys to re­veal pref­er­ences be­hind every­day de­cisions.
Quant­it­at­ive meth­ods for real-world in­sights
I use ad­vanced stat­ist­ic­al tools and choice mod­el­ing meth­ods to un­der­stand what people truly value. This helps turn data into de­cisions.
AI and di­git­al tech in mar­ket­ing
I ex­plore how AI and di­git­al plat­forms shape mar­ket­ing – from product re­com­mend­a­tions to chat­bot in­ter­ac­tions. My re­search helps busi­nesses use these tools to cre­ate more rel­ev­ant, ef­fect­ive cus­tom­er ex­per­i­ences.
Meas­ur­ing the di­git­al eco­nomy
How do we meas­ure value in a di­git­al world? I look at new ways to cap­ture what mat­ters in a tech-driv­en eco­nomy to in­form smarter policy and busi­ness de­cisions.

Re­think­ing value in a di­git­al so­ci­ety

I study how digitalization and AI change the way people make decisions and what that means for businesses and society. My work helps companies design better services, use technology responsibly, and understand what consumers really value. 

I develop experimental methods to study choices more realistically, using tools like conjoint analysis and AI-powered surveys. I also contribute to measuring the digital economy, including the development of GDP-B, and advocate for Corporate Digital Responsibility as a new standard in business. 

My goal is to make digital markets more transparent, ethical, and effective. 

Outside activities

Founder of Pref­er­ence Lab , 2010 - cur­rent

De­vel­op­ing a plat­form for AI-powered sur­veys and con­joint choice ex­per­i­ments.
Test Preference Lab in action

Aca­dem­ic Ad­visor, Kwantum Ana­lyt­ics / Kwan­tum­Labs.ai , 2023 - cur­rent

Bridge re­search and prac­tice in choice mod­el­ing and AI.

PhD Co-Su­per­visor (Ex­tern­al Uni­ver­sit­ies) , 2010 - cur­rent

Co-su­per­vise PhD stu­dents at oth­er uni­ver­sit­ies (for ex­ample, Uni­ver­sity of Ham­burg and Stel­len­bosch Busi­ness School).