Explore our knowledge

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

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).