Helen L. Bruce
Centre for Strategic Marketing and Sales,
Cranfield School of Management
Qualifications
BSc (Hons) Chemistry with Industrial Experience (Manchester University
MSc Marketing (UMIST)
MRes Research Methodology (Cranfield University)
Background
Prior to joining Cranfield School of Management’s PhD cohort Helen worked for 9 years in the UK financial services industry. Primarily employed within the personal insurance sector, Helen held a series of marketing, product development and key account management positions.
Research Topic
What value-in-use do customers seek and how does it arise from the customer experience?
Research Issue
This project will study consumer behaviour through a service dominant logic lens in order to identify the value-in-use sought by customers in a specific product/service context and how this value-in-use arises from the overall customer experience.
Research Methods
A combination of qualitative and quantitative approaches will be employed.
Theoretical Perspective
Service Dominant Logic.
Why I Chose Cranfield
I chose Cranfield due to its sole focus on postgraduate study, established marketing expertise and strong links to industry.
Published Papers
Conference Paper:
Bruce, H., Goffin, K. and Sczwejczewski, M. (2010), “Identifying Customers’ Hidden Needs, An Exploratory Study”, 17th International Product Development Conference, Murcia, Spain.
Publications in maiden name (Grassam):
Hogg, M.K., Bruce M. & Grassam H.L. (2001), “The Impact of Gender Identity, Vanity and Grooming Rituals on Consumer Behaviour in the Male Toiletries Market”, International Journal of New Product Development and Innovation Management, September/October, p. 207 – 222.