Research and Tea #1: Field Experiments

On 18 November 2021, Prof. Jens Nordfält held a session at the Bath Retail Lab on field experiments. Drawing from his own publication experiences, Jens provided an accessible, yet detailed, overview of potential applications of field experiments in retail contexts. The session encouraged the group to reflect on how field experiments could be utilised to identify key areas for improvement in contemporary retail environments, and unlock new opportunities for extending marketing theory.