PhD Studentship: Happiness by Design: Consumer-Centric Approaches to Product Evaluation (SCI3059X1)

Supervisor: Dr Rebecca Ford

Secondary Supervisor: Dr Paul Tennent (Nottingham), Dr Laura Wilkinson and Dr Alex Jones (Swansea), Halak Parikh (Pladis)

Subject Area: Consumer-Centric Innovation, Sensory and Consumer Science, Immersive Technology  

Research Title: Happiness by Design: Consumer-Centric Approaches to Product Evaluation 

Research Description

Traditional sensory and consumer testing often struggles to reflect real-world situations where people actually experience the products. This PhD aims to change that by using immersive technologies such as virtual reality (VR), mixed reality, and immersive rooms to recreate realistic, consumer-inspired environments. By placing people in these lifelike settings, the research will capture their emotional responses, enjoyment and sense of wellbeing, helping us to understand how context shapes perception and decision-making.
 
A key part of this project involves working directly with participants. The successful candidate will run sensory and consumer studies, guide people through immersive experiences and collect behavioural and emotional data. Because of this, the project would suit someone who is confident in people-facing situations and enjoys working hands-on with a wide range of individuals. Equally, they should be comfortable with statistical analysis of data. The research will focus on creating consumer-centred testing methods, exploring how different environments influence behaviour and wellbeing. Advanced analytics, including AI and machine learning, will be used to interpret behavioural and emotional data, enabling real-time insights of consumer experience.
 
This PhD is sponsored by pladis, a global snacking company behind iconic brands such as McVitie’s, Jacob’s, Carr’s, Go Ahead, BN, Flipz, and GODIVA. With a mission “bringing happiness with every bite”, pladis are investing in this project to drive the next generation of consumer-centric innovation. The successful candidate will gain experience across sensory science, behavioural psychology, immersive technology and data analytics, whilst working closely with pladis to generate insights to shape products.
 
The successful candidate will join the University of Nottingham’s Sensory Science Centre (SSC) and Virtual & Immersive Production (VIP) Studio, accessing outstanding facilities including a 360° immersive room with multisensory control and VR headsets. They will work alongside experts in sensory science, psychology, and human–computer interaction, and receive training in experimental design, immersive protocol development, and advanced analytics.
 
Industry engagement includes placements with pladis, giving invaluable exposure to real-world product innovation. Placements have been planned after each stage of data collection, analysis and interpretation so findings can be meaningfully applied within the company. The research environment promotes collaboration, offers conference opportunities and professional development, and promotes wellbeing through a supportive and friendly culture. Flexible arrangements will be available to support inclusive working and studying during the placement.
 
This project is part of the Food Industrial Doctoral Landscape Award (IDLA) providing a world-class training programme combining research-led innovation with real-world industry application. 

Keyword Search: Consumer sensory science, immersive technology, virtual reality, emotional profiling

Award Start Date: 01/10/2026

Duration of Award: 48 months

Terms and Conditions

Fully funded for four years by Food Consortium IDLA and pladis. The studentship covers UK tuition fees plus enhanced annual UKRI stipend (£22,280 tax free for 2025/26 entry).
 
International students may apply but must cover the difference between Home and International fees which is ~£28k per annum and increases annually.
 
Stipend and fees will be confirmed by BBSRC later in the Spring.

Applicant Qualification Requirements

Applicants should hold a first or upper-second class UK honours degree (or equivalent) in a science-based discipline such as Food Science, Nutrition, Psychology, Computer Science, Human–Computer Interaction, Data Science, Biology, Chemistry, Physics, Bioscience or related fields.
 
As the project involves collecting data directly from participants, candidates must be comfortable in a peopleâfacing role, including interacting with members of the public and facilitating participant sessions. A passion for sensory evaluation, immersive technology, and/or consumer research is desirable. Candidates with a relevant Master’s degree or significant industry experience are also encouraged to apply.

How to Apply

Full details available at https://www.ifst.org/food-consortium-idla/phd-opportunities/2601-NSP where you can download the application form. Email the completed PDF to idla@reading.ac.uk. Make sure your email subject line reads: IDLA 2601 NSP [Your Surname] 

Closing Date: 15/03/2026

Closing Date: 15 Mar 2026
Category: Studentships