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What is the project CLYMBOL about?

Interviews with CLYMBOL researchers: Dr Sophie Hieke, the Principal Coordinator of CLYMBOL, and Prof Klaus G. Grunert, the Scientific Advisor to the project, describe project outcomes and relevance of the research.

Dr Sophie Hieke, Principal Coordinator of CLYMBOL, explains the background and objectives of the project, presents the consortium and stakeholders involved, and discusses the relevance of the project for decision-makers and consumers.

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Prof Dr Klaus G. Grunert, the Scientific Advisor to this project, talks about the scientific background of CLYMBOL, summarising what is currently known about the role of health claims and symbols in consumer behaviour. He further discusses the project relevance from a research perspective.

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Dr Sophie Hieke – Project Coordinator and responsible for Work Packages 6 & 7 – European Food Information Council (Belgium)

Sophie Hieke EUFIC 2013 1Dr Sophie Hieke is Head of Consumer Insights at the European Food Information Council (EUFIC), a non-profit organisation that provides science-based information on food safety & quality and health & nutrition to the media, health and nutrition professionals and educators, in a way that promotes consumer understanding. She is also the Principal Coordinator of the EU FP7 funded project CLYMBOL – Role of health claims and symbols in consumer behaviour.

Sophie studied Business Administration at Munich School of Management, Ludwig-Maximilians-Universität München and Universidad Castilla-La Mancha, Toledo, followed by a Master of Business Research and a PhD at the Institute for Market-based Management. Her dissertation was titled "Marketing & Public Policy: The Case of Nutrition Labelling on Foodstuffs" where, among others, she dealt with empirical consumer research on perception, attitude, and comprehension of food labels. Her main areas of research include quantitative methods and experimental research on consumer behaviour in a food context. She is currently a visiting researcher at the University of Surrey as well as a standing research fellow at the Munich Centre of Health Sciences and the Center for Marketing and Public Policy Research at Villanova Business School, Philadelphia.

Sophie has published several articles, including in the Journal of Consumer Affairs, Appetite, Food Policy and Public Health Nutrition. She also serves as a reviewer for numerous high-ranked journals.

Prof Dr Klaus G. Grunert – Scientific advisor to CLYMBOL and leader of Work Package 3 – MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University (Denmark)

kgrunertKlaus G. Grunert is Professor of Marketing at the Aarhus School of Business, University of Aarhus, and is the founder and director of the MAPP Centre for Research on Customer Relations in the Food Sector. He has done extensive research in the area of consumer behaviour, mostly with regard to food, and in making consumer insight useful in areas like new product development, market communication and public policy campaigns aimed at healthy eating or other socially desirable behaviours.

In particular, he has done research on quality perception and food choice, healthy eating, public acceptance of biotechnology and especially genetic modification, on how insight into consumer behaviour feeds into product development processes in food producing companies, and on competence development in the food industry.

As director of MAPP, he has carried out more than 80 collaborative projects with the food industry, including several pan-European studies, and has participated in or led numerous EU FP projects. He is the author of 12 books, 148 academic papers in international refereed journals and many other publications. Klaus is a past president of the European Marketing Academy and is professor of the European Institute for Advanced Studies in Management.

Klaus is a German citizen who has lived in Denmark since 1987. His research and visiting appointments at other universities have taken him around the world.