PhD Studentship: Happiness by Design: Consumer-Centric Approaches to Product Evaluation
Project ID: 2601 NSP
Type of studentship: PhD (4 years)
Funding Source: Fully funded 4-year PhD (BBSRC Food Consortium Industrial Doctoral Landscape Award)
Theme of project: Consumer-Centric Innovation, Sensory and Consumer Science, Immersive Technology.
Primary Host Institution: University of Nottingham
Secondary Institution: Swansea University
Industry Partner: pladis
Project Overview:
Traditional sensory and consumer testing often struggles to reflect real-world situations where people actually experience the products. This PhD project 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 to “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 that help shape products that will be enjoyed worldwide. This collaboration offers a rare opportunity to contribute to meaningful innovation across much loved brands and support the company’s commitment to “happiness by design.”
Why choose this project?
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.
Because the role involves regular interactions with study participants, this project is ideal for someone who enjoys engaging with people and facilitating research sessions. The student will be supported by an experienced supervisory team and become part of a vibrant and inclusive research community at both the University of Nottingham and within the wider Food Consortium Programme, where networking and relationship building with others on the programme is championed.
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 to allow findings to 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.
The Food Consortium IDLA
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. It brings together 8 leading UK food manufacturers and Universities to address the challenges facing the UK food and drink sector. Students will receive high level entrepreneurial training provided by Haydn Green Institute, bespoke business training by global players in the food industry and will have free access to the IFST platform MyCPD for career development. Participating in an IDLA programme has the additional benefit that students will join an interdisciplinary cohort of students working on food sector challenges focusing on both people and planet.
The Food Consortium IDLA is committed to equality, diversity, and inclusion, welcoming applications from all backgrounds and fostering an environment where every researcher can thrive.
The student will benefit fully from the collaboration with pladis, including the opportunity to undertake a placement at a UK site during the PhD. Flexible arrangements will be available to support inclusive working and studying during the placement. The student will have access to R&D facilities and relevant technologies linked to the project.
Supervisory Team:
University of Nottingham: Dr Rebecca Ford (primary supervisor), Dr Paul Tennent
Swansea University: Dr Laura Wilkinson, Dr Alex Jones
pladis: Halak Parikh
Keywords: Consumer sensory science, immersive technology, virtual reality, emotional profiling.
Start date: October 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.
Candidate Profile:
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 people‑facing 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:
- Download the application form: Click the button below to download the fillable PDF form.
- Complete the form: Open the PDF on your computer and fill in all required fields. Please do not edit the PDF structure; only complete the fields provided.
- Save your completed form: Save the file with the following naming format: IDLA [Project Code] [Your Surname] (e.g., IDLA 2601 NSP Surname.pdf).
- Submit your application: Email the completed PDF to idla@reading.ac.uk. Make sure your email subject line reads: IDLA 2601 NSP [Your Surname]
Closing date for applications: 28th February 2026