Carlos Flavian
Professor of Marketing and chair of the METODO research Lab at the University of Zaragoza, Spain. Strategy. Editor of the SIJ; SJM-ESIC & Regional Editor of the IJCHM
BIOGRAPHY
Carlos Flavián is Professor of Marketing at the University of Zaragoza (SPAIN) and director of the METODO research Lab. His research focuses on the analysis of the interaction of people with technology, studying both the particularities of technology (e.g. usability) and the perceptions, behavioral intentions and actual behaviors of consumers (e.g. adoption, recommendation, eWOM, satisfaction, loyalty, etc.). This research has focused on diverse contexts such as tourism, hospitality and other services, marketing, etc. The technologies studied have evolved from the study of online relationships through the Internet to the context of Industry 4.0 technologies (artificial intelligence, service robots, virtual assistants, virtual reality, augmented reality, etc.). He has been recognized by Clarivate as Highly Cited Research and the University of Stanford’s List highlights him as the Spanish author with the greatest impact in Marketing. He has been Managing Gest Editor in the International Journal of Contemporary Hospitality Management; The Service Industries Journal; Psychology & Marketing; Journal of Service Management; Journal of Service Theory and Practice; Service Business or International Journal of Information Management, Spanish Journal of Marketing.
Workshop: Redefining Research: The Role of AI and Immersive Tech in Data Collection and Processing
This workshop explores how cutting-edge advancements in Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), and the metaverse are redefining how data are collected and processed and analyzes the transformative impact these tools are having on data collection and processing methodologies. This workshop will discuss the convergence of traditional and digital research methods, focusing on how well-known approaches like surveys and focus groups evolve through their integration into advanced digital platforms. For example, participants will learn about AI-powered tools that enhance data capture and streamline workflows, simplifying the labour-intensive aspects of qualitative and quantitative research. Furthermore, we will showcase how immersive environments—using VR and AR—can be leveraged to simulate consumer experiences, thus providing richer, more nuanced insights into consumer behaviour and decision-making processes. By the end of this workshop, attendees will be equipped with innovative strategies and tools to effectively manage and succeed in the rapidly evolving digital research landscape. Whether the focus is on qualitative or quantitative research, participants will leave with actionable insights on how to integrate AI, immersive technologies, and digital platforms into their research designs.