PhD Studentship: Customer Journey Mapping: An Analysis of 'Active Senior' Buyer Personas

Bournemouth University - Faculty of Management

Funding amount: £14,777 maintenance grant per annum

Lead Supervisor name: Philip Alford (

The aim of this research is to develop an in-depth psychological understanding of the buyer journeys (pre-purchase, purchase, and post-purchase) of Active Seniors, based on the development of multidimensional (cognitive, affective and conative) marketing personas.  Specific questions include: What role does mobile technology play in the buyer journey? What are the focal and pivotal "Moment of Truth" touch points on the journey? Who 'owns' the touch point? How do customers (and organisations) rate 'successful' journeys? What does the ideal customer journey look like?

What does the funded studentship include?

Funded candidates will receive a maintenance grant of £14,777 per annum (unless otherwise specified), to cover their living expenses and have their fees waived for 36 months. In addition, research costs, including field work and conference attendance, will be met.

Funded Studentships are open to both UK/EU and International students unless otherwise specified.

Eligibility criteria 

Candidates for funded PhD studentship must demonstrate outstanding qualities and be motivated to complete a PhD in 3 years.

Studentship candidates must demonstrate outstanding academic potential with a 1st class honours degree and/or a Master’s degree with distinction. An IELTS (Academic) score of 6.5 minimum (with a minimum 6 in each component) is essential for candidates for whom English is not their first language.

Closing date: The first call for applications will close on 18 June 2018.

For further information on how to apply click the ‘Apply’ button below or email

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South West England