Foodies in the UK: A Sense of Self, Connection and Belonging Beyond the Passion?

The global rise of the Foodie movement has attracted some research attention as well as critique in the food industry trend followers, but little research attention in marketing research. The present study looks at the ‘Foodie’ phenomenon in the UK and aims to extend how the notion has been coined in literature through a qualitative investigation of a sample of self-professed Foodies. The objective is to provide an in-depth understanding of what it means to be a Foodie at the individual and group levels, probing attitudes, motivations and self-awareness. Results indicate that the term Foodie cannot be used as an implicit definition of someone ‘simply interested in food’; the capacity of the Foodie may be dependent on individual involvement and the level of importance along the five emerging themes; these being: Learning and discovery; Pleasure and enjoyment; Inspirational influences; Quality; and Experiencing food as an individual and in connection with others. Findings imply that there might be different levels of Foodies, leading to a start on developing a Foodie Typology. The study poses implications for food marketers and researchers that can assist in more effective segmentation, efficient targeting and tailored positioning, as well as opportunities for future research.

An Evaluative Case Study of a Career Coaching Approach to Improving Student Placement Success in a UK Business School

Describes the innovative approach adopted in a UK business school to improve the number of student placements. A module was designed to provide students with the skills to search, apply for and gain a year-long placement as part of a degree ‘sandwich’ course. A blend of workshops, recorded lectures, online formative feedback exercises and one-to-one career coaching created a tailored, practical approach to skill enhancement. This session provides the presentation of the adopted methodology the results of the evaluative research, a live demonstration of the coaching approach and a discussion with the audience of ideas for development of the approach.