Anne Flemmert Jensen is an associate professor at Designskolen Kolding.
 
Anne Flemmert Jensen works with consumer behaviour and futurology. She studies the way in which objects, services and communication messages are perceived and used to create meaning in consumers’ everyday life. In particular, Anne Flemmert Jensen focuses on human values, attitudes and behaviour. She combines a sociological view of the past 50 years of social development with media trends and insights from anthropological studies of current consumer perceptions. This knowledge base lets her make predictions about future megatrends, for example about the direction of consumer preferences and behaviour in the coming years.

A persistent question in Anne Flemmert Jensen’s research is how changes in values and attitudes in the coming years will affect us and the way we consume products, services and communication messages. Her research offers a glimpse of future consumer demands in relation to the design of objects and services, among other things. Designers can use this insight to create creative answers to the future challenges we face both as individuals and as a society.

Anne Flemmert Jensen is currently involved in the user-driven innovation project etrans, which aims to create the basis for making the introduction of the electric car in Denmark a commercial success and thus an environmental success. Through an anthropological user study the project has generated in-depth knowledge about the users’ attitudes concerning sustainability and needs in the area of transportation. In her design research Anne Flemmert Jensen develops methods for converting this knowledge to a form that can lead to actual, user-driven innovation with a real business potential.

In recent years, Anne Flemmert Jensen has taught consumer behaviour theory, marketing and culture studies, international market communication, and qualitative market research methods at the University of Southern Denmark. Her courses at Designskolen Kolding in coming years will mostly revolve around methods related to user-driven innovation.

Anne Flemmert Jensen has an M.Sc. in international business, language and culture from 1992 and a Ph.D. in consumer behaviour and marketing, both from the University of Southern Denmark (formerly Odense University).