Prof. Dr. Barbara Eschner

• Consumer Research and Consumer Behavior
• CX and UX Consulting
• Advertising and Advertising Effectiveness Research
• Customer-Centered Innovation Research
• Quantitative and Qualitative Empirical Research Methods
• Design Thinking and Agile Project Management

Prof. Dr. Barbara Eschner is a professor of market and consumer psychology at the School of Business at Augsburg University of Applied Sciences. Her work focuses on customer and user experience (CX & UX) as well as human-centered innovation (design thinking).

In the Business Psychology (B.A.), Business Administration (B.A.), International Management (B.A.), and Digital Marketing Management (M.A.) programs, she teaches the fundamentals of market and consumer psychology, CX/UX consulting, empirical methods, and agile work methods. Through applied practical projects, she aims to empower students to apply theoretical knowledge and empirical methods in ways that foster shifts in perspective and lead to economically successful solutions.

This practical expertise is drawn from over 15 years of professional experience in data-driven consulting and supporting transformation processes across various industries (as Associate Director at Kantar GmbH, as well as Head of Innovation Labs at Driven By GmbH, a subsidiary of Allianz Deutschland AG). She completed her undergraduate and doctoral studies at the Universities of Erlangen-Nuremberg, Montpellier (France), and Hohenheim.