Horizon CDT Research Highlights

Research Highlights

Understanding consumption during the transition into parenthood using neo-demographic approaches

  Kuzivakwashe Makokoro (2022 cohort)

Consumer studies looking into the transition into parenthood have increased over the years, taking on different theories, yet few have attempted to use transactional data to observe, understand and identify the impact of consumption during the transition. As marketing product recommendation tools have started using life-stage detection techniques to personalise consumer journeys, it's important to understand the wider social impact of these transitioning periods. This study aims to explore how neo-demographic approaches can aid in understanding societal social issues and wellbeing outcomes for people transitioning into parenthood. This study will do this by analysing the wider impact of this transition on shopping behaviour, consumer vulnerability, and wellbeing using a mixed-method approach that utilises loyalty card data. 

This PhD study will therefore contribute to consumer studies by introducing new methods to observe and interpret identity transitions and encourage the use of transactional data for consumer social studies researching liminality. 


Harvey, J., Long, G., Mansilla, R., Welham, S., Rose, P., Thomas, M., Milligan, G., Dolan, E., Parkes, J., Makokoro, K. and Goulding, J., Who consumes anthocyanins and anthocyanidins? Mining national retail data to reveal the influence of socioeconomic deprivation and seasonality on polyphenol dietary intake.

This author is supported by the Horizon Centre for Doctoral Training at the University of Nottingham (UKRI Grant No. EP/S023305/1).