DrDaniela Spanjaard

Daniela brings extensive industry experience from multinational market research agencies specialising in fast‑moving consumer goods, where she held senior account management roles. Her expertise spans a wide range of qualitative and quantitative research methodologies, client relationship management, and brand strategy development. She has worked closely with sales and marketing teams across organisational levels, supporting long‑term growth through evidence‑based marketing insights and business strategy.

Since transitioning to academia, Daniela has drawn on this industry background to bridge marketing theory and corporate practice, particularly through consumer ethnographic research. She has substantial experience in curriculum design and development and has led multiple teaching teams in re‑envisioning the student experience, with a strong focus on graduate employability and experiential learning.

Daniela is a Senior Fellow of Advance HE (formerly the Higher Education Academy) and a Qualified Professional Researcher with The Research Society. She serves on the Editorial Boards of the Journal of Marketing Education and the International Journal of Qualitative Methods.