Dr Amna Khan is a leading consumer behaviour expert, media commentator, Senior Lecturer in Consumer Behaviour and Retailing at Manchester Metropolitan University Business School and a Board Member for pro‑manchester. With a career spanning academic research, industry collaboration, and more than 1000 national and international media contributions, she brings a rare combination of analytical depth and dynamic communication to every stage she steps onto.
As a Manchester Conference Ambassador, she champions high‑impact events in our city region and regularly hosts and facilitates discussions that help Manchester’s sectors shine. This blend of authoritative insight, engaging communication, and deep civic commitment made Dr Amna Khan the perfect host for the recent Association of British Professional Conference Organisers (ABPCO) Excellence Awards in Manchester (Manchester Central, 12 December 2025), where she brought energy, professionalism, and a genuine passion for celebrating excellence within the events industry
The Manchester Convention Bureau recently sat down with Amna to hear her valuable perspectives on the city region's retail sector and how live events play a crucial role in bringing people into the conversation, making expertise accessible and driving brand engagement.
Amna, it is wonderful to have you with us today. To begin, could you tell us a bit about your professional background and what initially drew you to the field of consumer behaviour?
I am a consumer behaviour expert, with a focus on consumer trust, consumption and consumer behaviour. My academic career in consumer behaviour started whilst I was doing a MSc at Alliance Manchester Business School. But my interest in the field of consumer insights truly began on the retail shop floor which I then took into academia. My first consumer research project dates to 2005 when I researched consumer behaviour in forums using an innovative qualitative research technique applied to digital environments, netnography.
Can you tell us about the conferences and events in Manchester that you’ve been involved in? Specifically, what impact do retail-focused conferences have on the industry and consumer engagement within the city?
I have been involved in a number of different conferences, as a board member for Pro Manchester, the North West's best networking organisation. I have hosted and presented at their creative conference and retail lunches. I have hosted Savant Manchester, ABPCO award events and recently spoken at The Retail Bulletin and Retail Destinations.
You often speak about the 'always-on, digitally empowered consumer.' As we look toward the next decade, what does the 'attendee of the future' look like, and how must conference planners adapt their strategies to move beyond passive listening toward meaningful, high-value collaboration?
Conference collaborators would benefit from co-creation of events with key institutions in Manchester and consideration of the overall experience that delegates have when coming to Manchester. Consumers want digital aspect of conference consumption because it brings convenience and ease to the delegate experience, but the true value of any conference or event is drawing on the unique connections and community that an event creates. Manchester is the best city to host events in, the Mancunian spirit, the energy we bring to events is unmatched. 
In your role as a champion for EDI, a board member for pro-manchester and a British Champion Powerlifter, you’ve been a vocal advocate for 'smashing barriers.' How can event organisers ensure that the conferences of tomorrow are not just accessible, but truly representative and inclusive of the diverse global audiences they aim to attract?
Event organisers need to consider the experience of everyone involved, whether of different ethnicities or cultures. Manchester is a multicultural city that represents communities from all over the world. Tapping into the Manchester identity and showcasing the wonderful diversity, opportunity and talent within the city, will ensure that event organisers have something for everyone. Our differences make us stronger, bring nuanced insights, and create more impact for everyone!
You are a passionate advocate for bridging the gap between academia and industry. Based on your experience as a host and facilitator, how do you see the role of conferences in translating research into actionable insights, and what advice would you give to organisers looking to create successful events?
The most successful events ensure delegates leave with an experience which can be made up of education, entertainment, inspiration and a moment to relax and escape. Academics are educators. We aim to inspire future generations and leaders. We lead with rigour, research and theory. Theory is actionable for every industry as we use our insights to provide informed predictions. Every event is rooted in some form of education or inspiration, and it is an opportunity for event organisers to tap into and bring the best of research and insights to their events from thought leaders that are on the forefront of knowledge.
What would be your key message to others who are considering bringing their international events to our city?
Manchester is the city of dreams, breath taking venues, incredible talent and most importantly great people. Bringing your event to Manchester will allow you to deliver an unforgettable event for your delegates.
