Koert van Ittersum's research focuses on consumer decision-making and choice, attribute importance measurement, and consumption and consumption volume. More specifically, his research deals with regional branding, methods for attribute importance measurement, biotechnology and risk, consumer spending behavior, and the effect of contextual stimuli on consumption volumes. Dr. Van Ittersum's work has been published or is forthcoming in Advances in Consumer Research, European Review of Agricultural Economics, the Journal of Business Research, and the Journal of Consumer Research. He teaches Consumer Behavior and Strategic Brand Management at the undergraduate and MBA levels.

Much of Dr. Van Ittersum's research evolved from problems encountered by governments and companies. He has been involved in research projects for the European Commission, the Dutch government (Ministry of Agriculture), Agrico (Dutch potato co-operative), Unilever, Illinois-Missouri Biotechnology Alliance, and the Illinois Council on Food and Agricultural Research. These projects enabled Dr. Van Ittersum to collaborate with researchers from various academic disciplines, countries, and cultures. He has conducted research and presented papers in Canada, France, Germany, Greece, Italy, Norway, the Netherlands, Switzerland, the United Kingdom, and the United States.