Qualitative Market Research
Profession
Master in Sociology, History, Art and Media (M.A.)
Senior Research Consultant
Studied at University of Konstanz, Germany and
University College Cork, Ireland (2000-2006)
Working experiences
Self-employed researcher (since 2013)
Senior Research Consultant at GfK SE, Nuernberg/Germany (2007-2012)
Employee at the Research Institute of University of Konstanz/Germany (2004-2006)
Key competences
- 17 years working experiences, 6 years as senior research consultant at GfK Germany
- Project management and project coordination (national and international)
- Focus on concept tests, product research, image and positioning studies, customer satisfaction, Car Clinics and B2B projects
- Moderation of Workshops, Focus Group Discussions, In-depth interviews
- B-2-B, B-2-C, expert interviews, ethnographic research
- UX Research, e.g. App/Website testing
- Qualitative content analysis and reporting (PPT format)
- Analysis tools such as explidata, MAXQDA, Brandwatch
- Online tools such as Kernwert, Zoom, Crowdlab
- International working experiences (mainly EURO 5, USA, China, India, LATAM) and willingness to travel
- Extensive experiences with studies for Asian clients (e.g. in the automotive sector)
- Flexible adaption of moderation style according to client needs
Markets
- Automotive/ Car Clinics
- Telecommunication
- Travel/Tourism
- FMCG
- Financial Services
- Insurances
- Emerging Markets
- Media
Areas of Research
- Consumer insights/ consumer satisfaction
- Design studies
- Clinical studies
- Product tests
- UX research
- Positioning studies
- Concept studies
- Usability tests