Qualitative Market Research


At a glance:

  • Moderation of Focus Group Discussions, Workshops
  • In-depth-interviews
  • Ethnographic Research/ Inhome Interviews
  • Online Research: setup and moderation of boards, online groups, tasks
  • Social Media Research
  • Project Management
  • Qualitative Content Analysis and Reporting
  • Presentations (German and English)

 


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

  • 13 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
  • 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
  • Positioning studies
  • Concept studies
  • Usability tests