MY WORK
I mainly support institutes or agencies on a project basis - B2C and B2B, national and international.
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I am happy to manage projects from A-Z or simply take on sub-areas such as guideline development, moderation or analysis.
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No project is too big or too small - if necessary, I call in other experienced researchers from my broad network.
People are complex.
Just asking questions is rarely enough to find out what people really do, say, think and feel.
MY GOAL:
EXCELLENT, CLEAR, REALISABLE RESEARCH
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Professional support in qualitative research for institutes, agencies, other professionals and companies..
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Moderation of group discussions, interviews, workshops, online studies
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Development of discussion / activity guides, agendas
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Analysis and reporting of qualitative or mixed methods studies (English, German)
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Supervision of international studies
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Conceptualisation of research designs
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Set-up of studies, e.g. definition of samples, development of screeners
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Debrief workshops
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Presentation of results
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Classic methods are my basic tools. However, the new media in particular offer many great new opportunities to make research more effective and meaningful.
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​​Examples for methods I work with:
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Group discussions / focus groups
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In-depth interviews, pair interviews, expert interviews
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Ethnographic methods, e.g. in-home visits, diaries
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Creative workshops, co-creation workshops
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Accompanied shoppings
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Mobile and online communities / discussion forums
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Qualitative content analysis, e.g. of blogs
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Usability tests
Of course, I also have an extensive toolbox of associative, projective and creative techniques that I can use specifically for each of the methods whenever appropriate.
The dynamics of markets and society constantly give rise to completely new qualitative issues. Exciting and no problem with the right methodological tools!
Examples for frequent research areas:
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Consumer Understanding, Zielgruppenforschung
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Usage & attitudes studies / category studies
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Concept development and optimisation
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Concept Clinics
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Innovation research
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Brand core analysis / brand & strategy development
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Segmentation & positioning studies
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Qualitative advertising / packaging tests
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Buyer studies / accompanied shoppings
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Website / app tests, tests of media content
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Studies on general attitudes & value systems
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The trick of qualitative research is to ask the right questions in the right way at the right time - and to skilfully evaluate the responses.
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My heart and my mind are qualitative
- open and flexible!
I am passionate about research and the ‘why’ question. During a study, I immerse myself in the product, the brand, the service and do everything I can to get closer, go deeper and really understand.
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I work in a thorough and organised manner:
All questions in a research brief are analysed and fully answered.
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As a business communication graduate, I always keep an eye on marketing and communication objectives and clear, pragmatic recommendations for action.
I have conducted research for a wide range of clients on behalf of various market research institutes.
My main focus:
Fast Moving Consumer Goods. Here is a selection.
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MEDIA / TELE COMMUNICATION / TECHNOLOGY
eBay, Electronic Arts, NBC Universal, amazon prime, facebook, Deutsche Telekom, vodafone, O2, Sony, Somfy, Samsung
FMCG:
Unilever (Knorr, Lätta, Rama, Cremissimo, Pfanni, Dove, u.a.), Arla,
Beiersdorf, L'Oréal, Henkel, Beam Suntory, Holsten, Tchibo, Ferrero, MondolÄ“z, Kelloggs, Jacobs Douwe Egberts, Nestlé, lavazza, Cofresco
PHARMA:
Bayer, Sanofi-Aventis, Mucinex, Coloplast, Tena Essity
TRAVEL
Deutsche Bahn, ADAC, Airbnb
RETAIL / FASHION:
REWE (Penny, Bipa), EHI Retail Institute, Hamberger, Nike, TK Maxx, UGG, Lycra
POLITICS / SOCIAL RESEARCH:
Steinbeis Universität, Ministry for family, seniors, women and youth, Deutsches Bildungswerk, University of Fulda