My offer
I have been working in the field of market research for over 20 years, including 8 years as deputy managing director of a market research agency in Hamburg.
I am happy if you book me as a contractor for individual or several modules of a project. I am also happy to offer you full-service projects, which I design, conduct and analyse with the help of my well-developed network, tailor-made for you.
My wide range of services offers you more than usual. It includes:
Moderation
​In the course of my many years of moderation experience, I have developed my personal style. This enables me to achieve maximum breadth and optimal depth of exploration.
Conception
Tailor-made conception and methodical elaboration of market research projects for your research objectives.
Report/ Presentation
My reports are characterised by my strong analytical skills and clear recommendations for action.
In my presentations, I am very happy to discuss the results with you and your team.
Summarising
I listen actively and - especially in group moderation - always briefly summarise what has been said. In this way I signal to the participants that I am very interested in their contributions and also want to understand them. Summarising briefly usually generates agreement, but it becomes particularly valuable when it elicits additions and/or clarifications. This is an important aspect for a lively - and thus fruitful - discussion.
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Professional expertise
In order to be able to assess the contributions of the participants, to recognise the promising aspects and to follow them up, a good professional understanding of the research topic is indispensable for me. I have this knowledge based on my experience in various industries (automotive, IT, energy, consumer goods). I carefully familiarise myself in advance with topics that are less familiar to me.
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Humour
I like to use my sense of humour in my moderations. My focus is on situational humour that is able to lighten the mood and thus have an inviting effect on the participants. After all, a short, shared laugh creates a sense of well-being and relaxation.
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Dealing with dominant/ reserved personality types
In every group there are people who are dominant and those who are more reserved. I stop the dominant ones in a nice way and pay close attention to the small signals that the reserved ones send out and then, at the next opportunity, speak directly to her/him. This makes the participant feel seen and invited to take part in the discussion despite her/his reticence.
Inviting more sensitive topics
I have repeatedly made the experience that my style of moderation and interviewing encourages participants to engage with more sensitive topics (e.g. illness, personal experiences of failure, financial worries, loneliness). This is very valuable in projects that want to reach a comprehensive understanding of non-mainstream target groups.
Moderation
What do I do when I moderate or interview?
Based on my many years of experience with market research projects, I find the most productive and cost-effective approach for your research objectives. It can make sense to choose a purely qualitative or purely quantitative approach. For larger projects, a combination of both is often the most insightful. In any case, I will develop a tailor-made concept for you. In the implementation, I cooperate with selected partners from my network, so that my high-quality standard is ensured for all service areas.
Conception
Tailor-made for your
research objectives
Based on my many years of experience in market research, I have developed a distinctive ability to analyse. This enables me to extract the important essences/insights from the variety of perspectives or data, to show connections and to explain deeper motives. It is always important to me to derive direct recommendations for action from the results. My recommendations are at the very beginning of a report so that they can be found immediately.
Qualitative
During the qualitative fieldwork I already develop a content framework for the analysis. As the fieldwork progresses, this framework takes on clearer and clearer forms. In the analysis and reporting phase, I then review my analysis on the basis of the transcripts/protocols and finalise it. In this process, it finally becomes clear what the decisive aspects are in terms of content and how connections between these and target group-specific characteristics are presented. Enrichment with quotes lets the consumers speak directly. Short video sequences can also convey a very lively impression of the people taking part.
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Quantitative
I highlight the most important key figures (e.g. purchase intention and recommendation willingness, KBFs, etc.). Otherwise, I dive deeper into the data and calculate which subgroups reacted particularly positively (or negatively) to which contents. On the third level of analysis, I use correlational measures and multivariate analyses (e.g. variance or regression analysis) to identify the influences of important content aspects on each other (e.g. drivers of purchase intention).
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Presentation
I am happy to present the results in German or English. I invite you to ask questions during the presentation so that important aspects can be discussed immediately and are not forgotten later. For me, this dialogue with you and your colleagues is the final highlight of a project.
Report/ Presentation
Clear analyses and recommendations for action, lively presentation
For the last eight years as an employee, I worked in a management position (Deputy Managing Director) at a market research agency in Hamburg (HKM GmbH). This included strategic business decisions, personnel responsibility and decisions. With this background of experience, I can provide excellent advice to decision-makers, both in terms of content and strategy, because I am personally highly familiar with the challenges of a decision-maker.
Consulting
Content and strategy
Workshops are a very valued part of my work. Especially when it comes to innovations and/or future trends, a workshop (e.g. with early adopters) can achieve very valuable results for you. I have conducted workshops with selected consumers and with client teams. In international contexts/participants/teams, I moderate my workshops in English.
Workshops
Innovative engine
My comprehensive network of market research agencies, colleagues, recruiters, translators, studios and online panels enables me to offer you every aspect of a market research project. In doing so, I guarantee to maintain my high-quality standards. In this way, I can contribute decisively to the success of your project or carry out your project in a fully responsible, efficient and successful manner.