About me
Broad methodological expertise
My passion and expertise include both methodological directions of market research (qualitative and quantitative).
That's me
I am a true 'Hamburg boy' with a heart in the right place and a great love for the sea and sailing. That's how the 'meer’ (German for sea) gets into ‘Marktforschung und meer’ (meaning market research and more).
Industry experience
I have a lot of experience in the automotive, mobility, consumer goods, IT/technical products and energy sectors.
Target group expertise
​I have experience with various consumer groups as well as with different btb target groups.
My background
Human thinking, acting and feeling has always fascinated and interested me. A very good basis for a market researcher.
Languages
German is my mother tongue, my English is business fluent. Writing English reports as well as conducting interviews, presentations and workshops in English is a matter of course for me.
Broad methodological expertise
I took my first steps in market research in a qualitative environment. Since I have been working full-time as a market researcher, however, both methodological directions are equally important. In addition to my qualitative 'roots', which I have been able to develop further and further, I have acquired a broad spectrum of quantitative know-how. I designed, conducted and analysed large quantitative projects. This has given me a deep understanding of both research methods and thus no blind spots. In my opinion, the choice of methodological approach should always result from your objectives, not be defined in advance by a methodological specialisation of the researcher. In larger projects, it can make a lot of sense to use both qualitative and quantitative methods (e.g. in car clinics). In such cases, my broad methodological expertise is also of great benefit to me. I can therefore offer a very comprehensive range of services.
Industry experience
Automotive
The area in which I have done a lot of research over the last 15 years. I have designed, conducted and analysed car clinics (concept, design and launch clinics, feature and dynamic clinics), strategic market analyses, trend and innovation research, customer satisfaction and loyalty projects in the automotive sector.
In addition to passenger cars, I have also regularly conducted research on light commercial vehicles.
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Mobility
I was responsible for a New Mobility Newsletter that was produced monthly for a client for several years.
I have also carried out projects for large providers in this field, e.g. a brand positioning.
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Consumer goods
FMCGs dominated the first years of my market research work (mainly product, product development and advertising research as well as shelf testing). Since being self-employed/ founding Marktforschung und meer, I have returned to this field more.
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IT and technical products
I have regularly conducted qualitative projects with IT decision makers (CIOs, Head of IT, Chief Architects etc.). In this way, I have acquired a comprehensive knowledge of the structures of large IT systems, their challenges and the developments within IT (cloud services, IoT, AI, etc.).
Furthermore, I have regularly conducted innovation research for technical products.
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Energy
In this area, I conducted customer satisfaction studies with managing directors of municipal utilities and energy buyers of larger utilities. In doing so, I gained deep insights into the complexity of today's energy procurement strategies.
Target group expertise
I have been able to gain experience with diverse target groups. Besides classic consumers, I have also worked with underrepresented target groups (e.g. ethnic minorities, elderly, lonely and financially very limited people).
In the btb field, I spoke with experts from various disciplines (automotive, sociology, journalism, etc.). Decision-makers from large and medium-sized companies were regularly among my discussion partners.
That’s me
I live the typical virtues of the Hamburg merchant (respect, keeping one's word, reliability) and have a dry, North German sense of humour. I have always been fascinated by the diversity of human opinions and perceptions. Even as a child, I was constantly making up games in which I wrote tables. I can really live out these two passions as a qualitative and quantitative market researcher, which always inspires me anew for this profession.
My background
My fascination for people and the many questions that came up led me to study psychology. In the course of my studies, I then came into contact with market research and realised that I had a lot to bring to it and that there was still a lot to learn, a very appealing mixture. I subsequently worked for almost 20 years in market research agencies in Hamburg, the last eight years of which as Deputy Managing Director of HKM GmbH. Then it was time for a change and I decided to set up my own business as a freelance market researcher. I took this step at the beginning of 2022 and founded Marktforschung und meer.