Tailored
Qualitative
Market Research
with depth
and verve.
My expertise is based on more than 20 years experience in different fields of qualitative market research. Pharmaceutical or delicatessen products, toddler’s play groups orspecialist creative workshops, there is barely an issue, target group or methodology that I have yet to become acquainted with.
I would enjoy supporting you unleash your brand and products‘ potential to stimulate your target groups‘ essential nerve.
My Offer
My services are oriented towards client’s needs in terms of research goals and budget constrictions. I remain in contact and in charge for you, regardless of the types of service your projects may require.
I am used to supervising studies from start to finish, design the research tools required, presenting the results and providing the proper recommendations. Yet I can also assist with individual modules: conduct group sessions, in-depth-interviews, online forums, or support in analysis and reporting.
I would be happy to advise you on the best method to fulfil your research goals.
Methology
TRADITIONAL METHODS
Focus groups, in-depth interviews, couple interviews, etc.
ETHNOGRAPHIC RESEARCH
Home visits, accompanied shopping, customer journeys.
CREATIVE WORKSHOPS
Generating concepts and ideas using visual, projected and interactive techniques.
ONLINE METHODS
Forums, diaries, interviews, blogs, bulletin boards, group discussions.
Research Fields
CONSUMER INSIGHTS
Basic research studies providing in-depth, specific insights into consumers‘ attitudes and behaviour patterns.
CONCEPT DEVELOPMENT
Evaluation and optimization of product and positioning concepts.
USAGE & ATTITUDE RESEARCH
Revealing underlying reasons for patterns of consumption and attitude development.
BRAND AUDITS
Brand explorations, brand positioning, image studies.
PRODUCT AND PACKAGING TESTS
ADVERTISING RESEARCH
Testing of Ads, Claims, Names, Spots, Banners etc.
Focus Points
International Research
Having grown up in France and England, I was not only fortunate to learn foreign languages with relative ease – I also became used to seeing and appreciating Germany as an observer from an early age on.
Whilst working for the Ernest Dichter Institute, I coordinated and managed many international projects, whereas now as an independent market researcher my work is based largely in Germany. Now, however, I focus on working with clients from other European countries for whom I explain and decode the behaviour of German consumers, in order to help clients to understand these patterns in an international context.
I view my role as that of an interpreter of culture between different countries. This can be taken quite literally, for correctly translating and interpreting the finer points of a language is of paramount importance, especially when verbal concepts are being tested.
Yet the true core of such projects is illuminating the traits and relevant characteristics of German culture to non-Germans – whether this relates to the unique role of German whole grain bread, or the special types of feelings Germans have towards their cars.
Food Research
Down the years I find my career in market research has become increasingly focused on food and culinary enjoyment.
My own personal interest in good food and drinks, cooking, experiencing new aromas and culinary influences plays a role here. It is hardly by accident that I share an office in the Frankfurt Nordend district with several creative foodies (food stylists and photographers, cookbook authors etc.).
Right from the start I have worked for renowned clients in the food sector, such as Tchibo, Barilla or Ferrero. So I had the chance to observe an analyse the burgeoning expansion of the German coffee market or the increasingly ambivalent attitudes of parents towards their children’s‘ consumption of sweets.
The whole area of food and gastronomy has become immensely more complex and important over the last 20 years. Whereas previously the only criteria that really counted were essentially taste, price and convenience, food has essentially been transformed into an ersatz religion involving a bewildering array of complex emotional and socially relevant alternatives.
You could say it presents a »veritable banquet« to an inquisitive market researcher who strives to discern the psychological roots behind patterns of behaviour!
Personal Details
Growing up in London and Paris I experienced early on that my own – German – set of experiences and viewpoint were not necessarily the only available, but rather that different languages, cultures, attitudes and ways of living life co-exist alongside each-other.
I began my psychology and media consulting studies in Berlin in 1987.
I experienced the fall of the Berlin Wall that so clearly demonstrated to me that not only the new capital, but also society itself together with its system of values is in a permanent state of flux.
I took up my first position as market researcher at Ernest Dichter Institut in Frankfurt in 1997. Here I was able to further and refine my enjoyment of in-depth psychological motivation research. For over 10 years I supervised numerous domestic and international studies, initially as a study manager, later as part of the management.
While gathering experience working with a wide variety of branches and sectors (Pharmaceutical, Media, B2B, Financial Products, Body Care), what I was always been particularly interested in and drawn to was researching and analysing the soul of the food and gastronomic businesses.
In 2012 I took the step to become self-employed and have worked together successfully since then with both domestic and international clients