"Fragen Sie den Influencer Ihres Vertrauens. Ein qualitativer Ansatz zur Erweiterung der Trendforschung." In: Planung & Analyse, 2/2022.
How to recognize emerging trends and their relevance for specific target groups or product categories with the help of influencers.
A collaboration with Dr. Monique Dittrich using the example of health trends.
"Erzähl mir, wofür du stehst." Kaufentscheidungen werden bewusster getroffen; Markenloyalität infrage gestellt. In:marktforschung.de, Jan. 26th, 2021.
Chances and risks for brands in times of Corona in the German middle class.
"Mobilitätsmuster in Millionenstädten". In: Research & Results, 06/2020.
Methodological advantages of a two-stage study consisting of a diary app and focus groups when approaching the true actions of respondents.
"Das Fahrzeug der unbegrenzten Möglichkeiten.“ In: Planung & Analyse Online, June 13th, 2018.
Smart cars have the potential to revolutionize driving. Artificial intelligence and voice control can create a true added value for its users and has the power to change lifestyles.
“Powerpoint war gestern.” In: Planung & Analyse, 03/2016.
How to implement consumer insights with Insight Action Workshops.
Methodological abstract
“Peering into the Future.” In: Research World, 03/2008.
Marketers need to address the downside of globalisation and what it means for brand management.
Two-stage, qualitative Delphi method
speeches
"Von Wohnzimmern und Elfenbeintürmen. Warum ein Insight Action Workshop hilft." At Research & Results Messe in Munich, 2017.
About Living Rooms and Ivory Towers: The Benefit of Insight Action Workshops.
“Changing Values, Changing Radio?” At Radio Days in Copenhagen, 2011.
“Delphi Scenarios”. At M-Motion-Tag in Frankfurt, 2010.
“Vision 2017”. At ESOMAR World Congress in Montreal, 2008.
