International Project Management
My career began in qualitative project management at Kantar and evolved into independently leading and integrating qualitative and quantitative projects.
Market Research · Consumer Insights · Analytics
A research career built around business decisions.
10 years across agency, corporate, start-up and independent research.
10 Years of End-to-End Experience
Experience spanning questionnaire design, sample definition, analysis, report writing and client presentations—from project set-up to final delivery.
Leadership Across Company Scales
I have managed a market research team in a 30,000-employee corporation and an insights team in a fast-moving start-up.
Commercial KPIs
A performance culture built around sales targets, research quality and measurable improvement—including raising project NPS from 7 to 9.
What sets me apart?
I treat every brand as if it were my own.
What distinguishes me is not only my combined qualitative and quantitative research experience or my statistical training. I care about each brand as if it were my own, which helps me understand what senior leaders are trying to achieve and connect research to commercial reality.
- I turn complex datasets into analyzable structures and lead the analysis.
- I synthesize insights from qualitative moderation with quantitative findings.
- I identify the most important actionable insights—not simply every finding.
- I translate evidence into measurable, commercially applicable recommendations.
- I manage projects end-to-end and align teams around clear requirements.
Selected work
Case Studies
Four examples of how I combine research design, analysis and commercial thinking to uncover opportunities and support decisions.
01Segmentation
Revealing customer personas the brand had been missing
Challenge: A white-goods brand wanted a clearer understanding of its customers and the needs shaping their choices.
Approach: We identified five distinct customer segments—including family-oriented buyers, durability seekers and early technology adopters—and validated the structure statistically.
My contribution: I focused on reassessing the opportunity areas behind each segment and turning them into usable personas. This helped the brand recognize customer expectations that had previously remained out of view.
02A/B Testing
Turning nearly 100 experiments into reusable campaign rules
Challenge: A consumer-electronics company needed to understand which messages and visual cues became dominant across email, website and campaign assets.
Approach: Over one year, we divided digital experiences into control and treatment groups, tracked performance and tested whether the differences were statistically meaningful.
My contribution: I managed the programme, coordinated teams, defined test criteria and translated the results into visual and operational guidance. The final output documented campaign principles that could be reused across business units.
03Product Innovation
Finding a new use occasion during the pandemic
Challenge: The pandemic increased interest in caravans, yachts and tiny houses, revealing a group that needed consumer electronics beyond the home.
Approach: I proposed a portable, battery-powered television that required no fixed cable connection and could serve a broader audience than laptops or tablets.
Impact: After market and commercial validation, the product was developed and received positive customer feedback. It also opened a wider conversation about portable home appliances for outdoor use.
04Laddering Analysis
Connecting functional benefits to human values
Challenge: The brand needed to understand not only what customers wanted from an appliance, but why those benefits mattered emotionally.
Approach: Laddering interviews and structured value mapping linked practical outcomes to deeper motivations. Saving time on handwashing, for example, meant more time with loved ones, a greater sense of capability and stronger self-respect.
Impact: The work reframed the product from a functional solution into a positive emotional experience, creating more meaningful direction for communication and positioning.
Experience network
Brands, research partners and stakeholders
The brands below reflect projects and collaborations undertaken while I was employed at Kantar, Xsights, Vestel and Twentify.
Selected Brands
Coca-Cola, Unilever, Facebook (Meta), L'Oréal, LEGO, Bayer, Sanofi, BP, Miele, P&G, Colgate, PepsiCo, Garanti BBVA, McDonald's, Shell and Arçelik.
Research Partners
- Kantar
- Ipsos
- GfK
- Simon-Kucher
Stakeholders
- Marketing
- Brand & Communications
- Consumer Insights
- Sales & Commercial
- Product & Innovation
- Data Science
- Senior Leadership
The brands listed above represent experience gained through projects delivered during my corporate and research-agency roles. Due to confidentiality obligations, detailed project information cannot be disclosed.
Career
Professional Experience
2024 – Present
Freelance Market Researcher
Independent · GermanyManage projects independently across proposal development, research design, moderation, analysis, reporting and client presentations.
2023 – 2024
Insights Manager
TwentifyManaged the performance and development of a seven-person insights team. Improved insight quality across methodologies, questionnaires, analyses and client reports.
2019 – 2023
Market Research & Consumer Insights Lead
VestelLed research and analytics initiatives supporting retail performance, consumer-electronics sales targets and stronger brand equity.
2018 – 2019
Customer Solutions Executive
XsightsDesigned and delivered tailored ad-hoc studies, including segmentation, brand health, customer experience and U&A research.
2016 – 2018
Quantitative & Qualitative Research Executive
KantarDelivered qualitative and quantitative projects for global brands and international offices. Built strong capabilities in client management, negotiation and stakeholder engagement.