"Basically, I have been compelled by curiosity." 
Mary Leakey, archaeologist and paleoanthropologist

Empathy and commitment

The question of "why" already interested Katharina as an adolescent. She therefore early decided on studying sociology and anthropology, in order to understand social drivers and contexts better. 

At Produkt + Markt, she initially started her career as a quantitative market researcher. After her first encounters with qualitative research, she developed a soft spot for the deeper exploration possibilities of qualitative methods. Since then, she has been finding answers to consumers' "why" with a great deal of empathy and commitment and loses herself in understanding customer needs and further developing concept ideas.
 

Currently, Katharina manages both qualitative and quantitative projects at Produkt + Markt in the Customer & Consumer Research department. She quickly acquaints herself with new topics and is thus able to provide her clients with comprehensive advice. She has particular industry expertise in the energy and insurance sectors. 


Expertise

• Mixed-method research
• Qualitative interview and survey techniques 
• Ideation and Innovation
• Creative techniques from the field of CPS & Design Thinking
• Co-creation workshops
• Interviewing of sensitive target groups and in the B2B area

Roles/ Responsibilities

• Senior Research Consultant at Produkt + Markt
• Project manager for qualitative and quantitative studies
• Moderator for in-depth interviews, focus groups and (creative) workshops (on- and offline)