Expert Details
Consumer Insights
ID: 726411
Germany
Work experience includes:
* Consumer Insights expert for leading management consulting firm, setting up, conducting, analyzing, and deriving actionable recommendations for clients including financial services, telecoms, pharmaceuticals, nutritional products, FMCG and retail
* Product development for a leading mononline credit card issuer in the USA, including ethnographic research, focus groups, conjoint research, loyalty driver and loyalty impact (CLV) analyses
* Academic work includes conjoint work as input to model network externalities in the US mobile telecom market, and early research into the impact of mediated communication in team settings
Currently based in Europe, but recent work ranged from Nordic countries to the UAE and Saudi Arabia.
Expert has developed and conducted conjoint studies to build pricing optimization tools in close cooperation with clients, merging market view (conjoint data) with client view (product P&L, margin calculator). Applied knowledge primarily for major clients in telecoms, banking/financial services industries.
Conducted pricing research for retail banks and telecom providers, including work in Eastern Europe and the Middle East. Methods applied range from simple correlation analyses to complex choice models. One client estimates overall study impact at 40-60 million Euros over 2-3 yearsSupported work on new product development for financial services, such as developing service offerings for small business clientele using focus groups and ideation, as well as developing insights into consumer preferences in payments and liquidity management, focusing on key profitability levers for banks and processorsManaged branding research across a variety of industries and business objectives.
- Assessed the brand value of a health care provider exposed to legislative reforms
- Supported branding decisions in a post-merger situation in the insurance market, leading to the decision to maintain the purchased brand and phase in the acquiring brand slowly
- Provided a comprehensive overview of the Nordic banking market's brand positions, and competitors' strengths and weaknesses
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2004 | Degree: MBA | Subject: Marketing | Institution: Smith School of Business, University of Maryland, MD |
| Year: 2000 | Degree: Diploma | Subject: Psychology | Institution: University of Mannheim, Germany |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2006 to 2008 | Employer: McKinsey & Company | Title: Practice Specialist | Department: Marketing and Sales Practice |
Responsibilities:• Managed all aspects pertaining to market research and insights generation as part of client-facing teams, including problem definition, questionnaire design, data analysis, and presentation of results and recommendations• Conducted pricing research for retail banks and telecom providers, including work in Eastern Europe and the Middle East. Methods applied range from simple correlation analyses to complex choice models. One client estimates overall study impact at 40-60 million Euros over 2-3 years • Supported work on new product development for financial services, such as developing service offerings for small business clientele using focus groups and ideation. Current work includes developing insights into consumer preferences in payments and liquidity management, focusing on key profitability levers for banks and processors • Managed branding research across a variety of industries and business objectives. - Assessed the brand value of a health care provider exposed to legislative reforms - Supported branding decisions in a post-merger situation in the insurance market, leading to the decision to maintain the purchased brand and phase in the acquiring brand slowly - Provided a comprehensive overview of the Nordic banking market's brand positions, and competitors' strengths and weaknesses |
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| Years | Employer | Title | Department |
| Years: 2006 to 2006 | Employer: Bank of America | Title: Vice President | Department: Card Services, Research and Development Lab |
Responsibilities:• Responsible for ongoing customer loyalty and satisfaction studies. Guided redesign of research methodology to maximize utility as leading indicator for Card Operations churn rates• Managed in-house research operations, including survey research call center operations (35 stations), CATI programming, data preparation and analysis staff. Responsibilities included budgeting, people management and people development |
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| Years | Employer | Title | Department |
| Years: 2004 to 2006 | Employer: MBNA America, N.A. | Title: Assistant Vice President | Department: Research and Development Lab |
Responsibilities:• Designed, implemented, analyzed and reported ad-hoc research from various sources, including ethnographic, focus group, (in-house) survey research, and account behavior analysis for various lines of business |
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| Years | Employer | Title | Department |
| Years: 2003 to 2004 | Employer: University of Maryland | Title: Research Assistant | Department: Robert H. Smith School of Business, Marketing |
Responsibilities:Supported research programs of Rebecca Hamilton and Judy K. Frels, including developing a coding system for qualtitative data, and developing, executing, and analyzing a discrete choice experiment with estimation of individual-level utilities. |
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| Years | Employer | Title | Department |
| Years: 2002 to 2003 | Employer: University of Maryland | Title: Teaching Assistant | Department: Robert H. Smith School of Business, Decision, Operations & Information Technologies |
Responsibilities:Taught statistics classes to undergraduate (2002) and graduate (2003) business students. Work included grading, 1-on-1 tutoring for part-time MBA students as well as teaching in classroom setting. |
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| Years | Employer | Title | Department |
| Years: 2000 to 2002 | Employer: WO-Institut | Title: Freelance Consultant and Data Analyst | Department: n/a |
Responsibilities:• Co-developed and piloted an online research tool, resulting in an estimated 50% reduction of data collection time, 80% reduction of errors in data-sets, and 30% cost reduction during first application• Managed and reported national and international Employee Satisfaction Survey projects in medium-sized to large companies (including retail, manufacturing, utilities, and pharmaceutical industries) |
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| Years | Employer | Title | Department |
| Years: 1994 to 2000 | Employer: University of Mannheim, Germany | Title: Teaching Assistant; Research Assistant | Department: Psychology (Methods; Work & Organizational) |
Responsibilities:Various positions, including• Copy editing for manual for experimental psychology software • Teaching assistant for undergraduate statistics (beginning during 3rd semester of my own studies) • Research assistant for special project on impact of mediated communication on team work (later labeled "virtual teams") |
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| Years | Employer | Title | Department |
| Years: 2000 to 2002 | Employer: University of Mannheim, Germany | Title: Project Manager | Department: Psychology (Work & Organizational) |
Responsibilities:Managed all aspects (including budget and staffing) of ongoing research project on impact of mediated communication on team work |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 2002 to 2006 | Country / Region: United States of America | Summary: Graduate studies, work for Bank of America and MBNA |
| Years: 2006 to 2008 | Country / Region: EMEA | Summary: Work for McKinsey's European Marketing & Sales Practice, with engagements in or for clients in Sweden, UK, Spain, Italy, Germany, Czech Republic, Greece, UAE, USA, and Japan |
Additional Experience
| Training / Seminars |
|---|
| Developed and held seminar on value-based pricing for Eastern European banking client |
| Vendor Selection |
|---|
| 5-year experience in finding, screening, and selecting market research vendors based on project needs and regional expertise |
| Marketing Experience |
|---|
| Deep understanding of consumer view of the US card market, as well as Eastern European consumer markets in banking |
| Other Relevant Experience |
|---|
| Driven to develop optimal insights studies, starting with full understanding of business challenge to be addressed, and ending with providing actionable recommendations to address business challenge. Independent adviser to decide if market research is required, what type of market research, and what insights to expect at what cost. |
Language Skills
| Language | Proficiency |
|---|---|
| English | Studied and worked in the US (Mid-Atlantic region), worked for international management consulting company |
| German | Native German |
| Croatian/Serbian/... | Basic |