Birgit M.
Market Research, Ghostwriting and Finding Market Research Service Providers
Experience
Oct 2020 - Present
5 years 1 monthInitiator and Developer of an International Database for Market Research Service Providers
- Built an international database to find market research service providers.
Apr 2007 - Apr 2020
13 years 1 monthMunich, Germany
Freelance Contributor
Research & Results
- Worked in the editorial team of the trade magazine.
- Co-organized the annual market research fair "Research & Results" in Munich. For example, press work, media planning or web maintenance. Project management for the fair catalog, the workshop program and the fair survey. Sole contact person for the exhibitors.
Jan 2005 - Present
20 years 10 monthsNuremberg, Germany
Freelance Market Research Consultant
- Worked so far for companies in the Sparkasse financial group in the areas of customer satisfaction, image studies and advertising analyses.
- Various ad-hoc projects for O2 (e.g. POS surveys).
- Ongoing customer satisfaction studies for O2, Tchibo mobil and FONIC.
- Pure consulting projects (selection and management of institutes), e.g. for Ravensburger Spiele.
- Author of specialist articles.
- Ghostwriting blogs, specialist articles and two books so far on macroeconomics, market research or social sciences.
- Teaching at the Sparkasse academies of Bavaria and Baden-Württemberg.
Jul 2000 - Dec 2004
4 years 6 monthsStuttgart, Germany
Head of Communications Consulting / Advertising Market Research
Deutscher Sparkassen Verlag
- Took over disciplinary and professional leadership.
- Granted power of attorney starting March 1, 2002.
- Provided professional leadership for the department.
- Provided communication consulting to individual Sparkassen banks and associations based on advertising and media research, from acquisition through presentations to implementation support.
- Conducted pretests, post-tests, brand and image research for national Sparkasse advertising and individual Sparkassen banks and Landesbanken.
- Media research for the media agency AM (a subsidiary of Deutscher Sparkassen Verlag).
- Basic studies to optimize Sparkasse websites.
- Conjoint measurements for the Value-Added Concepts department at Deutscher Sparkassen Verlag.
- Carried out various ad-hoc studies, e.g. the impact of POS measures, efficiency analyses of exhibitions and fairs, as well as mystery shopping.
- Target group analyses based on primary research and multivariate analyses of market/media studies (Soll+Haben, Communication Network, AWA, etc.).
- Revised the basic target group model for the Sparkasse organization.
- Prepared external foundational studies on advertising and media effectiveness.
- Conducted qualitative and quantitative competitive monitoring; revised the Nielsen reporting for financial service providers.
- Performed database analyses and internet research on current issues.
- Consolidated and shared insights from primary studies of the Sparkasse financial group, such as customer satisfaction, counter tests and financial market panel, etc.
- Planned and set up a business intelligence platform.
- Supervised diploma theses.
- Wrote professional articles for Sparkasse media.
- Taught at Sparkasse academies.
Feb 1997 - Jun 2000
3 years 5 monthsStuttgart, Germany
Communications Consulting Consultant
Deutscher Sparkassen Verlag
- Provided professional leadership for the department.
- Provided communication consulting to individual Sparkassen banks and associations based on advertising and media research, from acquisition through presentations to implementation support.
- Conducted pretests, post-tests, brand and image research for national Sparkasse advertising and individual Sparkassen banks and Landesbanken.
- Media research for the media agency AM (a subsidiary of Deutscher Sparkassen Verlag).
- Basic studies to optimize Sparkasse websites.
- Conjoint measurements for the Value-Added Concepts department at Deutscher Sparkassen Verlag.
- Carried out various ad-hoc studies, e.g. the impact of POS measures, efficiency analyses of exhibitions and fairs, as well as mystery shopping.
- Target group analyses based on primary research and multivariate analyses of market/media studies (Soll+Haben, Communication Network, AWA, etc.).
- Revised the basic target group model for the Sparkasse organization.
- Prepared external foundational studies on advertising and media effectiveness.
- Conducted qualitative and quantitative competitive monitoring; revised the Nielsen reporting for financial service providers.
- Performed database analyses and internet research on current issues.
- Consolidated and shared insights from primary studies of the Sparkasse financial group, such as customer satisfaction, counter tests and financial market panel, etc.
- Planned and set up a business intelligence platform.
- Supervised diploma theses.
- Wrote professional articles for Sparkasse media.
- Taught at Sparkasse academies.
Feb 1995 - Jan 1997
2 yearsFrankfurt, Germany
Deputy Head of the Advertising Research Department
BASISRESEARCH / Millward Brown International
- Of which nine months as acting head of the department.
- Acquisition, organization, planning, monitoring and presentation of pre-tests, post-tests and product tests for national clients.
- Management of international communication research projects in Germany.
- Coordination of international projects.
- Conducting media mix modeling.
- Independently managed clients: including Unilever, Schweppes, Fisherman’s Friend, Sony.
Jul 1993 - Jan 1995
1 year 7 monthsNuremberg, Germany
Project Manager
GfK Kommunikationsforschung
- Acquisition, organization, planning, monitoring and presentation of pre-tests.
- Independently managed clients: e.g. Kraft Jacobs Suchard, Melitta, Gore-Tex, Citibank.
- Development of foundational projects.
Nov 1991 - Jun 1993
1 year 8 monthsNuremberg, Germany
Research Assistant
GfK Kommunikationsforschung
Aug 1989 - Sep 1989
2 monthsStuttgart, Germany
Intern
Mercedes Benz AG
- Internship in the market research department.
Jan 1989 - Dec 1991
3 yearsNuremberg, Germany
Freelance work: advertising consulting, desktop publishing, trade show hostess
- Freelance work in advertising consulting and desktop publishing, primarily for Rima Ziehtechnik (Schorndorf) and Rima Dachdeckerbedarf (Nuremberg).
- Worked as a trade show hostess for these companies in Munich and Leipzig.
Feb 1988 - Mar 1988
2 monthsDüsseldorf, Germany
Intern
Volker Böttcher Marktforschung
- Internship in market research.
Oct 1987 - Dec 1988
1 year 3 monthsNiefern-Öschelbronn, Germany
Freelance work
Klartext Werbeberatung
Jan 1987 - Sep 1987
9 monthsNiefern-Öschelbronn, Germany
Intern
Klartext Werbeberatung
- Internship in advertising consulting.
May 1986 - Sep 1986
5 monthsStuttgart, Germany
Various holiday jobs
Sep 1985 - Dec 1985
4 monthsOrléans, France
Trade show hostess
Raccord Orléonais
- Worked as a trade show hostess in Paris.
Summary
I am a passionate market researcher who turns numbers into stories and publishes them. My software skills at a glance:
Office 365 with Excel, Access, Word, PowerPoint and Notes / Survey programming (quantilope and QuestionPro) / Analysis tools like SPSS, quantilope, QuestionPro and DisplayR / Analysis tools for market media studies (MDS and MediMach) / Prompt writing with ChatGPT, humata.ai, copy.ai, perplexity.ai and PDFgear / Core social media skills: LinkedIn and Instagram / Image and video editing: Photoshop, Canva, CapCut / SEO certification and CMS skills: Contenido or WordPress / Strong presentation skills, also in English
Languages
German
NativeEnglish
AdvancedFrench
ElementaryItalian
ElementaryEducation
Oct 1986 - Oct 1991
University of Applied Sciences for Business in Pforzheim
Business Administration · Pforzheim, Germany
Max Planck High School
High School Diploma (Abitur) · Schorndorf, Germany
Certifications & licenses
ESOMAR Seminar Brand Value
BASISRESEARCH / Millward Brown International
ESOMAR Seminar International Research
BASISRESEARCH / Millward Brown International
Writing SEO Texts and Formatting Them Correctly
Udemy Academy
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