Birgit Maier
Initiator and Developer of an International Database for Market Research Service Providers
Experience
Oct 2020 - Present
4 years 10 monthsInitiator and Developer of an International Database for Market Research Service Providers
- Developed an international database to search for 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 Research & Results market research fair in Munich, including press relations, media planning, and website maintenance. Project lead for the event catalog, workshop program, and trade fair survey. Sole contact person for exhibitors.
Jan 2005 - Present
20 years 7 monthsNuremberg, Germany
Freelance Market Research Consultant
- Projects so far for companies in the Sparkassen Financial Group on 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 (selecting and managing institutes), e.g., for Ravensburger Spiele.
- Author of industry articles.
- Ghostwriting blogs, trade articles, and two books so far on macroeconomics, market research, and social sciences.
- Teaching at the Sparkassen 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 as of March 1, 2002.
- Led the department professionally.
- Provided communications consulting to individual savings banks and savings bank associations based on advertising and media research, from acquisition to presentation and implementation support.
- Conducted pretests, posttests, and brand and image research for national savings bank advertising and individual banks and Landesbanken.
- Media research for the AM media agency (subsidiary of Deutscher Sparkassen Verlag).
- Basic studies to optimize savings bank websites.
- Conducted conjoint measurements for the Value-Added Concepts department at Deutscher Sparkassen Verlag.
- Carried out various ad-hoc studies, e.g., evaluating POS measures, efficiency analyses of exhibitions and trade fairs, and mystery shopping.
- Target group analyses using primary research and multivariate analyses of market/media studies (Soll+Haben, Communication Network, AWA, etc.).
- Revised the basic target group model for the savings bank organization.
- Prepared external foundational studies on advertising and media effectiveness.
- Qualitative and quantitative competitive monitoring and revamped Nielsen reporting for financial service providers.
- Database analyses and internet research on current issues.
- Collected and shared findings from primary studies of the Sparkassen Financial Group, such as customer satisfaction, counter tests, financial market panel, etc.
- Planned and set up a business intelligence platform.
- Supervised diploma theses.
- Wrote articles for savings bank media.
- Taught at savings bank academies.
Feb 1997 - Jun 2000
3 years 5 monthsStuttgart, Germany
Communications Consulting Consultant
Deutscher Sparkassen Verlag
- Led the department professionally.
- Provided communications consulting to individual savings banks and savings bank associations based on advertising and media research, from acquisition to presentation and implementation support.
- Conducted pretests, posttests, and brand and image research for national savings bank advertising and individual banks and Landesbanken.
- Media research for the AM media agency (subsidiary of Deutscher Sparkassen Verlag).
- Basic studies to optimize savings bank websites.
- Conducted conjoint measurements for the Value-Added Concepts department at Deutscher Sparkassen Verlag.
- Carried out various ad-hoc studies, e.g., evaluating POS measures, efficiency analyses of exhibitions and trade fairs, and mystery shopping.
- Target group analyses using primary research and multivariate analyses of market/media studies (Soll+Haben, Communication Network, AWA, etc.).
- Revised the basic target group model for the savings bank organization.
- Prepared external foundational studies on advertising and media effectiveness.
- Qualitative and quantitative competitive monitoring and revamped Nielsen reporting for financial service providers.
- Database analyses and internet research on current issues.
- Collected and shared findings from primary studies of the Sparkassen Financial Group, such as customer satisfaction, counter tests, financial market panel, etc.
- Planned and set up a business intelligence platform.
- Supervised diploma theses.
- Wrote articles for savings bank media.
- Taught at savings bank academies.
Feb 1995 - Jan 1997
2 yearsFrankfurt, Germany
Deputy Head of Advertising Research Department
BASISRESEARCH / Millward Brown International
- Nine months as acting head of the department.
- Acquired, organized, planned, controlled, and presented pretests, posttests, and product tests for national clients.
- Handled international communication research projects in Germany.
- Coordinated international projects.
- Conducted media-mix modeling.
- Independently managed clients including Unilever, Schweppes, Fisherman’s Friend, and Sony.
Jul 1993 - Jan 1995
1 year 7 monthsNuremberg, Germany
Project Manager
GfK Kommunikationsforschung
- Acquired, organized, planned, controlled, and presented pretests.
- Independently managed clients including Kraft Jacobs Suchard, Melitta, GoreTex, and Citibank.
- Developed basic research projects.
Nov 1991 - Jun 1993
1 year 8 monthsNuremberg, Germany
Research Associate
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 Projects: Advertising Consulting, Desktop Publishing, Trade Fair Hostess
- Freelance work in advertising consulting and desktop publishing, mainly for Rima Ziehtechnik (Schorndorf) and Rima Dachdeckerbedarf (Nuremberg).
- Worked as a trade fair hostess in Munich and Leipzig for these companies.
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 Fair Hostess
Raccord Orléonais
- Worked as a trade fair hostess in Paris.
Languages
German
NativeEnglish
AdvancedFrench
ElementaryItalian
Elementary Education
Oct 1986 - Oct 1991
University of Applied Sciences Pforzheim
Business Administration · Pforzheim, Germany
Max Planck Gymnasium
High School Diploma · Schorndorf, Germany
Certifications & licenses
ESOMAR Seminar Brand Value
BASISRESEARCH / Millward Brown International
ESOMAR Seminar International Research
BASISRESEARCH / Millward Brown International
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