Head of Qualitative Research, Germany
Alexandra is a highly experienced market researcher and moderator and has overall responsibility for qualitative research at Firefly Millward Brown Germany. She has worked for key national and international clients across various industries for both B2C and B2B clients. Her research expertise includes qualitative and quantitative research, including brand and communication research, new product development, consumer insights and segmentation studies. An enthusiast of cinema and good story telling, Alexandra seeks exciting plots, which she deduces from research insights. Therefore, count on her to explore not only the needs of consumers, but also their mind-set.
After her graduation in psychology, Alexandra started her career as a research and insights manager in the Strategic Planning department of an international advertising agency. She then deepened her qualitative knowledge in a German-based institute for qualitative-psychological consumer market research, where she handled projects for regional and international clients, predominantly in the FMCG and healthcare industries.
Alexandra holds a diploma in psychology, with a major in marketing from the University of Mannheim, Germany.
- Clients Alexandra has worked with include: Unilever, Nestlé, Reckitt Benckiser, Glaxo Smith Kline, Philips, Audi, Daimler AG, Panasonic, MCM, Klosterfrau and Volkswagen
- Interested in innovative solutions that go beyond “classical” qualitative methods (e.g. main contact for IdeaBlogTM and IdeaBlog MobileTM and Implicit Methods such as EyeCaptureTM)
- Expert for Big Idea research at Firefly Millward Brown Germany
- She is a co-author of the first handbook for qualitative market research in German language, Qualitative Marktforschung in Theorie und Praxis, article: Internationale qualitative Marktforschung. Praktische Durchführung: zentral vs. dezentral, Gabler Verlag 2007)
- She conducts client workshops and training programmes on qualitative methods and concept writing
- Loves film festivals, photography and art exhibitions, bizarre landscapes and any sports combined with water