Cultural research, insights & strategy

Hi, i am Marina
A curious, empathetic researcher and strategist with 7+ years of experience in a variety of categories and markets. German native, Hamburg local. 

I'm good at:

• Unlocking consumer insights through cultural and behavioral research
• Collecting transformational data and tangible insights about changing and upcoming needs, desires and behaviors.
• Creating clear and inspiring strategy formats to explore and prioritize opportunities.
• Identifying key trends and opportunities on mega and category level. Leveraging meta-analysis, discourse research interviews & conversations with experts and thought leaders. 
• Analysing brand semiotics, decoding implicit cultural associations, codes and narratives of category and brand. Recoding brand narratives and visual codes for increased relevance.
• Consulting on German perspective and market specifics for international projects.
• Favorite topics and clients: future cities, homes & living; health & wellness; beauty & lifestyle; food & FMCG; entertainment & events; female futures; sustainability

Key skills: 

• Consumer & user insights
• User research
• Brand strategy
• Trend analysis
• Foresights & future perspectives
• Semiotic analysis
• Cultural narratives
• Project management
• Innovation management
• Complex research design
• Qualitative research methods
• Collaborative & agile teamwork

Hard facts:

• 5+ years of consulting and complex qualitative research at a boutique agency for innovation strategy in Hamburg
• 3+ years supporting and leading research, trend & strategy projects for a variety of German and international clients.

grounded in and elevated by: sociology and social theory, cognitive science, semiotics, media & literary theory, linguistics, philosophy, popculture, smart design. and snacks.