what i offer
My services are designed to help you navigate complex issues and meet your needs.
doing
research
From reality to research.
The problem always comes before the data. It all starts with asking the right question, followed by exploring the puzzle. It doesn't matter whether it's a business project, such as product development, or a scientific inquiry.
Research as part of a scientific research project
I can assist you with empirical research, whether qualitative or quantitative, or carry it out independently if required (depending on the defined scale, scope, and complexity).
These include ethnographic, sociological, and cultural studies methods such as fieldwork, interview studies, vignette experiments, content analysis, discourse analysis, media analysis, and surveys.
Research as part of a brand project, in the run-up to product development, and as the basis for strategy building
Of course, any research conducted for scientific purposes also provides an excellent starting point for brand projects or product development. In-depth analysis, insights into the societal context, valid facts, and knowledge are all indispensable.
In the case of brand projects or product development, however, it is crucial that the knowledge gained can be used to create something new or to transform something that already exists. Furthermore, to ensure that research contributes effectively to strategy building, it makes sense to combine it with more business-oriented approaches. While such aspects should be strictly avoided in academic research.
For example, an in-depth brand discovery provides a better understanding of your business, your target audience, and the market environment. Including competitor reviews, audience surveys, and interviews for persona development. This helps to identify real needs, allows to tailor strategies, and to improve user experience.
Another example is A/B testing, which is quite comparable to scientific vignette studies or factorial surveys experiments. However, it is linked to a clearly defined objective: to determine the best option and thereby shape the outcome.
strategy
Building
From research to strategy.
Data never tells the whole story. And as data is a construct, building a sound strategy requires more than just as much data as possible. It is essential to identify the underlying values. This demands thorough analysis and critical reflection.
Cultural Strategy
No, I am not your ‘spin doctor’ who helps you manipulate people into needing your products, or convince them to believe in and trust your brand. Rather, it is about assessing social complexity and understanding and navigating processes of change.
If you understand how society and culture evolve, you can identify the cultural moment in which your product or brand might be of value. If that is the case, people have no reason to doubt you.
That is why a marketing strategy is not the same as a cultural strategy. The first is about budget and the second is about knowledge.
Brand Strategy
By definition, a traditional brand strategy is aligned with the corporate goals and vision and is based on research findings, from user research, interviews, field studies or surveys. Often it is also useful to run strategy workshops beforehand.
In general the brand strategy encompasses brand architecture, positioning, mission, brand messages, and brand story. Furthermore it shapes the communication and content strategy and the visual identity.
I argue that if you are aiming for an excellent and sustainable brand strategy, it should also be aligned with a cultural strategy and the analysis of the broader societal context. Additional an understanding of the organisational structure and the corporate culture simplifies the development of an implementation strategy (like phased rollouts, bottom-up approaches, pilot and prototyp tests, etc.).
Branding
& UX/UI
From strategy to reality.
The assumption that visual representation and identity of a brand are merely driven by business strategy and corporate vision is outdated. It is key to address the broader cultural context. After all, relatability builds trust, and performing authenticity is dead (which is even more true today with the rise of AI).
Branding
Once the questions “Who are we?” and “What do we stand for?” have been answered, and the corporate identity has been embedded in a sustainable brand strategy, it is time to make that identity visible, tangible, and experienceable. This is achieved by designing and defining key elements such as the logo, typography, colour palettes, layout grids, the entire visual language (including photographs, illustrations and graphics), the communication style and the tone of voice.
To ensure the brand experience is consistent across all touchpoints, it is necessary to establish rules, create templates and modular components, and to standardise and codify these in style guides and design systems. In the age of AI, this also includes prompts.
Today digital interfaces play a significant role in how a brand is experienced and engaged with. Therefore, user experience design, user interface design and conversational design can also be considered as key factors in brand design.
UX/UI
To both represent the brand’s identity and meet the real needs of users, UX, UI, and conversational design are closely linked to research. The process is inherently iterative. From user flows and layouts, through the development of prototypes and initial vibe coding, to usability testing and analysis. This approach enables you to identify pain points, areas for improvement, and to gather valuable insights into user behavior by evaluating how real users interact with your product or use your service. By doing so, human-centredness can be ensured.
As brands and corporate identities develop in a contingent process, it is not always required to start from scratch. Sometimes it is simply a question of integrating a newly developed product or service into an existing structure or of evolving the brand in line with its existing identity.
what i offer
My services are designed to help you navigate complex issues and meet your needs.
doing
research
From reality to research.
The problem always comes before the data. It all starts with asking the right question, followed by exploring the puzzle. It doesn't matter whether it's a business project, such as product development, or a scientific inquiry.
Research as part of a scientific research project
I can assist you with empirical research, whether qualitative or quantitative, or carry it out independently if required (depending on the defined scale, scope, and complexity).
These include ethnographic, sociological, and cultural studies methods such as fieldwork, interview studies, vignette experiments, content analysis, discourse analysis, media analysis, and surveys.
Research as part of a brand project, in the run-up to product development, and as the basis for strategy building
Of course, any research conducted for scientific purposes also provides an excellent starting point for brand projects or product development. In-depth analysis, insights into the societal context, valid facts, and knowledge are all indispensable.
In the case of brand projects or product development, however, it is crucial that the knowledge gained can be used to create something new or to transform something that already exists. Furthermore, to ensure that research contributes effectively to strategy building, it makes sense to combine it with more business-oriented approaches. While such aspects should be strictly avoided in academic research.
For example, an in-depth brand discovery provides a better understanding of your business, your target audience, and the market environment. Including competitor reviews, audience surveys, and interviews for persona development. This helps to identify real needs, allows to tailor strategies, and to improve user experience.
Another example is A/B testing, which is quite comparable to scientific vignette studies or factorial surveys experiments. However, it is linked to a clearly defined objective: to determine the best option and thereby shape the outcome.
strategy
Building
From research to strategy.
Data never tells the whole story. And as data is a construct, building a sound strategy requires more than just as much data as possible. It is essential to identify the underlying values. This demands thorough analysis and critical reflection.
Cultural Strategy
No, I am not your ‘spin doctor’ who helps you manipulate people into needing your products, or convince them to believe in and trust your brand. Rather, it is about assessing social complexity and understanding and navigating processes of change.
If you understand how society and culture evolve, you can identify the cultural moment in which your product or brand might be of value. If that is the case, people have no reason to doubt you.
That is why a marketing strategy is not the same as a cultural strategy. The first is about budget and the second is about knowledge.
Brand Strategy
By definition, a traditional brand strategy is aligned with the corporate goals and vision and is based on research findings, from user research, interviews, field studies or surveys. Often it is also useful to run strategy workshops beforehand.
In general the brand strategy encompasses brand architecture, positioning, mission, brand messages, and brand story. Furthermore it shapes the communication and content strategy and the visual identity.
I argue that if you are aiming for an excellent and sustainable brand strategy, it should also be aligned with a cultural strategy and the analysis of the broader societal context. Additional an understanding of the organisational structure and the corporate culture simplifies the development of an implementation strategy (like phased rollouts, bottom-up approaches, pilot and prototyp tests, etc.).
Branding
& UX/UI
From strategy to reality.
The assumption that visual representation and identity of a brand are merely driven by business strategy and corporate vision is outdated. It is key to address the broader cultural context. After all, relatability builds trust, and performing authenticity is dead (which is even more true today with the rise of AI).
Branding
Once the questions “Who are we?” and “What do we stand for?” have been answered, and the corporate identity has been embedded in a sustainable brand strategy, it is time to make that identity visible, tangible, and experienceable. This is achieved by designing and defining key elements such as the logo, typography, colour palettes, layout grids, the entire visual language (including photographs, illustrations and graphics), the communication style and the tone of voice.
To ensure the brand experience is consistent across all touchpoints, it is necessary to establish rules, create templates and modular components, and to standardise and codify these in style guides and design systems. In the age of AI, this also includes prompts.
Today digital interfaces play a significant role in how a brand is experienced and engaged with. Therefore, user experience design, user interface design and conversational design can also be considered as key factors in brand design.
UX/UI
To both represent the brand’s identity and meet the real needs of users, UX, UI, and conversational design are closely linked to research. The process is inherently iterative. From user flows and layouts, through the development of prototypes and initial vibe coding, to usability testing and analysis. This approach enables you to identify pain points, areas for improvement, and to gather valuable insights into user behavior by evaluating how real users interact with your product or use your service. By doing so, human-centredness can be ensured.
As brands and corporate identities develop in a contingent process, it is not always required to start from scratch. Sometimes it is simply a question of integrating a newly developed product or service into an existing structure or of evolving the brand in line with its existing identity.
what i offer
My services are designed to help you navigate complex issues and meet your needs.
doing
research
From reality to research.
The problem always comes before the data. It all starts with asking the right question, followed by exploring the puzzle. It doesn't matter whether it's a business project, such as product development, or a scientific inquiry.
Research as part of a scientific research project
I can assist you with empirical research, whether qualitative or quantitative, or carry it out independently if required (depending on the defined scale, scope, and complexity).
These include ethnographic, sociological, and cultural studies methods such as fieldwork, interview studies, vignette experiments, content analysis, discourse analysis, media analysis, and surveys.
Research as part of a brand project, in the run-up to product development, and as the basis for strategy building
Of course, any research conducted for scientific purposes also provides an excellent starting point for brand projects or product development. In-depth analysis, insights into the societal context, valid facts, and knowledge are all indispensable.
In the case of brand projects or product development, however, it is crucial that the knowledge gained can be used to create something new or to transform something that already exists. Furthermore, to ensure that research contributes effectively to strategy building, it makes sense to combine it with more business-oriented approaches. While such aspects should be strictly avoided in academic research.
For example, an in-depth brand discovery provides a better understanding of your business, your target audience, and the market environment. Including competitor reviews, audience surveys, and interviews for persona development. This helps to identify real needs, allows to tailor strategies, and to improve user experience.
Another example is A/B testing, which is quite comparable to scientific vignette studies or factorial surveys experiments. However, it is linked to a clearly defined objective: to determine the best option and thereby shape the outcome.
strategy
Building
From research to strategy.
Data never tells the whole story. And as data is a construct, building a sound strategy requires more than just as much data as possible. It is essential to identify the underlying values. This demands thorough analysis and critical reflection.
Cultural Strategy
No, I am not your ‘spin doctor’ who helps you manipulate people into needing your products, or convince them to believe in and trust your brand. Rather, it is about assessing social complexity and understanding and navigating processes of change.
If you understand how society and culture evolve, you can identify the cultural moment in which your product or brand might be of value. If that is the case, people have no reason to doubt you.
That is why a marketing strategy is not the same as a cultural strategy. The first is about budget and the second is about knowledge.
Brand Strategy
By definition, a traditional brand strategy is aligned with the corporate goals and vision and is based on research findings, from user research, interviews, field studies or surveys. Often it is also useful to run strategy workshops beforehand.
In general the brand strategy encompasses brand architecture, positioning, mission, brand messages, and brand story. Furthermore it shapes the communication and content strategy and the visual identity.
I argue that if you are aiming for an excellent and sustainable brand strategy, it should also be aligned with a cultural strategy and the analysis of the broader societal context. Additional an understanding of the organisational structure and the corporate culture simplifies the development of an implementation strategy (like phased rollouts, bottom-up approaches, pilot and prototyp tests, etc.).
Branding
& UX/UI
From strategy to reality.
The assumption that visual representation and identity of a brand are merely driven by business strategy and corporate vision is outdated. It is key to address the broader cultural context. After all, relatability builds trust, and performing authenticity is dead (which is even more true today with the rise of AI).
Branding
Once the questions “Who are we?” and “What do we stand for?” have been answered, and the corporate identity has been embedded in a sustainable brand strategy, it is time to make that identity visible, tangible, and experienceable. This is achieved by designing and defining key elements such as the logo, typography, colour palettes, layout grids, the entire visual language (including photographs, illustrations and graphics), the communication style and the tone of voice.
To ensure the brand experience is consistent across all touchpoints, it is necessary to establish rules, create templates and modular components, and to standardise and codify these in style guides and design systems. In the age of AI, this also includes prompts.
Today digital interfaces play a significant role in how a brand is experienced and engaged with. Therefore, user experience design, user interface design and conversational design can also be considered as key factors in brand design.
UX/UI
To both represent the brand’s identity and meet the real needs of users, UX, UI, and conversational design are closely linked to research. The process is inherently iterative. From user flows and layouts, through the development of prototypes and initial vibe coding, to usability testing and analysis. This approach enables you to identify pain points, areas for improvement, and to gather valuable insights into user behavior by evaluating how real users interact with your product or use your service. By doing so, human-centredness can be ensured.
As brands and corporate identities develop in a contingent process, it is not always required to start from scratch. Sometimes it is simply a question of integrating a newly developed product or service into an existing structure or of evolving the brand in line with its existing identity.