Welcome to our market research universe!
Here we introduce you to three colleagues who embody the passion, expertise, and team spirit that define us. Melanie, Alex, and Christiane give you personal insights into their daily work, their methods, and their favorite projects.
But this is just a first glimpse, because behind the scenes there is a team of 20 market researchers who work every day to provide you with valuable insights and strategically support your success.
Melanie
Senior Research Manager
Hi Melanie!
How long have you been working in market research?
I have now been with IMR for 18 years, but I also worked part-time as an interviewer in social and opinion research during my studies.
What excites you most about it?
Seeing how trends and new products emerge and how people from a wide variety of industries react to them. This applies to both consumer goods and medical products. Discussing a topic in detail with people and getting their perspective is still something I really enjoy.
What does a typical day at work look like for you? What tasks do you take on within your team?
Essentially, I'm a "jack of all trades," because in addition to project management, I also handle translations, moderation, and report writing, among other things. This means a lot of variety in my daily work, but it also means I always have to maintain a good overview of all projects and outstanding tasks.
What distinguishes you as a market researcher – and what fun fact about you might surprise our clients?
It's a mix of empathy, friendliness, openness, and neutrality. All of these qualities are very important for creating a pleasant and trusting atmosphere for the conversation, in which the participant feels comfortable enough to address and share even uncomfortable issues with me. I repeatedly need moments of absolute silence in which I don't want to talk or hear anything, but simply focus.
Alex
Senior Research Manager
Hello Alex!
What originally led you to market research and how did you end up at our agency?
Coincidence. During my studies, I found the local field of marketing the most exciting and diverse. The subfield of market research was the one that was most tangible, allowing me to directly collect and interpret the results. As a Frankfurt native, the logical path was to IMR—located right in the heart of this wonderful city.
Which research method(s) do you particularly specialize in and why?
In addition to quantitative market research, which I began in 10 years ago, I've grown particularly fond of moderation. Especially in qualitative studies, targeted questioning of participants helps uncover the true motivations that ultimately shape their opinions. Whether it's one-on-one interviews or group discussions, it's always great to engage in conversation with people.
Which project has been the most exciting in all your years with us?
The most exciting part was definitely my "Germany trip" with an Asian client across Germany. We conducted in-home interviews in various regions with a target group that was very innovative. This brought together different cultural groups that had grown together over time. An incredibly strenuous study, but at the same time one of the most exciting and interesting.
What special features do you take into account when conducting international or multicultural studies?
Fundamentally, it makes little difference to me. The approach is certainly different in international studies. Ultimately, however, we always work with people and for people. And it makes no difference whether clients or participants come from Germany, Europe, the United States, or Asia. However, you're constantly learning, and that keeps the whole process exciting.
Christiane
Field Director
Hey Christiane!
What qualities distinguish you as a market researcher?
Thoroughness, perseverance, and extensive experience help me achieve my goals while staying on top of the stages along the path, which can sometimes be very winding and rocky in market research. My empathy enables me to respond responsively to the needs of clients, service providers, and test subjects, ensuring that everyone is in the best possible hands, both professionally and personally.
What hobby or passion helps you maintain creativity and curiosity at work?
When writing and photographing, I look for the "meaning behind things." In my everyday work, I'm also used to thinking things through, examining them from different perspectives, and playing through scenarios, motivating myself with the new and unique aspects of situations.
How do you plan and coordinate complex studies from the idea to the reporting?
This is where my extensive experience comes in handy – I naturally use the framework of tried-and-tested structures, which I adapt as needed to the people, topics, and requirements involved, but I'm also happy to deviate from the beaten track and blaze a new trail for you. The most important thing: Tell me your goal, where would you like to travel?
Was there a specific moment in your career when you realized how powerful market research can be?
Such moments are especially common in my favorite field, medical market research, for example, in usability studies. Contributing to the development of an assistive device and seeing how people, through their real-life experiences, support the improvement of a device that will then provide real and lasting benefits is a very satisfying experience.
