Passion for research: Sonja sees qualitative research as a chance to gain an in-depth understanding of peoples’ conscious and subconscious wishes, needs and attitudes, so as to be able to develop tailored solutions in close collaboration with her clients

Experience: She has been working as a freelance qualitative market researcher since 2004 and has conducted many national and international surveys for various industry sectors

Expertise: Sonja graduated in sociology, psychology and philosophy from the universities of Bonn and Hamburg and has already then put her focus on qualitative research. Alongside the more common methods, she is specialized in ethnographic and motivational theory- based approaches. Since 2021, she has been upgrading her education with Positive Psychology of which she is truly fascinated. She uses the rich potential of this relatively new science in the form of innovative tools