We are excited for succeet26!

• Relevant Application Areas in Market Research
• Why Synthetic Data is Strategically Important Now
• Key Methodological Approaches for Generation
• How Synthesis Can Support Data Quality
• What to Consider for Efficiency and Quality

Gain the insights to realistically assess potentials, understand risks, and develop a well-founded position on the use of synthetic data.

Axel Schomborg is responsible from the management board for the field of Data Science at Produkt + Markt. With his extensive experience across various industries, projects, and client relationships, he is committed to integrating and realizing theoretical concepts into practical solutions.

Fatemeh Aarabi holds a Bachelor's degree in IT Engineering and a Master's in Cognitive Science with a focus on artificial intelligence and neuroscience. She is a Data Scientist at Produkt + Markt, focusing on complex analyses and data science methods in quantitative research.

Corporate market research anchors scenario work within the company: through reliable data, methodological clarity, and experience in dealing with uncertainty. This results in scenarios that do not remain speculative but rather support strategic discussions with a solid foundation.

In this session, you will experience which qualitative and quantitative methods have proven effective in practice and how artificial intelligence becomes a valuable sparring partner in the scenario process.

Here's what awaits you:

• Why scenario techniques strengthen strategic management
• Which qualitative and quantitative approaches have proven effective
• How AI concretely supports scenario work
• The role of corporate market research

Axel Schomborg is responsible for the field of Data Science from the management board at Produkt + Markt. With his extensive experience across various industries, projects, and client relationships, he focuses on integrating and realizing theoretical concepts into practical solutions.

Dr. Sandra Klee-Patsavas has been working in institutional market research for 19 years and is currently Senior Research Consultant at Produkt + Markt. She manages international ad-hoc and foundational studies on usage habits and target group needs, supporting product development processes for clients, such as those in the automotive industry. At Produkt + Markt, she also oversees clients in the pharmaceutical industry.

We demonstrate how dialog enabled personas can be integrated directly into workshops using KIRA. They serve as a source of rapid inspiration, a tool for systematically challenging ideas, and a way to conduct quick pulse checks on different options, all within short, clearly structured iterations.

How KIRA brings the voice of the target audience into the workshop

Teams pose specific questions such as “What triggers you?”, “What holds you back?”, or “Which option convinces you, and why?” KIRA responds with evidence based insights in the distinct tone of the respective persona, complete with visible source references and versioning. Assumptions become testable, counterarguments transparent, and decisions more robust, without requiring the physical presence of the target group.

Experience how KIRA gives personas a voice, increasing speed, focus, and quality in both ideation and decision making.

Julia David holds a degree in psychology and serves as Senior Research Consultant and Group Manager of the qualitative expert team “explore + evolve” at Produkt + Markt. Ethnography is her area of specialization. She is also a certified Design Thinking facilitator, Agile Coach, and trainer for a range of innovation methods. Julia leads qualitative market research studies for both large corporations and mid sized companies, supporting them in the development and implementation of change and innovation initiatives.

Charlotte Stöckmann holds a Master’s degree in Psychology (M.Sc.) and works as a Research Consultant supporting clients in healthcare market research. She specializes in data science and is passionate about developing innovative methods and artificial intelligence.

In this workshop, we demonstrate how the P+M SEGMENTATION|SUITE bridges exactly this gap: featuring a multi-solution approach for robust segmentation, SEG|MATRIX for transparent collaborative decision-making with clients, SEG|MATCH for practical tagging/screening, and KIRA for interactive personas and easily digestible results communication.

The outcome: less black box, increased acceptance, faster activation – taking you from segmentation to actionable personas.

Christoph Fritsch is Group Manager Data Science and Senior Research Consultant at Produkt + Markt. He specializes in AI driven applications and oversees projects in sectors including energy, automotive, and insurance.

Fatemeh Aarabi holds a Bachelor's degree in IT Engineering and a Master's in Cognitive Science with a focus on artificial intelligence and neuroscience. She is a Data Scientist at Produkt + Markt, focusing on complex analyses and data science methods in quantitative research.