Blog articles by Katharina Graeser

Katharina Graeser

Articles by

Katharina Graeser

Katharina is an Associate Director and part of SKIM's Methodology & Analytics team, with a background in sociology and psychology and over 15 years' experience in international market research. She is passionate about bridging the WHY (Qual) and WHAT (Quant), developing customized research solutions and uncovering insights that address complex business questions.

AI’s impact on consumer behavior and how to increase brand value

AI’s impact on consumer behavior and how to increase brand value

By Katharina Graeser on April 8, 2024

New insights on AI reveal consumer preferences, concerns and marketing implications

At a time when generative AI promises revolutionary change across industries, the pressing question is not about the capabilities of AI. Instead, you’re probably asking:

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AI + market research: 6 ways insights professionals are using AI today 

AI + market research: 6 ways insights professionals are using AI today 

By Katharina Graeser on February 28, 2024

How AI can enhance creativity, quality and efficiency in research now

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

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