Strategic Cultural Analytics – For Identity Instead of Imitation.

As an award-winning cultural sociologist, I use rigorous in-depth analyses to gain robust insights into cultural currents, consumption patterns, and customer profiles. This provides you with the foundation to make secure decisions for your brand positioning, rather than drifting along with fleeting marketing fads.

My work relies on the empirical Core Motives Model, which I developed from my research. It allows for a precise assessment of the tension between Prestige, Profit, and Passion. This enables an exact diagnosis to locate the logic of your organization and its brand architecture. Which forces actually dominate your day-to-day business?

I work exclusively with actors in the “economy of symbolic goods” – from museums to premium brands. Instead of generic templates, I provide you with effective tools based on Thick Data derived from lived reality.