Carsten Burgdorff, owner of Fourth Monkey Market Research & Marketing Consulting, believes that the best consumer insights are discovered and unearthed through a
genuine, unbiased, and open-minded engagement with consumers.
"The greater the trust, the better the result.
The ideal situation is for a client to experience the WOW!
Consumer insights usually don't grow on trees, but can be harvested through a systematic, yet emotionally engaging and inventive mechanism: Experiencing
what it means to be a consumer themselves will give you this WOW!
Clients who are willing to let me get to this WOW! will get the greatest reward."
Carsten has worked for more than fifteen years in the area of Market Research and Brand Development, helping strong and not so strong FMCG brands to become even
stronger and more successful through spot on product innovation and communication.
But, he considers his most valuable education having moved from the field of science (his Dr. in Chemistry during his studies in Germany and Israel) to the exposure
and hands-on experience he acquired working in the consumer insight area as an executive at Unilever, a major FMCG company.
Carsten continues to both expand and refine his views and methods on how to generate the best consumer insights by maintaining both eyes open - while looking at
various elements that define a product's success: The product itself, the name and graphics, the packaging, the olfactorial dimension as well as the brand and its communication.