Dieter Ratz - Quantitative Market Research Specialist

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Hamburg, Germany

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Experience

Jan 2024 - Dec 2025

2 years

Driver analyses

Genactis GmbH

Calculation of attribute importance based on driver analyses
Interpretation, reporting, and consulting

Jan 2022 - Present

4 years 9 months

Freelance work for homepage and online touchpoints

Deutsche Post / DHL Research

Various projects and tasks

Data analysis of survey data
Text mining, text classification with LLMs for open-ended answers
Creation of quarterly reports
Exploratory data analysis
Development and programming of questionnaires
UX research
Statistical consulting

Jan 2021 - Dec 2021

1 year

Basic study: bacon in Germany

Danish Crown

Study to support a relaunch of bacon in Germany
Combination of qualitative and quantitative methods
Development of the quantitative research design/questionnaire
Conducting the study, project coordination, managing the online panel
Creating the report and presenting the results

Jan 2020 - Present

6 years 9 months

Shopper research

Aldi, LIDL, Migros

Various studies for Aldi, LIDL, Migros

Customer journey studies
Testing and evaluation of promotions and sales promotion measures
Customer satisfaction
Customer segmentation
Evaluation of store redesigns
Shopping drivers / barriers

Jan 2020 - Dec 2020

1 year

Segmentation of mobility types

Quotas GmbH

Development and execution of a segmentation as part of a mobility survey
Development of suitable survey items
Data analysis: factor and cluster analyses
Scoring model through discriminant analysis
Implementation of the segmentation in further surveys

Jan 2020 - Dec 2020

1 year

Conjoint analysis for building savings contracts

Wüstenrot / Infas

Development and programming of the CBC conjoint design for building savings contracts
Analysis of the conjoint data
Simulation of market scenarios
Interpretation of the results, consulting

Jan 2019 - Present

7 years 9 months

Data analysis SPSS

Warner Brothers / InMediasResearch

Preparation and analysis of survey data for film pretests with Excel / SPSS

Jan 2018 - Dec 2019

2 years

Elmshorn, Germany

Teaching evaluations

Nordakademie

Data preparation/analysis with SPSS
Creation/update of annual reports

Jan 2017 - Dec 2018

2 years

International study and concept test for new forms of smoking

Imperial Tobacco Group, concept M GmbH

Motives/attitudes toward smoking, e-cigarettes, vaping
Research into decision-making structures
Opportunities and barriers of new forms of smoking
International differences
Combining qualitative and quantitative results

Jan 2016 - Dec 2022

7 years

Shopper research, category management studies, virtual reality

VRInsight GmbH

diverse projects and tasks for consumer goods manufacturers

Further development of market research with the help of virtual reality
Shelf optimization
Pack tests, impact of packaging on the shelf
Eye tracking, simulation of shopping behavior at the POS
Virtual test markets

Jan 2016 - Dec 2016

1 year

Brand Status Study

Gothaer AG / concept M GmbH

External project management
Implicit measurement of brand status
Evaluation, interpretation, reporting, and consulting

Jan 2015 - Dec 2016

2 years

International Customer Segmentation Study

BSH Hausgeräte GmbH / concept M GmbH

Global online study
Development of the questionnaire
Running and coordinating the study with field service providers on site
Data analysis with SPSS
Segmentation, MaxDiff analysis

Jan 2015 - Dec 2015

1 year

International Robot Vacuum Study

BSH GmbH, concept M GmbH

Motives, attitudes, and behavior of vacuum cleaner users in 5 European countries
Segmentation of users
Opportunities and risks with robot vacuums
Concept test of robot vacuums

Jan 2015 - Dec 2015

1 year

Hamburg, Germany

Customer Segmentation

Greenpeace e.V.

Segmentation of Greenpeace members
Derivation of special Greenpeace groups (based on Sinus-Milieus)
Validation of the segmentation

Jan 2013 - Dec 2022

10 years

Online Banner Pretest using Conjoint Analysis

Pilot GmbH Hamburg

Development of an innovative conjoint approach for testing animated banners
Programming of the conjoint analysis
Evaluation and reporting
Simulation of scenarios

Jan 2013 - Dec 2013

1 year

Berlin, Germany

Data Mining Project for Early Insolvency Detection

Toll Collect GmbH

Pilot project / feasibility study
Generation of an analysis dataset
Exploratory data analysis
Selection of suitable models/methods
Model development with decision trees
Review of the model and preparation for implementation

Jan 2011 - Dec 2015

5 years

Result/data control and review of existing SPSS analysis routines

Deutsche Post AG, eVolution GmbH

Review of complex SPSS analysis scripts
Review of existing results

Jan 2011 - Dec 2013

3 years

Frankfurt, Germany

Data analysis, statistical consulting

Hochschule für Musik / Darstellende Kunst

Analysis of course evaluations
Preparation of reports
Statistical consulting for scientific projects / theses / doctorates

Jan 2011 - Dec 2012

2 years

EU project on researching travel behavior and promoting public transport, Usemobility

Quotas GmbH

Development of the study design and questionnaires
Organization and coordination of the field phase with partner institutes in the participating countries
Data control, preparation, and analysis with SPSS
Development of an approach for segmenting people who change transport modes
Writing a comprehensive EU report and presenting the results to an international panel

Jan 2009 - Dec 2011

3 years

Studies on company health prevention, employee satisfaction

Tesa SE

Data analysis
Report preparation
Reporting

Jan 2008 - Dec 2011

4 years

Development of online questionnaires / research designs

mafo.de GmbH

Consulting on the studies / objectives
Development of questionnaires

Jul 2007 - Present

19 years 3 months

Freelancer in Market Research/Data Analysis

Dieter Ratz m-Forschung

Planning quantitative market research studies
Development of research designs and questionnaires
Questionnaire programming
Organization and execution of market research projects
Management and coordination of field service providers
Data preparation and data analysis with SPSS/Excel
Sawtooth Conjoint: CBC, ACA, ACBC, Max-Diff
Multivariate data analysis, factor analysis, cluster analysis
Conjoint analyses
SAS: advanced SAS Base course
Creation of meaningful charts, reports, and presentations
Data mining: SPSS Modeler, RapidMiner, Orange
Shopper research at the POS
Segmentation
Data mining, text mining

Sep 2004 - Jun 2007

2 years 10 months

Hamburg, Germany

Manager E-Commerce Customer Loyalty Research

Transcend Information Trading GmbH

Development and planning of online shops for computer accessories
Further development of a CRM customer value model
Web analytics with SPSS

May 2003 - Aug 2004

1 year 4 months

Hamburg, Germany

Customer Loyalty Analyst

Volksfürsorge Hamburg

Planning and calculation of a customer value model

Jun 2001 - Aug 2002

1 year 3 months

Hamburg, Germany

Online Market Researcher

Cocus AG

Building an online market research function, analytical CRM

Aug 1998 - Jun 2001

2 years 11 months

Hamburg, Germany

Market Research Officer

Stella AG

Planning and carrying out market research studies in the live entertainment/travel market, data analysis with SPSS

Nov 1997 - Jun 1998

8 months

Nuremberg, Germany

Market Research Internship

GfK

Industry experience

See where this freelancer has spent most of their professional time.

Experienced in Professional Services, Manufacturing, Retail, Media and Entertainment, Advertising, and Transportation.

Professional Services

Manufacturing

Retail

Media and Entertainment

Advertising

Transportation

Business area experience

See which departments and functions this freelancer has contributed to most.

Experienced in Business Intelligence, Research and Development, Marketing, Strategy, Information Technology, and Product Development.

Business Intelligence

Research and Development

Marketing

Strategy

Information Technology

Product Development

Summary

Taking on projects, interim roles, and individual tasks in quantitative market research, data analysis, and data mining

Many years of experience, broad know-how, quick onboarding into new projects/tasks, and direct takeover of activities in the area …

Skills

Design Of Quantitative Market Research Studies
Development Of Research Designs And Questionnaires
Questionnaire Programming
Organization And Execution Of Market Research Projects
Management And Coordination Of Field Service Providers
Data Preparation And Data Analysis With Spss/Excel
Multivariate Data Analysis, Factor Analysis, Cluster Analysis, Conjoint Analysis
Clear Charts, Reports, And Presentations
Shopper Research At Pos
Segmentation
Data Mining, Text Mining
Spss: In-Depth Knowledge In Use And Programming
Sawtooth Conjoint: Cbc, Aca, Acbc, Max-Diff
Ms Excel, Powerpoint, Word: In-Depth Knowledge
Sas: Sas Base Course For Advanced Users
Data Mining: Spss Modeler, Rapidminer, Orange

Languages

German

Native

English

Advanced

French

Elementary

Education

Oct 1990 - Jun 1997

University of Erlangen-Nuremberg

Diplom-Kaufmann, main subjects: Marketing, Statistics, Psychology, honors degree · Business Administration · Germany

Aug 1989 - Jun 1990

Commercial College for High School Graduates

State-certified business assistant · Germany

Oct 1988 - Apr 1989

Commercial College for IT for High School Graduates

State-certified business assistant · Computer Science

...and 2 more

Statistics

Experience

Total positions 27

Experience in Professional Services 21 y

Avg length 3 y 6 m

Longest experience 19 y 2 m

Global experience

Countries worked in 1 (Germany)

Primary country Germany

Expertise

Recent roles Driver analyses, Freelance work for homepage and online touchpoints, Basic study: bacon in Germany

Main industries Professional Services, Manufacturing, Retail

Main business areas Business Intelligence, Research and Development, Marketing

Profile

Member since

May 2025

Last update

August 2026

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Frequently asked questions

Have questions? Find more information here.

Dieter is based in Hamburg, Germany and can operate in on-site, hybrid, and remote work models.

Dieter speaks the following languages: German (Native), English (Advanced), French (Elementary).

Dieter has at least 28 years of experience. During this time, Dieter has worked in at least 27 different roles and for 26 different companies. The average length of individual experience is 1 year. Note that Dieter may not have shared all experience and actually has more experience.

Based on recent experience, Dieter would be well-suited for roles such as: Driver analyses, Freelance work for homepage and online touchpoints, Basic study: bacon in Germany.

Dieter's most recent position is Driver analyses at Genactis GmbH.

In recent years, Dieter has worked for Genactis GmbH, Deutsche Post / DHL Research, Danish Crown, Aldi, LIDL, Migros, and Warner Brothers / InMediasResearch.

Dieter is most experienced in industries like Professional Services, Manufacturing, and Retail. Dieter also has some experience in Media and Entertainment, Advertising, and Transportation.

Dieter is most experienced in business areas like Business Intelligence, Research and Development, and Marketing. Dieter also has some experience in Strategy, Information Technology, and Product Development.

Dieter has recently worked in industries like Professional Services, Retail, and Advertising.

Dieter has recently worked in business areas like Business Intelligence, Research and Development, and Marketing.

Dieter attended University of Erlangen-Nuremberg for Business Administration.

Dieter is immediately available part-time for suitable projects.

Daily rate distribution

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<€800 €800-880 €960-1040 €1040-1120 €1120+

The rates shown represent the typical market range for freelancers in this position based on recent contracts on our platform.

Average rates for similar positions

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Daily rate avg. 929 €

The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.

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Median rate 896 €

The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.

Calculated based on our freelancers’ daily rates as of 7 Sep 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.