Pauline Keating - Senior Research, Insights & Strategy Leader

Q: Where is Pauline based?

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

Q: What languages does Pauline speak?

Pauline speaks the following languages: English (Native), German (Advanced) .

Q: How many years of experience does Pauline have?

Pauline has at least 18 years of experience. During this time, Pauline has worked in at least 7 different roles and for 6 different companies . The average length of individual experience is 3 years and 8 months . Note that Pauline may not have shared all experience and actually has more experience.

Q: What is Pauline's latest experience?

Pauline's most recent position is Founder & Principal Consultant at The Insight Architect .

Q: What companies has Pauline worked for in recent years?

In recent years, Pauline has worked for The Insight Architect , UXDX (User Experience Design eXchange) Conferences & Training , and Universal Music Group .

Q: Which industries is Pauline most experienced in?

Pauline is most experienced in industries like Media and Entertainment , Retail , and Food and Beverage . Pauline also has some experience in Telecommunication , Education , and Information Technology .

Q: Which business areas is Pauline most experienced in?

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

Q: Which industries has Pauline worked in recently?

Pauline has recently worked in industries like Media and Entertainment , Retail , and Education .

Q: Which business areas has Pauline worked in recently?

Pauline has recently worked in business areas like Product Development , Research and Development , and Strategy .

Recommended expert

Berlin, Germany

Check rate

Experience

Jan 2026 - Present

8 months

Founder & Principal Consultant

The Insight Architect

Executive Advisory: Lead an integrated fractional practice connecting research, data, and commercial strategy for C-suite and product leaders across e-commerce, media, and tech.
Commercial Strategy: Structure ambiguous market challenges into high-stakes, actionable decisions that directly influence product roadmaps and revenue growth.
Mixed-Methods Delivery: Direct customer journey mapping, stakeholder alignment workshops, and mixed-methods research, leveraging AI synthesis alongside 20 years of strategic judgment.

Dec 2023 - Dec 2025

2 years 1 month

Berlin, Germany

Events Ambassador

UXDX (User Experience Design eXchange) Conferences & Training

Volunteer role organizing community events that connect product development professionals.

Nov 2022 - Dec 2025

3 years 2 months

Berlin, Germany

Head of Product Research & Insights

Universal Music Group

Strategic Advisory: Shaped board-level investment priorities and product roadmaps as the primary analytics and consumer insights partner.
Function Building: Scaled the product research function across global streaming apps and e-commerce stores, embedding evidence-based strategy into launches.
Funnel Optimization: Diagnosed and resolved friction points across subscription, purchase, and checkout journeys to boost conversion and retention rates.
Experimentation & CRO: Partnered with Product and Marketing leads to establish e-commerce testing infrastructure (Optimizely, Hotjar); translated usability friction and pricing research into data hypotheses executed by analytics teams to optimize conversion.
E-commerce UX: Led pre-launch usability, survey, and interview programs for a direct-to-consumer vinyl store, resolving UX bottlenecks before rollout.
Metrics & Operations: Established funnel benchmarking (CSAT, NPS, CES), owned Research Ops budgets, and introduced AI-assisted synthesis workflows.

Sep 2019 - Sep 2020

1 year 1 month

Berlin, Germany

Digital Analytics Innovation Manager

Paramount

Infrastructure & Automation: Modernized the regional analytics stack, replacing legacy manual reporting with real-time dashboards to accelerate campaign responsiveness.
Strategic Business Cases: Built the business case to reallocate budget from legacy external metric tracking into growth marketing automation, experimentation infrastructure, and regional team capability.

Jul 2014 - Aug 2019

5 years 2 months

Berlin, Germany

Senior Research Manager (Acting Lead in 2018-2019)

Paramount

Regional Leadership: Directed insight strategy and brand tracking for flagship brands (Comedy Central, Nickelodeon, MTV) across DACH and CEE markets, managing team resourcing and research budgets.
Revenue Generation: Delivered targeted audience intelligence that secured key distribution partnerships (including Telekom's MagentaTV) and boosted ad sales.

Dec 2008 - Aug 2013

4 years 9 months

London, United Kingdom

Research & Business Intelligence Manager

Penguin Random House (Bertelsmann)

Commercial Intelligence: Built integrated data infrastructure linking sales, behavioral, and market data to drive retailer negotiations, pricing models, and author campaigns.
Ecommerce Strategy: Translated survey and interview research into core customer personas, reshaping target audiences and direct-to-consumer digital strategies.

Feb 2005 - Nov 2008

3 years 10 months

Dublin, Ireland

Research Manager (with 2 promotions)

Ipsos/Kantar agency (formerly TNS)

Research Foundation: Led end-to-end market and user research programs across the product lifecycle for major brands e.g., O2, Nestlé, developing research skills and vendor and client-side account management expertise.

Industry Experience

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

Experienced in Media and Entertainment, Retail, Food and Beverage, Telecommunication, Education, and Information Technology.

Media and Entertainment

Retail

Food and Beverage

Telecommunication

Education

Information Technology

Business Area Experience

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

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

Research and Development

Strategy

Business Intelligence

Sales

Marketing

Product Development

Summary

20 years building, scaling, and running research and insights functions and projects, translating mixed-methods research and behavioral data into revenue-generating and cost-cutting strategic and tactical business decisions

Skills

Strategy & Leadership* Executive Advisory & Strategic Narrative · Commercial & Product Analytics Integration · Strategic Research Roadmapping · Cross-Functional Influence & Alignment · Raising Analytical Maturity
Research & Insight Methods* Mixed-Methods Study Design · Qualitative Research (Interviews, Ethnographic & Diary Studies, Thematic Analysis) · Quantitative Research (Surveys, Conjoint, Van Westendorp) · Opportunity Identification (Jobs-To-Be-Done) · Continuous Metrics (Ces, Csat, Nps) · Segmentation & Personas · Brand Health Tracking · Funnel & Behavioral Analytics
Operations* Ai-Assisted Synthesis & Automated Reporting · Analytics Infrastructure Modernization · Budget Ownership · Vendor & Agency Sourcing (Rfq/Sow) · Insight Repositories
Tools* Enterprise Market & User Research Platforms (Qualtrics, Usertesting) · Analytics & Bi Dashboards (Google Analytics, Looker/Tableau) · Enterprise Cro & Experimentation Exposure (Optimizely, Hotjar) · Ai Analysis Workflows

Languages

English

Native

German

Advanced

Education

Jan 2019 - Dec 2022

Manchester Metropolitan University

MSc · Psychology · Manchester, United Kingdom

Statistics

Experience

Total positions 7

Experience in Media and Entertainment 14.5 y

Avg length 2 y 11 m

Longest experience 5 y 1 m

Global Experience

Countries worked in 3 (Germany, United Kingdom, Ireland)

Primary country Germany

Expertise

Recent roles Founder & Principal Consultant, Events Ambassador, Head of Product Research & Insights

Main industries Media and Entertainment, Retail, Food and Beverage

Main business areas Research and Development, Strategy, Business Intelligence

Qualifications

Highest degree Master

Profile

Created

August 2026

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Frequently asked questions

Have questions? Find more information here.

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

Pauline speaks the following languages: English (Native), German (Advanced).

Pauline has at least 18 years of experience. During this time, Pauline has worked in at least 7 different roles and for 6 different companies. The average length of individual experience is 3 years and 8 months. Note that Pauline may not have shared all experience and actually has more experience.

Based on recent experience, Pauline would be well-suited for roles such as: Founder & Principal Consultant, Events Ambassador, Head of Product Research & Insights.

Pauline's most recent position is Founder & Principal Consultant at The Insight Architect.

In recent years, Pauline has worked for The Insight Architect, UXDX (User Experience Design eXchange) Conferences & Training, and Universal Music Group.

Pauline is most experienced in industries like Media and Entertainment, Retail, and Food and Beverage. Pauline also has some experience in Telecommunication, Education, and Information Technology.

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

Pauline has recently worked in industries like Media and Entertainment, Retail, and Education.

Pauline has recently worked in business areas like Product Development, Research and Development, and Strategy.

Pauline holds a Master in Psychology from Manchester Metropolitan University.

Pauline is immediately available part-time for suitable projects.

Pauline's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.

To hire Pauline, click the Meet button on the profile to request a meeting and discuss your project needs.

Daily Rate Distribution

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

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.

Average rates for similar positions

Rates are based on recent contracts and do not include FRATCH margin.

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Daily rate avg. 935 €

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1200

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Median rate 1000 €

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.

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.