Kerken, North Rhine-Westphalia, Germany
My work focuses on translating consumer behaviour into successful innovation and market adoption. I operate at the intersection of business innovation, data-driven decision-making, and sustainable food systems. While many innovation efforts focus on technology, I address the critical question of why innovations succeed or fail in the market. My research uncovers how consumer values, habits, and situational contexts shape decision-making, and how these insights can be systematically integrated into business models, product development, and communication strategies. By combining values assessment, behavioural science, and data-driven methods, I develop actionable frameworks that enable organisations to design innovations that are not only technically feasible, but also desirable, adoptable, and scalable. I am particularly interested in value-based design of food environments that support sustainable and healthy consumption at scale, bridging the gap between technological innovation and real-world implementation.
Building the research line Food Business Innovation, Values-driven decision making, Values-Assessment, building a qualitative data pool for values as key drivers for eating behaviour, developing tools and methodologies for data collection and analysis, working in numerous student/company projects to implement results in Marketing communications and strategy.
Leads the strategic development of research in the food transition, focusing on consortium building and acquisition of national and European funding (including Future Foods Europe). Aligns research priorities across partners and disciplines, translating emerging challenges in sustainable food systems into competitive research programmes.
PBL course sustainable food production. Coach/supervisor capstones. Advise for Master Course sustainable production.
Projects and activities: Worked as a science editor and journalist with a focus on food, nutrition, and public health Contributed to national nutrition guidelines, including allergy prevention, in collaboration with the German Ministry of Food and Agriculture Wrote non-fiction books, educational materials, and children’s books on food, nutrition, and sustainable food systems Translated complex scientific topics into accessible, clear, and evidence-based content for diverse audiences Contributed to the Junge Familie network (funded by the German Federal Office for Agriculture and Food – BLE) by developing content and media for multipliers and parents Produced short educational videos on food-related topics, combining societal relevance with engaging storytelling Developed and tested creative learning approaches and educational methods
Marketingleiterin Eismann City/Berlin