Alexandra von Cukrowicz studied sociology and economics at the University of Hamburg. She joined Kantar TNS in 1998. She has a vast experience of all qualitative methods, including all sorts of offline and online approaches. Her special focus lies in combined qualitative-quantitative studies and data integration. Her category expertise lies in consumer goods, with a special focus on media, durables and tobacco. She is leading the qualitative consumer understanding division within Kantar TNS.