Professor of Business Psychology
Anna is Professor of Business Psychology at Fresenius University of Applied Sciences. Her research and teaching revolve around the impact of digitisation on consumer behaviour. Covering the breadth of qualitative and quantitative methods, her insightful analyses regularly make critical contributions to European public policy debates and have a pronounced impact on decisions of tech strategists. Anna is a member of various research associations and sits on the scientific board of the Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste – a renowned communications and internet policy think tank.
Market research sparked her curiosity as early as 2001 when Anna focused on silver consumers’ role in participatory product development. The better part of her career in market research she spent at YouGov where she led the qualitative methods team continuously riding on the cutting edge of innovation. Drawing on more than 15 years of hands-on experience, Anna joined Fresenius University of Applied Sciences in 2016 and was appointed a Professor in 2017. She holds a doctorate in from the University of Bonn.