Senior Researcher

Nina Hesel

In her research, Nina Hesel examines how companies and consumers make decisions in markets. Her focus is on the practical research of the interaction between marketing decision-makers, markets and consumers. Moreover, she investigates change processes and trends in consumer behavior and marketing to identify approaches for better decisions in the future.

Before joining the Nuremberg Institute for Market Decisions (NIM) as a researcher, she worked in the free economy as a marketing manager. Her positions included the role of Manager Corporate Marketing at NürnbergMesse GmbH, where she was responsible for the strategic planning and implementation of cross-media marketing and communication campaigns. Before that, she worked for three years as Project Manager of Marketing Insights & Business Intelligence at the Bertelsmann subsidiary rtv media group, where she was in charge of market research and business intelligence projects as well as marketing campaigns.

Focus and areas of interest

  • Sustainability marketing
  • Sustainable consumer behavior
  • Artificial intelligence in marketing
  • Marketing Trends & Marketing Strategy

Selected publications