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 order 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 and the further development of online channels. Before that, she worked for three years as Project Manager “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 in the B2B and B2C context.
Nina Hesel already worked at NIM during her studies from 2013 to 2015 as a working student and for her master's thesis. She supported the researchers at the NIM in investigating the question of how knowledge from user-generated photos from social networks can be used in market research and marketing. In her master's thesis, she researched to what extent data generated using image recognition algorithms can be used for segmenting target groups, for example by incorporating AI and machine learning.
In 2015 she completed her master's degree in business administration with a focus on "Market Research & Innovation" at the Nuremberg Institute of Technology "Georg Simon Ohm". She completed her bachelor's degree in "International Business, Intercultural Studies" at Heilbronn University of Applied Sciences.