Last projects Research.
Two research projects · University team work · 2024–2025
Research.From evidence to direction.
In two university team projects, I analyzed existing interviews on digital services and helped develop strategic recommendations for FH Kufstein's marketing degree.
- My role
- Qualitative analysis and recommendations across two team projects
- Context
- Marketing & Communication Management · FH Kufstein Tirol
- Timeframe
- Semesters 3 and 4 · 2024–2025
- Output
- Research findings and strategic recommendations
Project01
Research project · Semester 3
How digitalization changes products and services
Exploring how digitalization, AI and automation are reshaping products, services and the customer experience.
- 20expert interview transcripts, re-coded in MaxQDA
- MaxQDAQualitative re-analysis
- Project expoFindings presented at FH Kufstein
The question I worked on
How does digitalization change products and services, and where does human interaction still matter?
My analytical decisions
- Reframe the coding system
- I re-coded 20 existing expert interview transcripts in MaxQDA using a fresh framework.
- Find recurring patterns
- I structured the material around how digitalization changes service delivery and the customer experience.
- Connect evidence and theory
- I compared the findings with concepts such as scalability and storability, then helped develop recommendations for managers.
The analytical lens
20 existing transcripts
Re-analysis in MaxQDA- A fresh coding framework
- Revisit the existing material through a new set of categories.
- Recurring patterns
- Examine changes in service delivery and customer experience.
- A theoretical comparison
- Relate the findings to scalability and storability.
What the evidence suggested
Digitalization can make services more scalable, while human interaction remains important to the customer experience.
My part in the research
University team projects. The contributions below describe my work.
- Re-coded and analyzed all 20 existing transcripts in MaxQDA
- Synthesized recurring patterns and compared them with theory
- Contributed to the team's managerial implications
- Product
- Service
- Digital experience
Project02
Research & strategy project · Semester 4
Research for a marketing degree's next direction
Commissioned by FH Kufstein Tirol to inform the positioning of its Marketing & Communication Management degree.
- 5expert interviews
- 50student survey responses
- 362coded segments in eight categories
The question I worked on
How could the degree meet changing industry needs and stand apart from competing programs?
My analytical decisions
- Map the competitive context
- I developed a SWOT from DACH benchmarking to frame where the program could differentiate.
- Connect stakeholder perspectives
- The study combined five expert interviews with 50 student survey responses on expectations and gaps.
- Turn patterns into recommendations
- I refined the coding framework and analyzed all five interviews to develop strategic recommendations with the team.
Three complementary perspectives
A direction for the degree
Research-informed recommendations- Industry perspective
- Five expert interviews, analyzed in MaxQDA.
- Student perspective
- 50 survey responses on expectations and gaps.
- Competitive perspective
- DACH benchmarking and the SWOT I developed.
What the evidence suggested
Experts and students pointed toward specialization, AI skills and clearer positioning.
My part in the research
University team projects. The contributions below describe my work.
- Developed the SWOT and conducted expert interviews
- Refined the coding framework and analyzed all interviews in MaxQDA
- Synthesized findings into strategic recommendations
Recommendations presented to FH Kufstein
A clearer position
The team's proposed direction- Specialization
- Specialization tracks and a clearer degree title and position.
- Future-facing skills
- AI as a core subject and a social media curriculum.
- Research readiness
- Stronger preparation in research methods.
Across both projects / Looking back
What stayed with me
A coding framework shapes what becomes visible. I learned to make those choices explicit before turning patterns into recommendations.