Tilde Kold Email & Phone Number

Aarhus, Dk

Aarhus, Central Denmark Region, Denmark

København, Hovedstaden, Danmark

As the Consumer Insights Manager for Trends and Culture at Pandora, I was responsible for building a new function that focused on enhancing our awareness of emerging trends and deepening our cultural understanding globally. My key achievement was developing a global segmentation framework that informs strategic decisions across Pandora. By identifying cultural shifts and analyzing consumer behavior and attitudes, I provide actionable insights that help guide the company's approach to diverse markets and ensure we stay connected with evolving consumer needs.

Københavnsområdet, Danmark

As a Director in Annalect I am responsible for our Consumer Insights Team. I lead a team of dedicated specialists and together we strive to apply the most innovative research methods and tools to engage and involve the consumer – we want to get a step closer to the real behavior. My role includes: • personnel management, • reaching budget targets, • developing innovative and relevant research products, • being a methodology specialist and providing quality assurance within qualitative and quantitative project, • conducting both qualitative and quantitative research, moderating workshop and presenting at seminars, • transforming insights into actionable buisness strategy• creating and maintaining client relationships• trend exploring within individutals, segments and society • …etc. I aim to deliver curiosity, passion, high quality and creativity and as a Sociologist with commercial experience I combine social science and business understanding.

Midtermolen 3

As a Senior Consultant I was responsible for quality assurance of qualitative business area in Annalect (previously known as InsightGropup) along with conducting analysis and analytical consulting to different projects across quantitative and qualitative methods.

Copenhagen Area, Capital Region, Denmark

With my sociological background I bring very different perspectives to the understanding of human behavior in the commercial market. When I started at iUM I was the only qualitative researcher and therefore I have early in my employment met a lot of interesting challenges which have developed me a great deal – at a professional and personal levelMy main focus is human behavior – no matter if it is among consumers, coworker, subcultures etc. … how our behavior is affected by own experiences (individual level); or by the people you are surrounded with including work environments (group level) or by the social world you live in including advertisement, (social) media etc. (societal level). As I’m both quantitative and qualitative I bring a unique and rare methodological perspective to our projects. I value the qualitative method as I find it very inspirational to talk to people, gain their trust and listen to their thoughts – and becoming their voice at a presentation. As I’m also interested in quantitative research and because I’m a skilled SPSS programmer, I also handle projects with more advanced analysis. I’m very focused on method and get “a high” when I can simplify data management with a new syntax command. I value both methods and I think they bring different and relevant perspectives– separately and in combination.I’m very outgoing and appreciate a social work culture with both clients and coo-workers which also has resulted in my position as “Happiness Mayor” for the Danish office – a global initiative to create a better and thereby a more productive working environment. I get my energy from working with other people and enjoy the daily interaction with clients and like to involve myself in the relationships. As I’m curious and inquisitive I enjoy learning new things and like to teach other people as well.

Copenhagen Area, Denmark

As Research manager at IUM I perform all processes of a project – proposition, method design, gathering and programming empirical data (data management in SPSS and Excel / interviewing), the visualization of results, analysis, interpretation and client presentation. My expertise lies within converting insights into knowledge that’s usable for future decisions.I work with a variety of clients with different needs and I’m responsible for different analysis including consumer insight studies, advertising tracking, brand tracking, impact measurement, campaign measurement, segmentation, discriminant analysis, market research, competitor analysis, media strategic analysis, brand studies etc. Specialties:• Project management – both qualitative and quantitative projects• Skilled SPSS programmer and Excel user• Facetoface interviews – personal in-depth interviews• Moderator of “physical” Focus Groups and Online Focus Groups• Trackings and Evaluations (Pre-& Post tests)• More advanced quantitative analysis in SPSS (cluster analysis, discriminant, positioning etc.)• Method Combination between Quantitative and Qualitative Methods• Presentation skills

Ålborg Area, Denmark

I have specialized in Organizational and Work Sociology. I have also engaged in Social Psycologi, Media Sociology, Political Sociology and taken an interest in both qualitative and quantitative analysis.Quantitative methods: - SPSS: advanced statistical methods (regression, logistic regression, multiple regression analysis, factor analysis, cluster analysis etc.)- SPAD: simple/multiple correspondence and cluster analysis- SAS: register analysis- SurveyXact: creating and using questionariesQualitative methods:- Interviewing: individual, group, expert- Case studies: for both public and private department- Biographic method- Observation- Entograprahic felt studies

I worked with projects for both the public and private sector mainly within the subject area of employment. I worked with both quantitative and qualitative analyses - separately and in combination.Some examples:- Desk research- Methodological triangulation- Analysis of quantitative data (cluster analysis in SPSS)- Interviewing (including preparing guides and analyzing the qualitative data)- Creating and analyzing questionaries in SurveyXact- Written and graphic representation

Demonstrating different products with the purpose of selling them.

Enkeltfag, Retorik: Ordets Magt – Retorisk Tænkning Der Holder

Master'S Degree, Sociology

Specialized in Organizational Sociology, Social Psychology and Sociological Method

Subsidiary Subject, Organizational Behavior Studies

Sproglig, English And Social Science

Education record

Education record