Florian Tress

Hi. I am Florian

I have a passion for insights, good stories and design.

With a background in market research, product development, marketing and brand management, I help companies to bridge the gap between analytical and creative functions and align their products with user needs and the overall brand strategy. With more than a decade in the research industry, I have extensive experience in identifying user needs, developing innovative products, and introducing them to the market. Even though I like to be guided by curiosity, I am used to entering new territory systematically and methodically.

View my CV / Resumé
Research

It’s so easy to overlook opportunities when you rely solely on your experience or gut feeling. What is really the case?

I believe in the power of research. Whether it’s exploring new areas, evaluating alternative solutions, quantifying a problem or predicting future developments, research can reveal new opportunities and reduce the risk of poor decisions.

With 15 years of experience in the market research industry, I have had the opportunity to familiarize myself with all methods of data collection. I am particularly proud to be a regular host on the DGOF podcast research GARAGE.

Stories

We can only comprehend the world when facts become meaningful and relevant. What does this data mean?

Knowledge bomb: The human brain is not able to process data. Therefore, at some point, all sound and solid facts from research need to be translated into meaningful and relevant stories that appeal to our values and emotions as humans.

Over the past decade, content creation has been a big part of my job: data visualizations, blog articles, regular columns, scientific papers or presentations at conferences, – just to name a few of the many ways to engage with an audience.

Design

Design is the ability to find intuitive solutions to wicked problems. Is this design effective?

Good design is not art. Unlike art, good design requires no interpretation or further explanation. It is completely intuitive. That’s why design is not so much about having brilliant ideas, but about putting the user at the centre of the design process.

Over the last few years, I have worked on a number of user-centred projects. But whatever skills I have brought to the table, it all comes down to finding an intuitive solution for the user by being able to cooperate in heterogeneous teams.