Markéta Makovská
Prague 4
Summary
I am a senior marketing research professional with 15 years of experience in market research, specializing in qualitative and quantitative methodologies to deliver actionable business insights for clients.
I have conducted 300+ moderated qualitative sessions, delivered 150+ research reports, and presented data-driven recommendations to a diverse range of stakeholders, including C-level executives and political leaders. My expertise lies in translating complex data into strategic insights that drive business decisions and market growth.
Overview
15
15
years of professional experience
5
5
years of post-secondary education
Work History
Customer Insight and Analytics Team Lead
2N Telekomunikace (part of the CANON group)
Prague
07.2022 - Current
- Responsible for B2B market research, customer insights, and competitive intelligence
- Ensuring that company development aligns with customers' needs through various research methods, including product and concept testing, WTP analysis, market sizing, segmentation, UA studies, qualitative deep dives, and more
- Developed and implemented a company-wide program to engage partners in market research projects (B2B panel)
- Coordination of research activities with mother company Axis in Sweden
Customer Service Manager
NMS Market Research
Prague
04.2013 - 10.2021
- Managing marketing research projects from research design to results presentation in CE region (CZ,SK, PL, HU)
- Utilizing a mixed-methods approach (qualitative/quantitative, online/offline research)
- Project design - objectives, budgeting, selecting methodologies, and assembling teams.
- Responsible for delivering actionable business and marketing insights and final presentations to clients
- Moderated hundreds of qualitative sessions, including focus groups (FG), in-depth interviews (IDI), Assisted shopping trips (AST), and online communities.
- Key commercial clients: O2, T-Mobile, KKCG, Makro, Tesco, Globus, Česká spořitelna, Danone, PRE, and more.
- Public sector: Parliamentary political parties.
Analyst, Cabinet of the Minister
Ministerstvo dopravy ČR
Prague
05.2012 - 03.2013
- Responsible for analysis and sociological research within the political agenda of the Minister
Policy Analyst/Sociologist
Czech parliamentary political party
Prague
12.2011 - 04.2012
- Policy analysis and Sociological research
Project Manager
Institute for International Research
Prague, Hlavni mesto Praha
04.2010 - 11.2011
- Market research, analysis of the legislative environment, and research among leading experts in public administration and top managers (Finance, Energy industry, Pharma, etc.)
Education
Master of Science - Sociology and Public Policy
Charles University,Faculty of Social Sciences
Prague 10.2004 - 02.2010
Skills
- Meaningful and data-driven business
and marketing insights:
Brand image and positioning
Customer behavior
Personas and customer journey
Customer satisfaction and loyalty
Usage and attitudes analysis
Customer segmentation
New product and concept testing
WTP, market share, and potential
Communication and ads (concepts,
channels, claims, visuals, in-store) - Mystery shopping
B2B research
Public opinion
Political campaign research
SKILLS
MS Office (Advanced Excel, PowerPoint)
Salesforce
AI adoption
Presentation skills
LANGUAGES
Czech (Native speaker)
English (Professional proficiency)
German (Elementary)
Affiliations
- I love being active and taking on sports challenges (running, cycling, ultra-long hikes). I enjoy discovering new cuisines, baking cakes, and traveling.
Timeline
Customer Insight and Analytics Team Lead
2N Telekomunikace (part of the CANON group)
07.2022 - Current
Customer Service Manager
NMS Market Research
04.2013 - 10.2021
Analyst, Cabinet of the Minister
Ministerstvo dopravy ČR
05.2012 - 03.2013
Policy Analyst/Sociologist
Czech parliamentary political party
12.2011 - 04.2012
Project Manager
Institute for International Research
04.2010 - 11.2011
Master of Science - Sociology and Public Policy
Charles University,Faculty of Social Sciences
10.2004 - 02.2010
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