Bio
I am a strategic marketing and product planning professional, with far-reaching experience in advance concept development. My experience covers projects, from ideation to finished 3D-concepts, including concept vehicles presented at major auto shows around the world.
My background as a marketing professional is based on deep consumer research. Between 1992 and 2007, I was a key member of the Volvo Monitoring and Concept Center's (VMCC) research team. This cross-functional team is a microcosm of the mother ship in Sweden, Volvo Cars Corporation. The team is licensed to make all necessary decisions to create new vehicles, business concepts and product design proposals.
Since 1995, I have managed the "voice of the customers" in highly technical concept projects. I collect information about consumer insights, using several research methodologies. This results in a description of the target customers' needs, wants and expectations. Quantitative, qualitative and ethnographic research methods are used, with added data from societal and technological trends to describe different generational cohorts. I have designed focus group discussion guides and different questionnaires. The conclusions derived from this research become the backbone of the engineering and design briefs, as well as creating business case scenarios.
I am licensed professional of Tableau Software, which is a state-of-the-art visualization tool for database analyses. It is a versatile tool that can interact with most database formats, including, SQL, Firebird, DB2, Essbase, Oracle, Excel and Access.
I am licensed technician for DocStar Document Management Software which is a database software for paperless office system solution. The software can be deployed either as a server/client base software system or as Software-as-a-Service (SaaS) cloud based system depending on client needs.
My background as a marketing professional is based on deep consumer research. Between 1992 and 2007, I was a key member of the Volvo Monitoring and Concept Center's (VMCC) research team. This cross-functional team is a microcosm of the mother ship in Sweden, Volvo Cars Corporation. The team is licensed to make all necessary decisions to create new vehicles, business concepts and product design proposals.
Since 1995, I have managed the "voice of the customers" in highly technical concept projects. I collect information about consumer insights, using several research methodologies. This results in a description of the target customers' needs, wants and expectations. Quantitative, qualitative and ethnographic research methods are used, with added data from societal and technological trends to describe different generational cohorts. I have designed focus group discussion guides and different questionnaires. The conclusions derived from this research become the backbone of the engineering and design briefs, as well as creating business case scenarios.
I am licensed professional of Tableau Software, which is a state-of-the-art visualization tool for database analyses. It is a versatile tool that can interact with most database formats, including, SQL, Firebird, DB2, Essbase, Oracle, Excel and Access.
I am licensed technician for DocStar Document Management Software which is a database software for paperless office system solution. The software can be deployed either as a server/client base software system or as Software-as-a-Service (SaaS) cloud based system depending on client needs.
Benny Sommerfeld
805-794-0580
info@bensomconsulting.com
info@bensomconsulting.com
