Mag. Sonja Ehrenberger

Current Focus of Work and Research

Industries: Public Sector/New Public Management, Education and Training, Banking, Telecommunication


Psychological Market and Motivation Research (Qualitative Research, e.g. Focus Groups, Creative Workshops, In-Depth Interviews); Employee Surveys (Satisfaction, Leadership Feedback, 360° Assessment,..); Customer Satisfaction and Service Quality; Systemic Analysis of the Relation between Employee and Customer Satisfaction; Brand Core Development and Internal Branding

Within marketmind: Recruitment, Selection, and Development of Personnel


Studies of Psychology focusing on Business, Market and Occupational Psychology and Empirical Research in the Social Sciences, summer term at the University of Nebraska at Omaha with special focus on Marketing and Sociology

  • Empirical diploma thesis at the Institute for Design and Assessment of Technology at the Vienna University of Technology (a.o. Univ.-Prof. Dr. Gerald Steinhardt) on introducing tele-working and desk-sharing at IBM Austria, “Tele-Working and its Implications for Employee Leadership“


Two-year education in Market Communication at WIFI Vienna Advertising Academy

Professional Experience

Occupations during her studies: Scientific project work at the Vienna University of Technology in the context of a long-term empirical, qualitative study accompanying the introduction of tele-work and desk-sharing at IBM Austria

Design and Implementation of a study for Erste Bank Austria for the purpose of evaluating in-house management development

Diverse internships related to business psychology: HR department Siemens AG (Munich), HR department Erste Bank, Karmasin Motivation Research, corporate consulting, vocational guidance & aptitude diagnostics

Project manager with marketmind since 2001, Head of Psychological Studies since 2003


On service quality and mystery shopping as co-author with Dr. Astrid Görtz, Federal Chancellory: Articles on the results of the study, "Mystery Shopping in der österreichischen Bundesverwaltung" (“Mystery Shopping in the Austrian Federal Administration“); in Verwaltung Innovativ – Supplements to Wiener Zeitung of Feb 10, 2004, and April 13, 2004.


Social Skills and Additional Qualifications


“Linking Skills“: Integrating diverse viewpoints and shared development of solutions with which all interest groups can identify
marketmind, Marktforschung, Markenberatung, Marketingberatung, Kundenzufriedenheit, Kundenzufriedenheitsmessung, Kundenzufriedenheitsanalyse, Marke, brand, consulting, Branding, Markenforschung, Markenwert, Markentechnik, Markenführung, marketing, Markenstrategie, Markenmanagement, Markenarchitektur, Mafo, customer satisfaction, Forschung, Kausalanalyse, Imagemessung, Werbewirkungsmessung, Conjoint, Conjointanalyse, Conjoint-Analyse, Image, Dachmarke, market research, Marketing, brand equity, brand value, brand monitoring, Werbewissenschaft, Marktsegmentierung, Positionierung, Markenartikel, Preisschwellen, Targeting, Friederes, Priemer,