Dr. Thomas Winder, Managing Director

Member of the Board (since 2004, with marketmind since 1998)


Current Focus in Work and Research

Customer Satisfaction and Customer Loyalty; Monetary Measuring of Brand Equity; Analyses of Price and Potential; Multi-Media Image Assessment with special Focus on Emotions relevant to Marketing; Simulation of Buyer Behaviour and Decision-Making by means of Conjoint Measurement; Multivariate Methods of Analysis (in particular Structural Equations Models); Non-Parametric Tests; Managing the Call Center



Studies of Handelswissenschaften (Business Administration with two foreign languages) at the Vienna University of Economics and Business

  • Diploma thesis on “The Purchasing Decision for Espresso Machines and the Image of the Saeco Brand” (1998);


Doctoral thesis on “Emotions in the Context of Marketing – A Critical Reflection of the Application and Measurement of Emotions“ (2004)


Professional Career

Market research for Saeco AG 1997
Project manager with marketmind since 1998, member of the marketmind board since 2004
Lecturer for Marketing and Market Research at the Vienna University of Economics and Business since 2002
Lecturer for Multivariate Methods of Analysis at FHWien University of Applied Sciences Study Programmes since 2009



"Praxis der sozialwissenschaftlichen Forschung“ (“Practice of Research in the Social Sciences“) (2001)
"Markenrelevante Emotionen als Kern der nonverbalen Imagemessung“ (“Brand-Relevant Emotions at the Core of Nonverbal Image Assessment“) (2001)
"Die Messung von Emotionen im Marketing“ (“Measuring Emotions in Marketing“), Deutscher Universitätsverlag (2005)


Social Skills and Additional Qualifications

Statistics Software: SPSS (subject of his courses taught at Vienna University of Economics and Business)
Languages: English, Italian, Spanish
Coordination of major (long-term) projects at marketmind



marketmind, Marktforschung, Markenberatung, Marketingberatung, Kundenzufriedenheit, Kundenzufriedenheitsmessung, Kundenzufriedenheitsanalyse, Marke, brand, consulting, Branding, Markenforschung, Markenwert, Markentechnik, Markenf├╝hrung, 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,