ma-ko Research

ma-ko Research

Would you like to design your competitive position purposefully? Promote sales? Build a new business idea on secure data? - ma-ko Research helps you to make correct, fast and sustainable decisions by taking comprehensive market information into account.

Ma-Ko Research :: Dr. Ulrike Berndt

Profil

ma-ko Research was founded in 2012 by Ulrike Berndt, who is even available for you as Market Research Manager and Business Analyst. Ulrike owns a Diploma in Food Economics and PhD in Health Care Controlling & Hospital Management. She is a trained generalist and a highly motivated researcher and controller with passion for delivering individual, high-quality decision-making aids for your project.

Would you like to know more? Click here for more information:

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Services

ma-ko Research is an independent specialist for market and competition analysis. Daily routine includes:

  • data and informations on market (ma) and competition (ko, for german word „Konkurrenz“), designing market and competition analyzes
  • available information sources, methods and technologies for market research and analysis (statistics, survey methods, IT systems, business analytics)
  • available technologies for decision makers (IT systems, business intelligence)

Industry Focus:

  • Life Sciences and food industry
  • Health care and MedTech
  • Renewable energies and environmental technology
  • Automation - as a cross-funktional discipline Always important

Design:

  • comparisons, e.g. company, product, key figures
  • overviews, e.g. supplier, competition, SWOT, Dashboard 
  • profiles e.g. company profile according to your specification
  • data collections, e.g. prepared, clean data for integration in CRM / IT (Data Mining)

Methodology:

  • orientation on Cross Industry Standard Process for Data Mining (CRISP-DM, area Business Computer Science)
  • Focus on Desk Research

By clicking on the following symbols, you will learn more about the individual services.

  • ITMarket analysis
  • Vertriebma-ko2Go
  • AnträgePatent research
  • FinanzierungTraining

Market analysis

For companies in strategy consulting, business consulting and corporate finance, I offer active support in market and competition analysis. I see two design possibilities for a good cooperation:

  • As an external service provider, ma-ko Research undertakes limited tasks to a limited extent.
  • As a member of your company, I contribute my special know-how exclusively to your company on a project-specific and temporary basis.

Collaboration requires uniform terminology. The work of ma-ko is based on the following understanding:

  • Market analysis is an overall view of the environment, industry and competition at a given time based on past values. An industry analysis takes a closer look at the static aspect "sector structure" and the temporal aspect "industry behavior".
  • A market flow analysis focuses on time sequences and changes. Market forecasts are created by updating past values into the future. Prerequisite are quantitative and complete, adjusted data sets.
  • A competitive analysis is a combination of industry and market analysis. It confines itself to the particular industry to which the company belongs and analyzes the behavior and changes in the industry relative to the company.

The area of market research is changing very fast, more and more real-time data are available. New technologies allow to shift our interest, perspective and analytical approach:

  • Previous focus: business intelligence as an explanatory approach based on past values, parallel to statistics
  • Future focus: data science as an exploratory approach with the aim of recognizing correlations (data mining), anticipating developments (predictive analytics) as well as understanding social context and meaning (semantic analysis)

So far, the main focus is on structured data, standard reporting and dashboards. In the future, too, or especially in market research, we will have to deal with many quantitative, unstructured data. Data analysis and forecasting are becoming increasingly important, as well as the need for specialists to take on these tasks with the new technologies. As a Business Analyst, I actively design the interface to Data Science. Gladly for you!

ma-ko2Go

ma-ko Research has developed a new way of market research: ma-ko2Go is an uncomplicated methology and fits perfectly to businesses with a small budget.

What is it about?

  • Your request may be demanding and your quality standards high.
  • I do not advise, but I deliver results regularly. After 2 weeks at the latest, we will discuss the interim result and see what happens next. My work integrates well into the counseling process. Of course, I will gladly give you a recommendation, suggestion, advice as needed.
  • We can start easily. Especially if you do not know exactly what the path or the result should look like. Mostly the first step is a (company) overview.
  • In small steps we approach the target. You can always stop or disembark on the road if the result is sufficient for you or your priorities have changed.
  • First, we work with information and data available free of charge. The gaps can be exchanged for paid services later, e.g. trade registers, industry-specific data providers - if necessary. Appropriate purchase or registration is only in agreement with you.
  • I work independently. The collected information and data are ready for you, the publication to you is free of charge.
  • Billing takes place at the end of the month on an hourly basis. You can ask me without obligation for the hourly rate and experience.
  • My overviews are limited to the essentials and are based on your specifications. You can flexibly adapt the amount of effort (for example, whether in keywords or only complete sentences, which language, layout text language, etc.)
  • Special cases: data processing in the context of data mining, dashboard adaptation in CRM and controlling-related data collections with MS XLS

Patent research

For technology-oriented companies, ma-ko Research offers patent research, patent monitoring, and other business development support.

The protection of intellectual property is an important, but still underestimated matter. It is just well developed in the field of high-performance technologies and related scientific research. Start-ups are also supported as part of the start-up consultancy for the protection of intellectual property rights. But other companies don´t use the opportunity, that intellectual property rights have as strategic assets, sufficiently (1).

Companies should develop a strategy on how they want to deal with intellectual property rights as early as possible. Sooner or later, the topic becomes current for every company (2). Far ahead of product development, it is important to find out about the status of the industrial property rights for a product or knowledge. Later, when patents exist, it is advisable to continue to monitor competitors' patent activities.

I collect information on industrial property rights by default for company profiles and competitive analyzes with the DEPATISnet database and on the extensive holdings of the Saxon State and University Library (SLUB).

For comprehensive patent searches, I will use broader approaches as well as other patent databases and possibly the Patent Information Center. Youl´ll get patent overviews, patent families etc. - depending on your needs.

Ressources:

(1) Deutsches Patent- und Markenamt (2019), https://www.dpma.de/service/kmu/index.html

(2) Deutsches Patent- und Markenamt (2019), https://www.dpma.de/service/kmu/erfolg/index.html

Market analysis training

I want to share my passion for designing an analysis and the structured handling of market information and data with you. Staff members who are in charge of carrying out an compehensive market and competition analysis will get a helpful practical support. A package is about two hours and includes:

  • Information and Solutions on time and afterwards, on demand
  • cost estimation, Toolbox.check
  • research strategies and to-do-list
  • Project Management advice

Projects

ma-ko Research is supporting a wide variety of companies. We do work in a committed, discreet and flexible manner, and often as coworking partner in projects of consultants.

Small Wind Turbines

client:
Financial Holding
role:
Market Research Manager, Business Analyst, CRM-Supporter
industry:
  • mechanical and electrical engineering
  • renewable energies
accounabilities:
support financing a start-up with a special small wind turbine technology: infobroking, market and competition analysis, quantitative and qualitative market research, company comparisons, comparative company profiles, product comparison - a requirement engineering approach to identify USP and provide marketer with material for further use, analysis of telecom towers market, selected markets by region, visualization
CRM-support: delivering well structured data and information so that it can be integrated into CRM easily, work with CRM for the client

Mixing Technology

client:
Financial Holding
role:
Market Research Manager
industry:
  • mechanical engineering
  • process technologies
  • food & beverage
  • bottling industry
accounabilities:
Support Due Dilligence by outlining market potential of a mixing technology
infobroking, patent research and delivering parts of a market and competition analysis: company profiles

MedTech

client:
MedTech Consultant
role:
Coworker, MedTech Support Consultant, Field Researcher
industry:
  • MedTech
  • health care
  • hospital
accounabilities:
support in the way of working within a technical support projekt for a foreign MedTech manufacturer (heart failure)
quality management / Field Research (survey), high service level, reporting and documentation, travelling 2-3x/w

Motion Control

client:
Consultant
role:
Market Research Manager, Business Analyst
industry:
  • electrical engineering
  • automation
accounabilities:
support financing a start-up by delivering infobroking and parts of market and competition analysis: environmental information, product comparisons

Smart home/AAL

client:
Financing Advisor
role:
Market Research Manager, Business Analyst
industry:
  • electrical engineering
  • automation
  • facility management
  • retirement home
accounabilities:
support financing of a company by delivering a market and competition analysis: presentation of the smart home and the ambient assisted living market (AAL), detailed information about environment, sectors, competitors, product comparison 
final report, xls and recommendations

Commodity Trade

client:
Financing Consultant
role:
Market Research Manager
industry:
  • chemical industry
  • trade
  • procurement
  • commodities
  • phenolic resins
accounabilities:
support a foreign trading company by infobroking and delivering parts of market and competition analysis for business evaluation: company profiles, Top20-clients

Home-based Services

client:
Tax Consultancy
role:

Market Research Manager

industry:
  • services
  • advice
accounabilities:
support business valuation by infobroking (official statistics), market research and line of argumentation

Self Storage

client:
Consultant
role:
Market Research Manager
industry:
  • rental
  • lease
  • warehouse
accounabilities:
support financing by delivering a update for market information that are part of an investor presentation, and parts of a competition analysis: financial key figures, qualitative company profiles

Nursing Homes

client:
Tax Consultancy
role:
Market Research Manager
industry:
  • health care
  • nursing home
  • medical care
  • assisted living
accounabilities:
support business valuation by infobroking (official statistics), controlling and delivering parts of a environmental and competition analysis: using business-specific chart of accounts, benchmarking, key figures comparison, visualization legal requirements for personnel controlling, pprocessed data and information as xls file

Public Health

client:
Public Administration District
role:
Field Researcher, Market Research Manager, Regional Manager, Project Manager
industry:
  • social affairs
  • health care
  • public health
  • empowerment
  • community health
  • assisted living
  • elderly care
  • retirement affairs
  • regional management
accounabilities:
Support providing public health support for elderly in rural areas with a needs analysis, project planning (target-, milestone-, action-) and realization independently, building project team and advisory council, field research: expert survey, qualitative analysis / evaluation, visualization, interpretation, report, recommendations

Data Library

Welcome to ma-ko´s data library! Here you´ll get insights and selected materials. These are never documents that customers have received. A work sample is published in consultation with the costumer. Are you interested in a special topic? Then just get in contact with us.

There are many market analysis available on time. But customer wished for a desicion-oriented approach to these market information: Who are the key players and what´s their role, backround, strategy etc. The challenges were getting detailed information and presenting these in a simple way. The work sample outlines how a first approach can look like. There is a lot of work behind it: data availability isn´t easy because it is a mergers and acquisitions market with high  dynamics, complexity and purely financial orientation in investor relations. The work sample is essentially based on the ACCC Telecommunication Report of the Australian Competition and Consumer Commission.

Are you interested in small wind? It is a smart way to participate in the energy transition, as a private or a commercial user. A product comparison will help you to figure out the differences between the manufacturer´s technologies.

A customer wished for such a product comparison and it was made in close collaboration with engineers and marketing. First, it was important to figure out the USP exactly. Second, the map (delivered on time!) was used by marketers for further processing in Adobe Creative Cloud.

One customer was interested in how many paint and printing ink manufacturers exist in Germany and what they do. ma-ko did a selection based on a large number of companies and on specific criteria. The criteria for presentation in the comparative company profiles were determined in consultation with the customer (qualitative presentation). Here you find the overview of all manufacturers in Germany on the basis of financial key figures (quantitative representation).