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QIC Moderators

Catharina Short

Catharina has been providing strategic qualitative research services since 1989. She has previously worked in the advertising industry where she formed an interested in Qualitative Research. Since then, she has worked as a Senior Research Executive for former Borell Market Research in Stockholm, independently managed multi-country research studies for Brand Consultants in the UK and she eventually set up her own Qualitative Research Business in Stockholm in 1999 where she is still working as a Research Director. Her academic background in Marketing, Journalism and Media, her many years of experience in Qualitative Market Research with strong focus on brand development and positioning as well as her enthusiasm for trying capture people's thoughts and behaviour plays a major role in shaping his/her perspective on business problems. Catharina's major clients include Unilever, Cadbury (Stimorol, V6), Chantelle, Cederroth, Carlsberg and Swedish Match with projects on e.g. brand development and positioning as well as new product development.

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