BIO

Nina Hesel is a senior researcher at the Nuremberg Institute for Market Decisions (NIM). Her research focuses on the impact of social and technological trends on consumer behavior and how they shape the decision-making processes of consumers and marketers within dynamic market landscapes.

Key areas of her research include sustainable consumer behavior and the influence of new technologies such as artificial intelligence (AI) or virtual environments on consumer decision making, with a special emphasis on practical implications for marketers. Prior to her career as a researcher, Nina held various marketing positions in media companies and in the event industry, where she was responsible for the strategic planning and implementation of cross-media marketing campaigns as well as in charge of market research and business intelligence projects.