Germany-based market research and analytics company Factworks has hired two Analysts: Lizbeth Kim at its office in Silicon Valley and Dahee Baek at the company's headquarters in Berlin.

Factworks offers a combination of qual and quant research along with analytics for brand research, customer loyalty modeling, and engagement measurement programmes. Using marketing segmentation approaches such as Latent Class Analysis and Cluster Ensemble Analysis, the firm can help clients prioritize promising target groups and identify growth opportunities. It also develops predictive models for targeting and uses a range of qualitative methods to create personas.

Kim studied psycholgy at the University of California, Berkley, and then worked as a User Experience Researcher for peer-based technology firm BitTorrent. She then began her PhD studies at Penn State University, where her research in Social Psychology focused on attitudes and behavior related to digital/online interactions, stereotypes/prejudices, and political engagement.

Baek holds a Bachelor's degree in Business Administration from Suwon University in Seoul. After graduating, she completed two internships in marketing and business development at San Francisco-based IT companies, and then moved to Germany to study for her Master's degree in International Business at HTW Berlin. In her new role, Baek is an analyst for quantitative market research projects.

Web site: www.factworks.com .

• Printer-friendly version of this article.
• Email this article to a friend.