Martin Schmoll

Transformation

Not everybody loves change, but everybody sees it. Every project I commence is a transformation venture. I resolve misperceptions through data, improve processes through design, change believes through questions and shape culture through conversations. I transform people, after all. It’s the people and their environment being the most important levers for transformation. Working these levers is what I do.

Creativity

To be creative means to be tough. It requires passion, confidence and work ethic to stand up and to stand out. Without all that, my work would be pointless. My strong believe in creativity is the aspiration which keeps me going and makes me dare. Creating something new is where I exceed and find pride in.

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Strategy

It’s the strategy which creates the canvas for solutions. It sets the boundaries and kicks the ball into the right direction. I learn every day to deliver strategies living up to that standard. I learn about the world, people and trends by reading, experimenting, exploring and asking relevant questions. With data being strategies’ indispensable sidekick, I converge learnings and insights into actionable roadmaps.

China

China is the most exciting place to be at right now. Speed, scale, diversity, purpose and determination translate into pure energy. The privilege of first hand experienced of this rapid progress coined my world view. The resourceful things I see, the extraordinary experiences I get, the inspiring people I meet and all the eye-opening insight I gain are exceptional unique.

Audi on demand+ market launch strategy

Audi Business Innovation GmbH

In the wake of pervasive mobility, OEMs diverge into new business fields to ensure future relevance to consumers. Audi piloted several mobility concepts around the globe. The next challenge: Asia. After a city evaluation, user research, UX concept, service mapping and business case calculation our market entry strategy paved the way for the launch of Audi on demand+. Leveraging the unique market potential of Beijing and Hong Kong we designed a multi level prototyping and roll out roadmap to connect Asia to Audi's global mobility service ecosystem.

NEV Social Listening

BMW

Timely observation of market potentials and key trends is crucial to guarantee efficient on the spot roll out of new services, products and technologies. For BMW the NEV market is a key opportunity in the future, to expand their brand to a younger audience and extend their product portfolio. Yet classical market research on a global scale is slow and costly. Social listening delivers actionable in-depth insights about consumers unbiased opinions and topics of relevance. NLP and sentiment analysis on NEV topics, brand and product related buzz from social channels in China, Germany and the USA exhibited a triangulated perspective on the state of the global NEV market.

Next Generation Trend Study

Volkswagen

5 years. That's the timespan of one generation in China. There are rapidly changing values, habits and customer demands. This puts a challenge on companies to catch up with these quirky next generation Chinese consumers. To understand the quickly developing post-90s born generations in China VW conduced a large scale research on current- and future-trends and evolving customer needs across all relevant consumer generations. From the post 70s to the post 2000s we conducted mix method qualitative and quantitative research in cooperation with Tongji University Shanghai. The result: Chinas diversity can’t be segmented - but leverage.

Social Listening

Volkswagen

China is moving at a breakneck speed. New consumption trends spark from every corner nearly every month. People move fast and build out preferences no one can predict. To observe and understand these developments through a quarterly survey and a few expert interviews obviously doesn’t work. The more innovative approach of Social Listening prevails. Regular- and ad-hoc reporting bolsters customer insights, communication planning, marketing performance management & product strategies to the next level. Near real time monitoring of relevant topics, products and brands is essential for issue management and actionable implications across different departments.

Social Recruitment Strategy

Continental

A CV is basically a certificate to sort out people. It doesn’t tell you anything about the people behind the sheet of paper. Continental received tons of these CVs and wanted to do better. The Continental employer branding and recruiting department needed a smarter approach to identifying talents and hire the right people. With the potential of social media and professional networks, we developed an approach on scouting talents more precisely, increase efficiency and make use of the right tools to foster a talent community. A storytelling framework for their brand help to place the brand into the right context. The proper communication approach and talent screening criteria work in addition to the standard HR activities to ensure that Continental gets the right talent at the right time.