Why marktometer
and why me.

I have spent 25 years decoding what moves FMCG markets, what drives brand success and why people buy – or don't. For a long time, I did this for global corporations: Nielsen, Europanel, and as an in-house consultant at Kraft Foods and Mondelēz.

I have seen both sides: how the data is built, and what decision-makers from brand managers to VPs actually need when the decision lands on their desk.

Risky decisions rarely happen with no data. They happen when the external numbers, the internal view, and the commercial pressure all point in different directions.

Gut feeling is a compass, not a map.

Commercial instinct is not the enemy. Experience matters. The problem starts when stakes are high and a bad decision may be too expensive or impossible to reverse.

That is the gap marktometer is built for: national and regional FMCG brands that need an independent signal before budget or management focus is committed.

Sometimes the answer needs more data. Sometimes it needs different data. Sometimes the data is already there, but the interpretation is not strong enough to underpin the decision.

I am not tied to a data source or method. The question decides what evidence is needed. The output is not another document for the archive. It is a clear view of what works, what does not, and what to do next. Even when it goes against your internal consensus.

AI tools can create speed, but they don't understand your commercial reality. They generate information, not implications. Data becomes decision-ready only when someone provides context and stands behind the result.

That is why I founded marktometer. I close the gap between data and decision for FMCG brands that need senior judgment on demand, without the machinery of a global consulting firm.