As the founder of Serene Nord, I offer professional qualitative research services grounded in a PhD in business with a focus on innovation in experience-based tourism and a master’s degree in business creation and entrepreneurship. I have extensive experience in qualitative data collection, including in-depth interviews, contextual conversations and field based observation, combined with strong analytical competence in thematic and interpretive analysis.

My background also includes university teaching at both bachelor and master level, where I have lectured on experience-based tourism, innovation processes and creative methods. This allows me to support organisations not only through research, but also through lectures, workshops and knowledge sharing tailored to specific needs.

Qualitative research provides rich and nuanced understanding that surveys alone cannot capture. Instead of surface level numbers, qualitative insights reveal motivations, expectations, emotions and decision making patterns. This allows organisations to understand why people behave the way they do, not just what they do. Such depth is essential for developing meaningful experiences, improving service quality and informing strategic innovation.

I support partners with:

• In depth interviews and contextual conversations
• Qualitative data collection in real environments
• Thematic and interpretive analysis
• Insight synthesis for decision making
• Experience testing and feedback collection
• Innovation workshop facilitation
• Lectures and academic or professional teaching

All research assignments are conducted with professionalism, discretion and methodological rigour, ensuring insights that are both trustworthy and actionable.