The site is structured like the artefact I build for a living. The solid curve is the mood I’m aiming for, tap a smiley inside any stage and the dashed line becomes real visitor sentiment.
I am a customer insights researcher with a UX background. For four years at Universal Robots I worked with product managers, engineers and QA on discovery in the food and pharma industries: interviewing operators and plant managers in Asia, Europe and the US, mapping customer journeys, and building the competitor benchmarking model our leadership used for pricing and strategy. Since 2026 I sit on the board of Tennis Club Odense, where I built our event app and surveys myself with AI and use the data to decide what we do next. I like research that ends in a decision, and I like being the one who follows it through.
An owner of customer insights who turns continuous data into growth decisions.
Board of Fyn's largest tennis club (478 members). Built and shipped the Sip & Serve event platform with AI; responsible for member CSAT, growth and press.
This season: event management, leading the funding committee, marketing strategy, organisational structuring and process optimisation.
Global discovery, journey mapping and competitive benchmarking for product, pricing and senior management, reporting from PM to CEO.
Retail leadership, customer-facing operations and team management.
Five years of research across pricing, product and growth stakeholders, method, tools and commercial fluency.
Gallup CliftonStrengths 34, completed November 2024. My five signature themes, and what they look like at work.
Most researchers stop at the insight. Most strategists start without one. My profile closes that gap: Woo and Communication get me into the room with customers and executives; Strategic and Input turn what I hear into patterns and options; Significance means I take the recommendation all the way to the decision, and own it.
For a company building experience-first products on a data-driven, iterative foundation, that is the profile you want owning customer insights: someone who can run global discovery on Monday, present the commercial case on Friday, and adapt when the plan changes on Wednesday.
Influencing and Relationship Building carry the top ten, anchored by Strategic and Input: win the room, read the people, spot the pattern, then tell the story.
A researcher who wins the room, sees the pattern and tells the story, measured by Gallup, not self-described.
Case studyA Power BI model of our value proposition vs. key competitors, the fact base for pricing, positioning and strategy from PM to CEO.
Case studyA PWA for a 478-member club, ticketing, surveys, live NPS/CSAT and community, built solo with AI and measured commercially.
Case studyGlobal discovery across four hygienic zones, QA requirements translated into segment requirements and roadmap priorities.
Set up a CSAT for the Universal Robots Academy and made results transparent in regular webinars with the Training Partners. Engagement rose and the Academy shifted from assuming to measuring; the research refined focus and prioritised key topics.
“Sinthus research insights have made a tangible impact on our decision-making processes.”
Facilitated cross-functional journey-mapping sessions, prep, moderation, synthesis. Focused on stakeholder alignment, not systems.
Six months of observational research on how first-time customers unbox, mount and start a cobot: a 12-touchpoint journey map, prioritised insights and a threefold concept.
Read the caseA benchmark leadership decides with, a growth loop measured on real users, and segment discovery that shaped a roadmap.
75+ usability tests and surveys accumulated at Universal Robots, across markets and segments, from operators on the factory floor to non-customers.
Seen in: Food industry case, one example100+ documented customer insights on needs, pain points and opportunities, turned into strategic direction from product manager to CEO.
Seen in: Segment roadmap, food industryEnd-to-end journey maps for pharma and food & beverage, and the robot unboxing journey.
Seen in: UR journey map artefactResearch-driven archetypes with requirements per target group, anchored through several internal workshops I facilitated.
Seen in: UR archetypes artefactA customisable Power BI visualisation of our value proposition against key competitors, answering strategic, commercial and product-development questions from one model.
Seen in: Power BI caseRegular testing with non-customers, reported to Service on a fixed cadence; word-association tests for several departments showed what our external communication actually signals.
Seen in: Power BI case, Pricing DirectorNPS/CSAT loops and product analytics. A CSAT and transparent webinars at UR Academy lifted engagement and changed the Academy mindset; at Tennis Club Odense, NPS +66.
Seen in: Sip & Serve case, NPS +66How I run a research project end to end, stage by stage, with AI as one part of the work.
It never sits in one stage, because every project needs it differently. From the first hypothesis to the last follow-up I keep product managers, the Pricing Director and senior management in the loop, so the insight is trusted before it lands and acted on after. It is what turns research into a decision.
AI handles the volume; I handle the judgement. Insights land while the decision is still open.
Replace assumptions with evidence.
Research ends in a decision, not a deck.
Continuous data compounds over time.
Hands-on with AI, human in the loop.
No ramp-up on tools, research, product and AI stack already in daily use.
Verbatim LinkedIn recommendations. Nothing paraphrased, the pull-quotes are sentences from the originals.
“Our senior management team, including the CEO, were tremendously impressed with the first results and how this could be used on an operational and strategic level.”
“Sinthus research insights have made a tangible impact on our decision-making processes.”
“Incredibly dedicated and detail oriented, a great ability to get the job done efficiently while maintaining a collaborative and friendly approach.”
“She has a deep understanding of people and the UX process, always bringing valuable insights to the team.”
Colleagues describe the same thing: insights with a tangible impact on decision-making.
If your digitalisation is data-driven and iterative and you need continuous data from your target audience, that’s exactly the job I want to own. This form or email, I reply within a working day.
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