Florian Groth

Senior Research Consultant

Point Blank

Florian is a Senior Research Consultant at Point Blank, based in Berlin. His career began during the challenging times of the first COVID-19 lockdown in 2020. Before diving into the world of qualitative market research, he studied cultural anthropology, sociology, and business administration. His academic background enriches his approach to research, combining cultural insights with a keen understanding of social dynamics and business strategies. Awarded the QRCA Global Qualitative Researchers' Award (GQR) in 2024, Florian's work is recognized not only for his innovative use of AI tools in qualitative research, a journey that began with his discovery of ChatGPT. His first tentative steps were so fascinating to him that AI has since become a cornerstone of his daily professional activities.