• Stats made simple
• Analytics made useful
• Learning made fun
• Stats made simple • Analytics made useful • Learning made fun
Welcome to Ask Karsten
My name is Karsten and I am very proud to introduce AskKarsten - an independent analytics and training consultancy.
I’m award-winning statistician and have worked for over 25 years in market research, working for many leading agencies such as Ipsos, GfK, Research International and Yonder, as well as having run advanced data analytics for many clients - big and small, ranging across public sector, government, charities, retail, tech, media, automotive, transport and sport.
I’m passionate about statistics (possibly to a slightly nerdy extent) and ensuring the public understanding of statistics and survey data. I aim to make statistics less scary, less abstract, and a tool for better understanding people and society. Despite (!) my love of statistics, I am a people person and love nothing better than working together with others, be it on project work or talking about a range of subjects.
In 2024, I suddenly fell ill with Aplastic Anaemia, so I had to stop full-time employment. I fortunately received treatment in 2025, which allowed my condition to improve and stabilise. So I started working directly for individual agencies, helping them with their advanced analytics needs as well as training.
At the moment, I’m primarily helping organisations and businesses with Segmentations, Key Drivers (Regression), Discrete Choice Models (such as MaxDiff and Conjoint), Brand Maps and Implicit Association Tests. I also help them brainstorm briefs and work through bespoke data analytics queries and problems. I’ve also delivered bespoke training courses to teams, helping them understand different approaches, when to use them and how to talk about them in plain English to their end clients.
I am a statistician by background and qualification, and in addition to running Ask Karsten, I teach statistics and market research at LSE and the University of London, on behalf of Coursera. I also contribute to the Royal Statistical Society and the Market Research Society with a particular focus on improving standards in data analytics, methodology and data literacy.
I live in Harrow with my wife, an Occupational Therapist and Clinical Supervisor, and our black Labrador, Mollie. We have two grown children; the eldest is a gymnastics coach and the youngest is at university.
How I can help you
Audience Segmentation remains one of the most powerful tools available in an organisation’s repertoire for understanding the landscape, understanding it’s customers and understanding people in general. It can be used for marketing, product / service strategy, retention, acquisition and so much more. Karsten has been running successful segmentations for 25 years. However complex your need, get in touch.
I offer a range of common and bespoke modelling tools including but not limited to Key Drivers (Regression), MaxDiff, Conjoint, Correspondence Maps. As well as running these, you can expect expert help with the design stage, including questionnaire design, advice on sampling and weighting. I’ll only send you results that are useful and reliable, ensuring that the modelling and output are all fit-for-purpose. I will also build you easy to use and easy to understand simulation tools which you and your clients will love
My passion is teaching, particularly statistics and analytics. I run bespoke training either for groups or one-on-one, whatever your need is. This can be to help you understand various techniques, to help run them in-house or help you talk about them and sell them to your clients. I make learning fun, engaging and tailored so that it is an enjoyable experience, not a dull lecture
“Karsten is an absolute pleasure to work with, his stats knowledge is very extensive, he is extremely solutions orientated and he always seems to come up with ideas to address even the most demanding briefs. He is able to articulate complex ideas in a way that ensures both clients and my team fully understand the results and ensures we get the best from the analysis.”
What people say about working with me
— Director, Global consumer insights company, London
“Karsten was a fantastic partner on a complex, multi-market segmentation we worked on earlier this year. His hard work and thoughtful collaboration helped us truly understand how public opinion breaks down globally on what was a challenging topic area. Karsten felt like part of our team, and working with him was crucial to shaping our final analysis and client advice, especially on how to best engage with key groups of the general public.”
— Associate, Global Advisory Firm
“Karsten is our go-to partner for more complex statistical analysis, and has worked with us to deliver some of our highest stakes segmentations for our most important and demanding clients. He has been instrumental to the success of these projects and worked extremely collaboratively and flexibly with us throughout. He is clear, compelling and reassuring with clients, demystifying complex and technical methods and outputs for them, and highly supportive to our team, helping them to upskill and build their confidence in advanced analysis.”
— Managing Partner, Insight and Strategy Agency
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