• 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 Ask Karsten - an independent analytics and training consultancy.
I’m an award-winning statistician with over 25 years’ experience in market research, working with leading agencies such as Ipsos, GfK, Research International and Yonder. During this time, I’ve delivered advanced data analytics for organisations of all sizes across the public sector, government, charities, retail, tech, media, finance, automotive, transport, healthcare and sport.
I’m passionate about statistics (possibly to a slightly nerdy extent) and about improving the public understanding of research and data in general. My aim is to make statistics less intimidating, less abstract and more useful for understanding people and society. Despite my love of the technical side, I’m a people person and enjoy working collaboratively, whether on live projects or exploring ideas.
In 2024, I was diagnosed with Aplastic Anaemia, which meant stepping away from full-time employment. Following treatment in 2025 and a period of recovery, I chose to build Ask Karsten as a more flexible, independent practice. I now work directly with agencies, organisations and businesses, supporting both advanced analytics and training.
At the moment I specialise in Segmentation, Factor Analysis, Key Driver Analysis (Regression), MaxDiff, Conjoint, Brand Mapping and Implicit Association Tests. I also help teams think through briefs, design robust research approaches and work through complex data questions. Alongside consultancy, I deliver bespoke training courses that help teams understand when to use different techniques and how to explain them clearly to clients.
I’m a statistician by training and qualification. In addition to running Ask Karsten I teach statistics and market research at LSE and the University of London (via Coursera). I also contribute to the Royal Statistical Society and the Market Research Society, with a particular focus on improving standards in data analytics, data literacy and methodology.
I live in Harrow with my wife, an Occupational Therapist and Clinical Supervisor, and our black Labrador, Mollie. We have two grown-up children; the eldest is a Gymnastics Coach and the youngest is at University studying Forensic Sciences as well as being President of the Forensic Science Society. I’m also currently re-learning the Piano.
How I can help you
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Segmentation
Segmentation remains one of the most powerful tools available for understanding a market, its customers and its audiences. Done well, it goes far beyond description and becomes a strategic tool for shaping product development, communications, retention and acquisition.
I’ve been running successful segmentations for some of the world’s leading brands for over 25 years. Whether your need is straightforward or highly complex, I’m happy to help you think it through.
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Statistical Modelling and Consulting
I offer a range of standard and bespoke modelling approaches including Key Driver Analysis (Regression), MaxDiff, Conjoint and Correspondence Mapping. Alongside the modelling itself, I provide expert support on study design from questionnaire structure to sampling and weighting.
You can expect outputs that are reliable, fit for purpose and genuinely useful. I also build intuitive simulation tools that you and your clients will love and can use with confidence.
If you’re not sure what you need, I enjoy brainstorming tricky briefs and working through research or data challenges.
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Training and Teaching
My passion lies in teaching and sharing my knowledge and experience, particularly in statistics and data analytics. I deliver bespoke training for teams or individuals, tailored to your needs and level of experience.
This might mean helping you understand specific techniques, choosing the right method for a problem or learning how to explain complex analysis clearly to clients. I aim to make training engaging, practical and enjoyable - not a dry 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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