“I am a child of my time. I want everything.”

In an interview with marktforschung.de as part of the series "Women in Market Research", Ines Imdahl talks about her career, her research and her demands on herself.

marktforschung.de: Ms. Imdahl, you and your husband run the rheingold salon and have four children together. How did you organize that?

Imdahl: In fact, I've always worked full time - it started again 8 weeks after the birth. My husband and I have always shared both the management of the company and childcare. We work alternately 6 or 10 hours. On the short day, you look after the children, on the long day you can travel, moderate groups, etc. So we see the children every other afternoon - and can still work full time. But I admit that on the long days we sometimes work 12 or 14 hours and often in the evenings and for a few hours on the weekend. And our two assistants have to coordinate very precisely to ensure that everything always fits.

marktforschung.de: Is the market research industry a man's world? What does a woman need to succeed?

Imdahl: In general, I think almost every industry in Germany is a man's world from a certain management level. However, the market research industry is not an extreme example here. As a woman, I still find it most difficult to understand men and their codes. They naturally interact with each other in meetings - as a woman among men (which you unfortunately often are) you can easily step into it. In addition, a particularly high and unusual level of commitment is still required. And you shouldn't hide this commitment and hope that you will be discovered or promoted at some point. As a woman, you have to learn to say that you want a certain higher position - and also risk having to leave if you don't succeed. Very few women do that, but almost all men do. You don't necessarily make yourself popular if you come across as clear as a woman. That is also something you have to learn to live with.

marktforschung.de: Which event has particularly shaped you professionally?

Imdahl: Several: My first employer - a management consultancy - kicked me out because I did exactly what I mentioned above, demanded a different position after two years. Then the founding of the rheingold salon and with it the opportunity not to work in a very male-dominated company. And writing my book, which gave me the freedom to work on just one thing at a time.

marktforschung.de: In what form have you invested in your further education?

Imdahl: Spontaneously, I would almost have to say not at all, if you associate it in the classic sense with attending seminars. But I feel like I'm learning more with every psychological study. My aim is to always be an expert in the areas in which I research and that has become quite a few in 25 years. I see the exchange with colleagues about studies as further education. The presentation to a customer - further training, because I reflect intensively on who reacts how and whether I expected that. The children are also a permanent form of further education, with their different view of the world and the new things they bring into our lives every day. But there is also something typical: I trained as a therapist to have a plan B in case things don't work out with the company. That helps me to assess companies, structures and teams.

marktforschung.de: Keyword self-optimization: Nowadays it is considered a widespread phenomenon that women in particular easily overdo it. How is that with you?

Imdahl: I am a child of my time. I want everything. Career, children and look as good as possible for as long as possible. A new requirement is to be as relaxed as possible - we recently found this out in a study of mothers. I am constantly working on the last two points - appearance and relaxation. Fortunately, I find investing in outward appearances relaxing. I like to run (optimizes the figure and relaxes) and I like to go to wellness or cosmetic treatments (optimizes the appearance and relaxes).

marktforschung.de: Was there a person who supported you in your career? Or a role model?

Imdahl: There were people who inspired me. A philosophy teacher with whom I had an advanced course has had a major impact on my attitude to this day. A lecturer with whom I was allowed to write my diploma thesis as well. Of course also our psychology professor Wilhelm Salber.

marktforschung.de: Do you have a particular focus on women in order to support them if necessary? If so, how?

Imdahl: Most of the time I want to encourage women to combine career and family along the way. The key to this lies in a partnership that allows this. Far too many women accept that the man's profession takes precedence. I find that rather incomprehensible.

marktforschung.de: Women in professional life can often tell stories of inappropriate male comments ... You too?

Imdahl: Successful and good-looking women at the same time scare many men, I sometimes notice that. Fortunately, I haven't had to endure too many comments. If they are openly expressed, you can deal with them quite well, for example, increase or extremize them even further. I think intrigues are much worse, for example when attempts are made behind the scenes to cement a bad image - from a position of power, of course. I experienced that as very bad and I have experienced that more than once.

marktforschung.de: From your point of view, is there a dress code for successful women?

Imdahl: You can never be overdressed or overeducated. Nevertheless, in my opinion there is no general dress code. Conversely, it is not possible to always and everywhere wear what you want. I myself have always wanted to be a woman and therefore preferred feminine clothing, but always paid attention to good quality. It was always important to me to make a statement through my appearance. This also has something to do with the fact that I am a self-employed entrepreneur and have to advertise for every order anew. To do this, someone first has to notice me before the persuasive content options. For the presentations in the companies, I adapt a little to the internal dress codes, if I am familiar with them. If you are unsure, then I recommend sticking to the motto above - rather a little too overdressed than underdressed.

marktforschung.de: What advice would you give to other women who want to be successful in market research?

Imdahl: First of all, it is important to do what you want to do with heart and soul. If I want to make a career in a company, so hierarchies are the most important thing to me, then market research may not be the most suitable way to do this. But if I am really interested in what moves people, why they do certain things, then you should start with a field in research and become an expert here. Here you should then also publish a lot and try to make a name for yourself. I have done this in particular in two fields: women's research and advertising effectiveness research. That doesn't mean that I haven't researched many other topics such as insurance, employer branding, food, trade, beverages ... the list is long. But I always asked myself: What is special about women? And: How does advertising work here? If you want to 'become something' in market research, then you have to know exactly what that something is.

marktforschung.de: Thank you very much!

The interview was conducted by Ulrike Schäfer.