Laura H. Willersted


Mid Level
London, United Kingdom
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About me

It is my belief that in-depth insights into the human side of customer’s experience and behaviour are a necessary counterpart to rational default thinking. With a passion for qualitative research, I believe this kind of understanding can bring the numbers to life and provide companies with a purposeful direction for moving forward and create commercial results. From both of my degrees I bring substantial experience with exploratory research, as well as analytical strategies data-driven approaches. In all of my academic work, my primary interest has been in exploring consumer culture. During my master’s studies I have supported this interest by studying subjects in consumer insights, behavioral fundamentals and material culture and developed competencies in digital research methods, which I believe offer valuable tools for harvesting insights into the compound subject of costumers’ experience. My professional experiences have taught me that I thrive well with dynamic workflows and in a high performance environment; however, I never doubted that my most unique assets lie within my curiosity, creativeness and human capabilities – assets I hope to benefit from in my professional career.


  • Research
  • Coordinating
  • Market Research
  • Qualitative Research
  • Quantitative Research
  • Marketing
  • Communication
  • PR Strategy
  • Campaign

Companies I’ve worked with

  • M

    Magasin du Nord

    • T

      The Danish Red Cross Youth

      • F

        F&H of Scandinavia

        • N

          Novo Nordisk A/S

          Work history


          Communications Assistant, Product Supply Executive Support

          Novo Nordisk A/S

          Aug 2015 - Aug 2017
          • Copenhagen, Denmark
          • Internship
          • Supporting the Executive Assistant and the Senior Communication Partner in professional and high quality communication deliveries such as presentation materials, newsletters and articles. Delivering memos to the executive board, colleagues and media. Part of a broad range of internal and external communication and research projects.


          Marketing Coordinator

          F&H of Scandinavia

          May 2015 - Nov 2016
          • Copenhagen, Denmark
          • Internship
          • Planning and facilitating strategic campaigns for F&H, the largest wholesaler in Scandinavia within household accessories. Responsible for organising marketing efforts concerning the interior brand: A SIMPLE MESS under the direction of the Brand Manager.


          Board member and Head of the Communication and Campaigning Committee

          The Danish Red Cross Youth

          Jul 2013 - Sep 2015
          • Copenhagen, Denmark
          • Freelance
          • Responsible for planning and facilitating all campaign operations for the Danish Red Cross Youth (an independent organisation under the International Red Cross movement with more than 200 on-going projects)


          Project coordinator, Department of Buying, Sourcing & Supply Chain

          Magasin du Nord

          Aug 2011 - Sep 2012
          • Copenhagen, Denmark
          • Internship
          • Responsible for coordinating and enabling the production of M by M Magazine and Magasin du Nord’s Christmas catalogue with a circulation of 1.000.000 copies. Contact to more than 100 suppliers and PR agencies.



          Sep 2017 - Sep 2018
          • London, United Kingdom
          • The MSc in Sociology has provided rigorous and in-depth training in sociological theory, methodology and key areas of sociological research.
 With a particular interest in customer’s world and consumer culture, I have supported my degree with courses in consumer insights, behavioral fundamentals and material culture. Moreover, I have expanded my knowledge and competencies in methodology by studying innovative social research methods with non- traditional data, using metrics -and self-monitoring strategies. 
 For my dissertation I studied the growth driving segment of urban elderly consumers and the motivational factors underlying their behaviour, using both quantitative and qualitative social research methods.


          Sep 2013 - Aug 2016
          • Copenhagen, Denmark
          • The Communication and Digital Media programme has provided me with critical exploration of mediation in today’s global world and processes of organisation, consumption and representation in media and communications. Furthermore, the programme has given me great methodological and analytical skills in conducting and designing communication solutions for different targets and platforms. 
 For my bachelor thesis I conducted an explorative study of the Austrian beer brand: Nixe Bier’s expansion to the Danish market i close collaboration with Nixe Nordic. Final average: 11,1/12 (GPA: A/4, UK: First-class honours)