Niklas’ research focuses how technology shapes consumer experience, services, and interactions. He is currently heads the Human-Drone Interation (HDI) lab at SDU. Multidisciplinary in his education, research and outlook, Niklas has published his work in outlets such as the Journal of Consumer Research, Marketing Theory and American Behavioural Scientist, as well as key publishers in sociology.

In his research, Niklas has entered the worlds of extreme sport athletes, high-stakes poker players, competitive computer gamers, and world-class DJs in order to capture how disruptive technology alters the human condition. As online live-streams replace local events, and Face-to-Face meetings are substituted by Face-to-Screen interaction, customer experience, consumption communities and service interactions need to be re-thought. He empirically traces evolving market opportunities using focused ethnography and video analysis, engages in high-level theory building informed by his work in sociology, and delineates implications for practitioners and businesses on the basis of his experience as a consultant and entrepreneur.

Niklas is passionate about nurturing the next generation of thinkers, builders and leaders in marketing. He has taught courses at universities in five countries and is currently profile manager for two Master programs. He has worked for clients such as Mercedes-Benz, Bionade or Nivea and collaborated several strategic marketing consultancies such as The Cultural Strategy Group or German Expansion. 

Niklas’ research focuses how technology shapes consumer experience, services, and interactions. He is currently heads the Human-Drone Interation (HDI) lab at SDU. Multidisciplinary in his education, research and outlook, Niklas has published his work in outlets such as the Journal of Consumer Research, Marketing Theory and American Behavioural Scientist, as well as key publishers in sociology.

In his research, Niklas has entered the worlds of extreme sport athletes, high-stakes poker players, competitive computer gamers, and world-class DJs in order to capture how disruptive technology alters the human condition. As online live-streams replace local events, and Face-to-Face meetings are substituted by Face-to-Screen interaction, customer experience, consumption communities and service interactions need to be re-thought. He empirically traces evolving market opportunities using focused ethnography and video analysis, engages in high-level theory building informed by his work in sociology, and delineates implications for practitioners and businesses on the basis of his experience as a consultant and entrepreneur.

Niklas is passionate about nurturing the next generation of thinkers, builders and leaders in marketing. He has taught courses at universities in five countries and is currently profile manager for two Master programs. He has worked for clients such as Mercedes-Benz, Bionade or Nivea and collaborated several strategic marketing consultancies such as The Cultural Strategy Group or German Expansion.