Our vision is to be the voice of the travelers to help all stakeholders in the travel industry to continuously improve their products and services. By communicating the behavior and expectations of the travelers to aircraft manufacturers, airlines, airports, retailers and brands, we want to positively contribute to the Travel Ecosystem around the world.
m1nd-set is a research agency based in Switzerland. Our key sector of activity is the airline, aircraft manufacturer, airport and travel retail research, and consulting.
m1nd-set has conducted over thousand of qualitative and quantitative research studies around the world over the last decade and has successfully provided marketing intelligence to over 50 Fortune 500 companies.
Owner and CEO
Member of the Board of Directors
Peter has a Norwegian passport, is a passionate father of three children, loves traveling around the world, has visited over 70 countries (and counting), and to play golf, tennis or mountain bike in the Swiss mountains whenever time allows. Peter has lived and worked in six countries and speaks German, English, Swedish and Dutch.
Peter has a Ph.D. in Business Psychology from the renowned University of Göttingen, Germany. After his academic career, he has been working in market research on the agency side. He worked for research & consulting agencies such as The Gallup Organization, TNS Infratest, DemoSCOPE and P. Robert and Partners. He has been in executive-level industry positions (CEO, Executive Board Member) since over 20 years.
After extensive business experience, Peter co-created m1nd-set in 2007, and is now the 100% owner and CEO of the company. Additionally, he is one of the most frequent speakers at Travel Retail industry events in Europe, Middle East and Asia, as well as in North and South America.
Peter has been selected as the Swiss country representative for ESOMAR (the world´s leading Market Research Organization) for six years.
Chief Operating Officer
Member of the Board of Directors
Clara was born and raised in Spain, in a Swiss-Spanish family. She has been living in Switzerland for the past 15 years, and she absolutely loves it. She is the happiest when she is outdoors, and her passions include discovering the world with her son, skiing and hiking in the Alps as well as sailing on beautiful Lac Léman. Clara speaks fluent French, Spanish and English.
After graduating with a Master’s Degree in Management from the prestigious HEC Business School in Lausanne, Clara joined m1nd-set in early 2013, gained several years’ experience as project manager and then as Research Director before being promoted to her role as COO.
She leads the team of analysts working on travel retail, airport and airline research projects. She also manages m1nd-set’s subscription-based service B1S and the agency’s consultancy work for global brands, as well as industry associations and several leading retailers.
Head of Business Development
Anna was born and raised in the Valpolicella region in Italy, world famous for its exceptional good wines. After being a dancer on a high competition level in her youth, she now loves the gym, running and mountain biking in the nature. Anna is a mother of a son, and lives with her family (including a Golden Retriever) in a 150 year old farmhouse near Vevey, Switzerland.
Anna always loved traveling, and studied in Italy, Germany, Switzerland and Canada, before gaining working experience for various communication agencies in Germany, until finally settling in Switzerland. She holds a Master of Science in Management – with specialization in Marketing – from the prestigious HEC Business School in Lausanne, Switzerland. Additionally to Italian, she also speaks English, German and Spanish.
After joining m1nd-set in 2018, she worked as a project manager for various global key accounts, but quickly noticed her passion and talent for Business Development and Marketing. In 2020, Anna was promoted to Head of Business Development at m1nd-set. She is also responsible for all Marketing and PR activities, and is often invited to speak at Travel Retail and Travel related Conferences around the world.
Head of Travel Retail Research
Camila is Swiss and Uruguayan. She was born and raised in Uruguay and lives in Switzerland since 2016. She is passionate for art and music and enjoys very much painting and pottery. She loves travelling and discovering new places around the world. She speaks fluently Spanish, English and French.
Camila holds a Master degree in Public Opinion and Survey Methodology from the prestigious University of Neuchâtel, as well as a degree in Sociology from the Catholic University of Uruguay. She previously worked in the quantitative research department of a well-known Latin-American market research agency, and she has also experience working in the academic research sector.
Camila joined m1nd-set in 2018, and is currently Head of Travel Retail Research at m1nd-set, after several years of experience as a project manager for the ad-hoc travel retail research projects. She works with various global key accounts in the travel retail industries, with a strong focus on the methodology and analysis stages.