Sonia Gruber (née Conchi) studied social sciences specializing in market and advertising psychology at the University of Mannheim, graduated in May 2008. From September 2003 to August 2006 and from February 2007 to January 2008 graduate assistant at the Chair of General Management and Information Systems at the University of Mannheim. From September 2006 to February 2007 internship at COBUS Market Research GmbH in Karlsruhe. From February 2008 to September 2008 graduate assistant at the Light Technology Institute (LTI) of the Karlsruhe Institute of Technology (KIT). From October 2008 to August 2012 project manager at the Karlsruhe Institute for Market Research (KIM). Since September 2012 researcher at the Competence Center Innovation and Knowledge Economy at the Fraunhofer Institute for Systems and Innovation Research ISI.