Curious by nature. As an insights professional I describe my expertise as figuring out how to answer the right questions in the right way. This I combine with a pragmatic view of how to execute market research and a strict focus on the business objectives. I have always refused to specialise. Not in a certain research methodology or area, not in a certain industry.
Working closely with marketeers at Pepsi and KLM, seeing how they actually use the results of market research in their daily work. It became obvious to me that they usually have a clear cut decision to make, for which they need consumer insights. And the better I, as a market researcher, understand that decision, the better I can make sure the research that I deliver, actually helps them to make that decision.
Some of the companies I worked with
- WUA! : I have been working with them for years. During these years they grew from a small national agency with 5 employees to an international agency operating in 12 countries. I have worked as their methodological conscience, helping them with the more difficult questions their clients came up with and training new employees.
- Hygenius: A medical start-up for which I executed a product test among a very difficult target group (nurses and patients). The project consisted of a number of rounds of interviews and tests. During every round the product was improved and the research adapted to changing research needs. From my side this required quite some flexibility and creativity.
People that inspire me
- Klaas and Henk Kroezen. Entrepreneurs and owners of the market reseach company WUA! that I have worked for for over 6 years. They showed me how persistantly following your dreams pays off. They grew from 5 employees and working only nationally to more than 30 now and having branches in 4 countries and operate in 12. Together with them I worked for big international clients like Google and Vodafone, something that I never thought possible as a small local company.
- Erik de Kort, my boss at Research International. He taught me a lot about when to use what research methodology. He had faith in me and allowed me to work on the most high profile clients at a young age. This greatly improved my self confidence.
Why I joined Generous Minds
So far in my carreer I have mostly helped large companies become even larger. This is fine and it pays the bills. But I found that working for small companies with purpose driven people, is much more fullfilling. Being able to use my skills and knowledge to make the world (a little) better feels good and is something that I want to be able to do more. With this already on my mind, GM came on my path exactly at the right moment in time.
Doing good and doing business should come hand in hand. Good businesses that are unable to keep their head up independently, are not sustainable. And like any succesful business, good businesses that want to be succesful, should fullfill a real consumer need in a better way than their competitors do. It is my task as a market researcher to find out what exactly that consumer need is and how to fullfiill it.And by doing that, good businesses can avoid marketing failures and more importantly, live up to their full potential.