Experience

Jiedi

• Belgium
• Market Research
• 1 - 100 Employee

• Insight Journeys and Qualitative Research - Independent Research Partner

  • Jun 2019 - Present

  I design Insight Journeys to help teams across the globe to discover new market opportunities. Through Qualitative Research I sharpen product design and benefit articulation; bring sharpness to product range architectures. The Human Perspective is the epicentre of everything I do. Specialised in (product) design research, including guiding design teams in prototyping. Successful research delivered across fmcg, foods, foodservice, digital experience (streaming, home delivery), circular economy ambitions, consumer health, etc. Both on- and offline methodologies, workshop creation with in-house and external participants, (online) ethnography. Always anchored in psychology understanding, phenomenological framing, and theory buidling. Actionable in the short term to understand and execute design. For the long term to feed strategy and product architecture



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Global Product Insights and Design Lead - Unilever Foodsolutions

  • Sep 2010 - Jun 2019

  Design and execution of qualitative research projects and insight development journeys in multiple markets. Development of product architectures and claim strategies across the Unilever Foodsolutions portfolio. Design and execution of claim substantiation assessments – technical, sensory, and market research. Helping R&D and Marketing teams in designing relevant and impactful innovations

• project manager

  • Jan 2000 - Jul 2013

  Certified Project Manager IPMA C. Leading global projects on product innovation. Experience in leading global teams, from Latin America, over Europe, to China. Leading teams teams through organisational changes. Developing market new market proposition. Developing winning product mixes



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• R&D manager

  • Jan 1992 - Jan 1995

  Discovery and development of now biotechnology ingredients for consumer goods Discovery and development of now biotechnology ingredients for consumer goods



Plant Genetic Systems

• Ghent, Flemish Region, Belgium

• Engineer in Biotechnology

  • Sep 1987 - Jan 1992

  PhD work in protein chemistry PhD work in protein chemistry