Experience

Future of Food Institute

• Netherlands
• Market Research
• 1 - 100 Employee

• Research Director

  • Jan 2019 - Present

  Many steps are taken to make our food chain more sustainable. But one perspective so far remained underexposed so far: that of the consumer. The Future of Food Institute will change this. By doing consumer research and trendwatching. Many steps are taken to make our food chain more sustainable. But one perspective so far remained underexposed so far: that of the consumer. The Future of Food Institute will change this. By doing consumer research and trendwatching.



Inzicht & Impact/ Insight & Impact

• Netherlands
• Market Research

• Market Research Specialist

  • Jan 2017 - Present

  Successful market research answers the right research questions in a clear and inspiring way. Since 1999 I have been helping organizations to successfully conduct and use market research.January first, 2017 I established Insight & Impact. We execute qualitative and quantitative market research. Our market research always provides a clear answer to the right research questions. We guarantee this by means of way of working, always keeping the end result and our clients’ business objectives in mind.Our starting point is always a crystal clear analysis of the research problem at hand, followed by a clear and tangible research proposal. This proposal describes the information need and how we are going to meet the research objectives. For execution of fieldwork, we use our extensive network of market research professionals. This way we can offer every research methodology and always provide our clients with objective advice about the best research approach.



Beeckestijn Business School

• Netherlands
• Higher Education
• 1 - 100 Employee

• Senior Lecturer

  • Jun 2014 - Present

  Head lecturer for the course 'Customer Insights and Data Driven Marketing'. My role is assisting the students in writing their thesis and lecturing about market research methodology and problem analysis. Head lecturer for the course 'Customer Insights and Data Driven Marketing'. My role is assisting the students in writing their thesis and lecturing about market research methodology and problem analysis.



WUA

• Netherlands
• Market Research
• 1 - 100 Employee

• Chief Methodology

  • Dec 2012 - Present

  My work for WUA! consists of two main responsibilities:Product development: Continually improving our Web Performance and Web Service models and research.Project management: Handling large scale research projects, for national and international clients My work for WUA! consists of two main responsibilities:Product development: Continually improving our Web Performance and Web Service models and research.Project management: Handling large scale research projects, for national and international clients



Wat is de vraag?/What's the Question?

• Netherlands
• Market Research

• Writer, trainer, speaker

  • Apr 2011 - Present

  Co-author of the highly acclaimed book on problem analysis for market research, Wat is de vraag? (What's the Question?). There is a widely acknowledged gap between marketing and market research. Too many market research projects are in the end not very helpful for making marketing decisions. This gap is caused in part by the fact that market research is often approached from the perspective of the execution. For many research projects the research questions are answered in an adequate way, but these answers do not solve the marketing issue. In other words, the market research does not start with the right questions. Hence our title ‘What’s the Question?’. How to close this gap? Early and thorough analysis of the research problem at hand. Jointly, by client side researchers, marketers and agency, with explicit attention to the marketing decisions to be made based on the research, leading to concise and measurable research questions.In existing literature we did not find any step-by-step approach for this process. The existence of this gap and our approach to closing it, is the basic subject of the book. The book provides a step-by-step approach that will lead to a concise research problem definition and research objectives. This problem definition will in turn lead to the choice of the right methodology to answer the right questions. What other said about the book:"Finally a book that elaborates on subjects such as problem analysis and the translation into a research problem definition."Dr A.J. Olivier (former CEO Research International)"Not only should you buy it, but also study it thoroughly and then use it in your own professional work!" Prof. Dr. Edward Groenland, Professor of Business Research Methodology Nyenrode Business UniversiteitSee more at www.watisdevraag.nl or www.whatsthequestion.online.



Generous Minds

• Netherlands
• Environmental Services
• 1 - 100 Employee

• Insights for Good Business

  • Aug 2018 - Sep 2019

  We are convinced that the future is in the hands of companies who create a better world with their products and services. There is an urgency for these Good Business companies and for them to grow and develop. This means thinking differently and considering alternative solutions. It means creating new organizational structures where entrepreneurs, investors and consultants join forces. An organization that invests money and expertise in a different way. We build this organization. Generous Minds. The Covestment Cooperation in Good Business. Within Generous Minds my role is to provide Good Businesses with insights. 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 successful business, good businesses that want to be successful, should fulfill 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 fulfill it.And by doing that, good businesses can avoid marketing failures and more importantly, live up to their full potential.



Delta Marktonderzoek

• Netherlands
• Market Research
• 1 - 100 Employee

• Market Research Expert, Writer, Entrepreneur

  • May 2013 - Dec 2016

  Delta Marktonderzoek was founded in early 2013 by Durk Bosma and Jan Urlings. We are based in The Hague, The Netherlands. Delta Marktonderzoek is all about change. We provide market research that actually helps our clients to accomplish changes and explore new roads.Our belief: we are convinced that we can only give solid advise when we are well informed about the context of our client’s organisation and when we know what’s going on in their market.Our starting point: investing time in the proposal and design stages, in close collaboration with our client. Through solid and clear analyses of the marketing issues at hand, we arrive at the right research questions and the best research approach. This results in clear answers to the key research questions, thus enabling our clients to make informed (marketing) decisions.Our goal: “It was wonderfully enlightening. We know what to do!”



MVB Den Haag

• Netherlands
• Market Research
• 1 - 100 Employee

• Market Research Facilitator

  • May 2005 - Dec 2016

  MVB Den Haag is our state-of-the art qualitative research facility in The Hague.www.mvbdenhaag.nl/marktonderzoek MVB Den Haag is our state-of-the art qualitative research facility in The Hague.www.mvbdenhaag.nl/marktonderzoek



DBMI Foundation for Marketing

• Market Research Expert

  • Jun 2005 - Apr 2013

  DBMI provides market research which helps marketing professionals to make well-informed and better decisions. Every research starts with a thorough problem analysis. Basis on this problem analysis, we propose an efficient and effective research approach. Thanks to an extensive network, we have acces to a broad range of knowledge and resources to offer our clients the most optimal research solution.We offer a full range of market research services, both quantitative and qualitative.Our promise is better, faster and less expensive market research, delivered with a personal touch. Clients include KLM, PepsiCo and Delta Lloyd.



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Consumer Intelligence Manager

  • 2004 - 2005

  Responsible for market research in Netherlands, Belgium and Scandinavia. Focus on innovation and branding/communication research. Responsible for market research in Netherlands, Belgium and Scandinavia. Focus on innovation and branding/communication research.



Research International

• Market Research
• 300 - 400 Employee

• Research Executive

  • 1999 - 2004

  Responsible for market research projects from start to finish. Specialist in the areas of financial services and public sector. Pioneer in online research. Responsible for market research projects from start to finish. Specialist in the areas of financial services and public sector. Pioneer in online research.



Strateq

• Project manager

  • 1998 - 1999



Repro Copiers Nederland (RCN)

• Internship

  • 1998 - 1998

  Strategic analysis of the Dutch copier market. Strategic analysis of the Dutch copier market.