MORE BITS OF ME
As a freelancer I am basically my products and services. Therefore you might want to know a bit more about what makes me tick (see photos) - and of course my background and experience.
2004: Mastered in Communication Science, University of Amsterdam
2006: Mastered in Political Science, University of Amsterdam
2006: Started my career as a consultant at TNS (now Kantar), where I learned how to do qualitative research, manage all kinds of stakeholders and facilitate workshops
2010: Made a small side-step to startup Growing Minds in online campaigning, but I missed the research part
2012: Moved to MARE, an Amsterdam based qualitative research agency, where I managed a variety of research projects from start to finish in all kinds of sectors and clients. Also started with giving trainings and workshops in Design Thinking tools, like customer journey mapping
2016: Became Head of Research at TravelBird, to make the company more customer-centric and grow a qualitative research team. Created a foundation for TravelBird's brand positioning and portfolio with an international needs segmentation. Facilitated multiple teams to integrate consumer insights into their strategy in a lean way: by setting up structural user testing, facilitating strategic workshops and trainings to empower them with skills like research basics, customer journey mapping, idea generation
When I moved from agencies to client side myself, I realised business context can be complex and decision making is not mainly based on insights from research. With TravelBird being an online tech company, we had access to a lot of data and people. I felt the urge to gain insights ourselves and embed this into strategy in a fast and lean way, rather than being dependent on advise from research agencies. Besides offline methods like interviewing and user testing, we experimented a lot with online qualitative research tools. I learned that customer centricity grew alongside employees being involved in research or working with customer centric tools themselves.
Therefore I believe in 'do it yourself' customer centricity in organizations and in learning by doing. My goal is to increase customer centricity of companies by facilitating and training people within a business with customer centric skills and tools. My strength lies in the combination of a thorough qualitative research background, broad experience with clients, cultures and topics from agency side and the actionable mindset to integrate research and insights in a fast-paced business environment from client side.