As a social psychologist I'm very interested in the cultural context and the emotional drivers underlying human behaviour, the choices we make, the ambitions we have, basically the way we live our every day (personal and professional) life! In a nutshell: Finding out what makes us tick! For ± 16 years (& counting) I use this passion by being a strategic researcher/consultant; I always want to understand the 'why'​ and the 'how come'​ behind the more obvious 'what', in order to get to a meaningful 'so what!' for my clients. I have worked for clients like Viacom/MTV, FCA, IMDb, Facebook, Allianz, McDonald’s, Dr.Oetker, Beiersdorf, T-Mobile, IKEA and many more. Dedicated freelancer since 2019.My fascination for cultural influences led me to a short sabbatical in Barcelona (March/April 2016), where I studied the Spanish language and Catalan culture. I strongly believe in the value of 'getting out of your comfort zone' to kickstart personal and professional growth; in my case it all started with buying a one-way ticket from Amsterdam to Barcelona after that sabbatical.Specialties: Communication research (from big ideas to moving storyboards to final concepts) | Segmentation research | Brand positioning (personas, need states) | U&A research | Design Thinking (innovation research, human-centered design).Target audience: Consumers (from late/ early majority to innovators) and B2B (stakeholders, trend experts, medical specialists).