Prior to starting my own insight-based consulting firm, I started my market research career in 1995, joining the Antwerp University as an assistant Professor in the field of organizational and consumer psychology. Later, I switched to the commercial research side as research director, leading the quant department of Censydiam, one of the leading international brand diagnostic companies at the time, and Inra/Ipsos the leading research agency in Belgium, where I became responsible for leading the domestic marketing and opinion research department. I have worked across an array of brands and over fifty clients, across sixteen countries with experiences in the public sector, utility services, financial services, media and advertising agencies, service consultants, and FMCG companies. Besides my agency experience, I also worked has an inhouse insight & strategic partner for Molson Coors Europe, being responsible for insights & market research coordination (internal & external), major research alignment across countries, organizing and steering workshops on brand positioning and commercial strategy and developing custom made testing approaches (brand, advertising, NPD, segmentation).I hold a master’s degree in applied economics, from the University of Antwerp, and an EMBA from the Rotterdam School of Management, Erasmus University. I kept on combining commercial work with teaching assignments at Thomas More, and Syntra, as well as academic work, which resulted in publications in peer-reviewed journals. I am currently associated with the Faculty of Economic and Social Sciences and Solvay Business School at the Vrije Universiteit Brussel,Outside of work, you will find me cycling, swimming, scuba diving, skiing, and indulging my wanderlust and my appetite for tasty food and drinks.