Moderators & consultants


How does it work

We only work closely with moderators who have years of experience within the industry. They can help your company with the research question and design or only moderate the research. Let us help you find the adequate moderator for your project.

What are the possibilities:

  • Moderating the market research
  • Full guidance of the market research (devising research question and design)
  • Suitable for all target groups (business, medical, consumers and children)
  • Suitable for various forms of market research (individual, groups, telephone, inhomes or online)
  • Accurate reporting (topline or full report). This can be done in several languages (NL - ENG - FRA)

We help with choosing the right moderator and are happy to make a tailor-made offer. For more information, contact Bureau Fris or one of the moderators.


Sjoerd Heskes

drs. Sjoerd Heskes has studied politics and mass communications at the University of Amsterdam.

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Some branches with ample experience:

  • Business-to-business
  • Communications companies
  • Fast moving consumer goods
  • Financial services
  • Health care
  • IT companies
  • Publishers
  • Research for the government

    Skills and experience qualitative research:

    Advertising Research, Analysis, Brand Equity, Bulletin Boards, Co-creation, Competitive Intelligence, Consumer Behavior, Customer Insight, Customer Journey, Ethnography, Focus Groups, In-depth interviews, Moderating, Online Moderation, Online Research, Primary Research, Product Development, SEO Analysis.

    Heskes & Partners

    drs. Sjoerd Heskes

Go to website Send an e-mail 020-6179097 View CV

Yvonne Dorkhom

After having worked in qualitative research for over 15 years, both at client side (PLUS Retail) and agency side (Kantar), I started Behind the Y in 2021. Through Behind the Y I am on the lookout for the stories behind the consumer experiences, and the question behind the brief of the client. What lies behind the why? What is really the issue and hidden gem in this story? To find the answers to these questions I engage in conversations with consumers, during which I love to use my creative tools such as projective collages, the blob tree or association cards.

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As an all-round qualitative researcher I have experience in off- and online focus groups and in-depth interviews, communities and creative sessions such as co-creation sessions, ethnographic research and workshop. I have carried out both B2C as B2B projects, with a focus on the innovation and branding domains. I feel comfortable in all aspects of research: coming up with the best research approach, moderating, reporting and presenting the results, in both Dutch and English.

Go to website Send an e-mail 06-15884697 LinkedIn

Nieske Witlox

Interviewing people is the best thing. I work as a qualitative researcher for over 24 years and I co-own CO-efficient (a qualitative research bureau) together with Maudie Kunst.
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It is important to me to try to create a pleasant atmosphere in which people feel they are just having a cup of tea with me and willing to share everything with me. It is wonderful if I don’t need to ask a lot of questions and the stories just come naturally. Because these stories always provide useful insights, qualitative research never gets boring.

It gives me a lot of satisfaction to educate junior researchers in qualitative research. Therefore I give workshops about getting the maximum out of interviews and focus groups for the MOAcademy (educational branch of the Market Reseach Association in the Netherlands, MOA).

Go to website Send an e-mail 06-51144982 View CV

Karen van Diesen

My name is Karen, and I am a behavioral psychologist with expertise in innovation, sustainability, and non-profits.

With a background as a (Lean Startup) innovation consultant, I understand the importance of fully understanding your target audience before and during the development of your solution. This is not always easy, which is why I delve deeper into true behavior, underlying motivations and barriers, and the operating context. I translate these insights into pragmatic solutions and recommendations.

Projects related to sustainable innovation, non-profits, or with an ESG focus make my heart beat faster!

Send an e-mail +31 20 244 2744 LinkedIn

Maudie Kunst

I am a qualitative researcher at heart. Active for 25 years now, mainly together with Nieske Witlox under the flag of CO efficient.

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With chronic curiosity, a genuine interest in what moves people and big listening ears, I still can't imagine a better job. I love to put people at ease so they tell me whatever I need to know about the subject in the short timespan we usually have. And to then translate those stories for the client into a usable and easy-to-read report (because actually I am also a writer at heart).

In 25 years I have worked for a wide variety of clients, ranging from financial services to charities. With my experience and skills I am able to quickly master new fields, so I have been able to prove my added value to clients in various branches.

Go to website Send an e-mail 06-44852358 View CV

Lidwien van de Ven

  • Qualitative research
  • Uses: creative research techniques: games, collage techniques and value images
  • Reports: in words and image
  • Works with: other researchers, consultants and designers
  • Specialization: education, sustainability and pharma

Go to website Send an e-mail 06-22502210 View CV

Catelijne Rutten

Nwsgrg means curious; this is the way we look at research questions. Curious and with an open mind. This results in smart solutions that deliver more valuable research.

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After 20 years of experience (qual and quant), Nwsgrg has acquired experience in many different kinds of research ranging from product/concept research to image and communication research.
Specialized in the following key areas: children and youngsters and FMCG, retail (shopper) research.

Go to website Send an e-mail 06-13550958 View CV LinkedIn

Rob van Bodegom

Active as qualitative researcher since 1996. Started his career at Centre for Marketing Analyses (currently: Millward Brown) and continued as independent researcher since 2001. With his almost 20 years of research experience Rob has ample knowledge of initiating, coordinating, executing and reporting/presenting qualitative research. Both commisioned by agencies and clients.

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Experience in both b-to-c and b-to-b research, 1-on-1 in-depth interviews and focus groups, organising workshops and brainstorm sessions. Work experience in a variety of industries, companies, and research topics. Besides his work as a researcher Rob writes for trade magazines in the field of marketing and communications.

A good research always starts with a good talk. This is true for the briefing, but especially for the research itself. Although it might sound as stating the obvious, an excellent quality of the interviews is a must and thus should have top-priority. After all the output generated during the interviews is what constitutes the report, presentation, workshop and – most importantly – the strategy and choices of the client.

LinkedIn Send an e-mail 06-29011325 View CV

Monica Post

Post Research is a small independent research agency specialised in qualitative research.

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Our modus operandi is distinguished by its:

  • Personal approach
  • To-the-point conclusions and recommendations
  • Flexible and efficient organisation
  • Post Research was founded in 2006 by Monica Post.

    With more than 15 years of experience in qualitative research, she is extremely capable of translating the needs and wishes of target groups into effective advice.

Go to website Send an e-mail 06-10979174 LinkedIn

Pamela Potters

With her marketing background and years of experience in qualitative market research, Pamela delivers committed and thorough fieldwork with a profound analysis. This results in concrete conclusions and recommendations helping organizations to take steps in a broad range of marketing issues; from product-and concept development to packaging, communication and websites.

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Pam is specialized in target groups children, teenagers, youth and their parents. But also adults and professionals (BtB) are often target group of the research projects that Pam conducts.

Go to website Send an e-mail 06-10979174 View CV

Judith van Baarlen

Judith van Baarlen, born and raised in the United States, has been living in the Netherlands for more than twenty years. Growing up in a bi-lingual household allowed for a smooth transition.

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Since 1995 Judith has done qualitative market research focus groups and interviews encompassing the areas of health care, pharmaceuticals, durables, education, ICT, telecom, FMCG, and more. Projects include those with a focus on in-depth exploration of medical practices, communications, concept testing, ethnography, patient studies, and market orientation. Judith strives to keep a fresh perspective, embracing new and creative techniques that can provide added insight. Finishing off the project with a clear and thorough report is an option she offers.

Judith’s language skills allow her to moderate in both Dutch and English as a native speaker. She values reliability and flexibility, which are especially necessary in the context of international research.

Her health care experience includes, but is not limited to: cancer, Parkinson’s, ADHD, COPD, pharmacological practice, rheumatoid arthritis, asthma, pain management, birth control, hypercholesterolemia and diabetes. Respondents- both individually and in groups- include all types of health care professionals and patients.

Go to website Send an e-mail 020-6458357 View CV

Edith van der Does

Finding out what the world looks like for different individuals, what they experience, what that does to them, and what we can learn from it. That's what I like to do all day. Through interviews, user tests, workshops, contextual inquiry, diary research, or card sorting, I try to collect the most relevant insights for your project. I am at home in a wide variety of markets and like to be surprised by new subjects.

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Over the past 15 years, I have worked for a multitude of companies and organizations,  commercial, government, and non-profit. And on a wide variety of subjects, products, and services. I also have experience with qualitative research in the context of diversity and inclusivity. I would be happy to help you set up, carry out and/or analyze your research.

Go to website Send an e-mail 06-18333712 LinkedIn

Marjolein Monkel

With 15 years of cross-sector qualitative research experience, at agencies, a tech scale up and freelance, I have a bucket full of creative skills how to get to strong insights, but also how to incorporate them into business decisions on all levels, from brand to UX strategy. Since a few years I operate as freelance researcher, trainer and facilitator. Being a true people nerd, I love to help organisations understand behaviour, drivers and needs to get a clear direction for strategy and grow / innovate from a human-centred approach.

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What to hire me for?

  • Qualitative research projects from head to tail: from discovery research, segmentation and brand positioning to concept testing and UX research
  • Ad hoc moderation, online or f2f (interviews, focus groups, etc)
  • Strategic workshops, co-creation and Design Thinking: personas, customer journey mapping, ideation, prototyping
  • International projects: comfortable with reporting and debriefs in English

Go to website Send an e-mail 06-16407047 LinkedIn

Barbara Stephanus

People and their motives. For me, the question why consumers do the things they do, is highly fascinating. To understand what touches them most and what needs are relevant to them.

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And consequently make a bridge to the marketing issue with actionable insights. This guarantees a solid foundation for marketing decisions. Qualitative research, face to face or online, but always personal and in-depth, forms the basis of this approach.
Since 2003 I work as an independent qualitative researcher for A-brands in retail, mobility, fmcg, personal care and NGO’s.

I’m specialized in New product development (NPD) and brand positioning. Key words for my approach are: involved, flexible, clear and – as the Germans would say so beautifully – ‘begeistert’.

LinkedIn Go to website Send an e-mail 06-42239669

Annoek Jansen

Qualitative research, I love my job! Whether in-depths or groups, face-to-face or online qualitative, it’s never dull! For me, this is also true for the analysis part that follows. My aim is to present findings in an insightful, impactful way to make sure the story sticks. In the past 20 years, I have gained lots of experience as a qualitative researcher and team lead at the agency side.

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Not only in doing (international) research, but also by facilitating workshops and training sessions. As an independent consultant and owner of INQT research, my focus is on innovation, among which iterative research and co-creation. My way of working is characterised by a thorough start. To get to relevant output, it is not only important to get insight in the question behind the question, but also how the results will be used. Or in other words, starting with a good understanding of the business context and desired output!

Short overview of experience:

  • Type of research: Branding & positioning, Concept testing & development, Opportunity areas & idea platforms, Pre- & prototype testing, Customer experience
  • Methods: F2F & online qualitative research, Co-creation sessions, Ideation & activation workshops
  • Branches: FMCG (coffee, spreads/margarine, personal/home care, snacks, etc.), telco, finance, travel, retail

LinkedIn Send an e-mail 06-19956403 View CV

Halina Hendrickx

Halina Research is an international orientated market professional office in the Netherlands.
We offer qualitative research to gain insights in the local Dutch market. We can help you to explore your market in the Netherlands by offering strategic advice and practical support in the field of qualitative research.
Our goal is to help companies benefit from the insights we find through our research. We want to fully understand and explain people's thoughts, perceptions, emotions, (hidden) motives, needs, demands, wishes, attitudes, intentions and behavior.

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Halina Research can lead a complete research or take over parts of a research project (set up guidelines, moderation, transcripts, analysis and reporting).
Our research methods are:

  • Depth Interviews (face-to-face, online, phone, video)
  • Focus Group research (face-to-face, online)
  • Patients journeys
  • Accompanied shopping
  • Mystery shopping
  • Community research
  • Diary research

The research fields in which we operate are:

  • Healthcare
  • Business-to-Business
  • Consumer research
  • Ethnographic research
  • Usability research
  • Communication research
  • Media research
  • Customer satisfaction research

Halina Hendrickx works on national and international researches for more than 20 years.
Halina’s background is a degree in Communication Science and Marketing Communications at Radboud University Netherlands.

Go to the website Send an e-mail 06-50241217 LinkedIn


Marjolein de Jong

In 2009, I graduated with a master’s degree in Cultural Anthropology at Utrecht University. With Young Inspiration I have been giving meaning to youth participation and research with and about young people ever since. Together with organizations in education and the public sector I work on better ways to involve young people. I have years of experience in setting up, conducting and reporting qualitative research with young people and their surroundings. My research is characterized by a personal, curious and concrete approach.

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Good research starts with a good conversation. As a researcher, you have to want to get to know your target group. I believe that research becomes more effective the moment you look through the eyes of your target group to see what works. In research I always challenge my clients to do this. I get a lot of energy when I can infect my clients with my curious character. My working method is experiential, practical, out of curiosity, connecting and with humor. I like to combine depth with lightness and pleasure, and to work with what is needed at that moment.

LinkedIn Go to website Send an e-mail 06-13100695 View CV


Maartje Lauw

I believe that respondents (both consumers and business-business-business) are willing to tell what drives them, thanks to my enthusiastic, honest approach. Sometimes they do so directly, and sometimes indirectly. And in that case it is up to the moderator to interpret that. People generally like it when their story is heard, their opinion is appreciated, the time is taken for them. Personal stories about motherhood, green energy, coffee machines, dairy drinks, or asthma medication, it doesn't matter. And all this input can contribute to meaningful marketing advice. So much fun to do!

Go to website Send an e-mail 06-28783961 View CV