After more than 15 years in the qualitative research field, both on the client side (PLUS Retail) and the agency side (including Kantar), I founded Behind the Y in 2021. Through Behind the Y, I search for the story behind consumer experiences and the question behind the client’s request. What lies behind the ‘why’, and what is it really about? To find those answers, I engage in dialogue with consumers, often utilizing creative tools from my toolbox, such as projective collage sets, the blob tree, or association cards. <\/p>\n\n
As an all-round qualitative market researcher, I have experience in offline and online focus groups, in-depth interviews, communities, and creative methodologies such as co-creation sessions, inspiration sessions, ethnographic research, and workshops. I have conducted numerous B2C and B2B projects, primarily in innovation and branding. I am comfortable executing all stages of research\u2014from advising on the best approach to moderating, reporting, and presenting, in both Dutch and English. <\/p>\n","protected":false},"featured_media":11756,"template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[],"class_list":["post-11753","moderator","type-moderator","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n