About me
My academic background is in Economic Psychology (behavioral economics) and Marketing. My first love was qualitative marketing research. I'm a sr. Director with 25+ yrs of expderience.
The first decade was about close client collabs - in FMCG, CPG (e.g. consumer electronics), finance, automotive, to name just a few - solving or validating all types of marketing issues, mostly innovation and branding.
The second decade was about commercial and managerial responsibility, with a global P&L responsibility, covering markets in EU, USA and APAC. So before becoming a founder, I worked around the world for the big and front-running multinational agencies, like Research International (now Kantar) and Ipsos. All globally renowned and highly innovative marketing research & consultancy agencies.
the past 5 yrs, alarmed by climate and health events, I got involved and brought my expertise to the sustainability domain. Not only for innovation but also for business aspects like culture, branding and supply chain. As a consumer psychologist and former qualitative researcher, bringing a human centered approach to design and problem solving (as does 'Design Thinking' philosophy) comes natural to me. So a Design Sprint, like in a focus group-type environment, becomes, although magical, a natural combination.
Design Sprint, a battle tested, fast-paced approach for helping to solve strategy and sustainability challenges with the end-user in mind. When sustainability is the aspiration, behavior change is the super power enabling it!
