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Seasoned Insight ProfessionalsWe are a team of seasoned CMI experts. Each one of us has over 20 years of experience in the Insights world. Together we share a vast body of knowledge and experience in almost every aspect of the trade. Beyond that, we have an extensive network of Insights professionals that can be activated when needed.
Our GoalWe believe Insights are a fundamental building block for successful marketing. Our goal is to prepare our clients for an Insight led future.
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Our Team
Sjoerd Koornstra
Sjoerd has a wealth of international experience in developed and developing markets and has worked across a broad range of market research related areas, including more than 30 years at Heineken.
He has held international senior positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He is an active speaker at international congresses and has produced several publications. He has a master's degree in applied econometrics in business administration, attended several executive programmes at INSEAD and has gained several data science qualifications. Sjoerd has been named by Ray Poynter as one of the Leaders of Change within the research Industry. +31 (0)6 539 453 48
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Patrick Bruin
Patrick is an (interim) marketing & insights manager/consultant who delivers deep insight into markets and customers.
His expertise is where marketing and market research meet, whereby the customer is always at the center. Thanks to his enormous curiosity he knows to find out what makes customers tick (whether they are consumers or B2B customers), what they need and how to act upon that. Patrick has done assignments for companies such as Heineken, KPN, FrieslandCampina, Danone Nutricia, GfK and IKEA, to name a few. +31 (0)6 133 555 29
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Our ExperienceEach of us has over 20 years of experience in Insights. Here you see some of the companies that we have worked for in the past. Obviously the list is much longer. If you have any questions about specific experiences, feel free to contact any of us.
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Some Examples of our Work
Portfolio Potential Assessment
We supported in a project for an International Liquor Company to assess the portfolio potential for an emerging continent. We assessed the current situation and the drivers for future growth. This led to the prioritization of markets within the continent. We gave clear directions for the next steps to optimize positioning for the brand involved.
Consumer Measurement Infrastructure
A business unit operating within a Global FMCG Company wanted to grow a new category and be the leader with their premium brand in all markets it enters. In order to monitor the progress and steer the business unit needed a new measurement system. The current data landscape was patchy, not fully known, not consistent and not covering all information needs.
We developed the design of the future consumer measurement system:
Competency Assessment
A FMCG company wanted to develop a training program for the Insights managers in a continent (region). The training program should upgrade the level of the Insights function. The current competency profiles of the Insights managers were not clear. We developed a structured framework to assess these competency profiles. This assessment was used as the foundation to develop the regional training program.
Software review of data integration tools with data analytics, visualization and dashboarding
A software review of data integration tools with data analytics, visualization and dashboarding has been conducted and published by the MOA (the Dutch Market Research Trade Association). It is an evaluation of 13 different software platforms; a selection of suppliers you often see in pitches for insights/marketing information systems. This review will help users to select the most appropriate software platform depending on the business needs. Several intelligence tools have appeared on the market. These tools are generic solutions sold by large vendors as well tailored Insights solution. The generic solutions are usually incorporated in several software reviews (Gartner, Forrester etc.) which are known by the IT-departments. But the performance of the tailored Insights solution, especially versus the generic solutions, is less clear. At research agencies as well within Insights departments people are currently struggling with the appropriate selection for their business situation. The MOA wants to support their members with this review of several software platforms to support this selection process.
We supported in a project for an International Liquor Company to assess the portfolio potential for an emerging continent. We assessed the current situation and the drivers for future growth. This led to the prioritization of markets within the continent. We gave clear directions for the next steps to optimize positioning for the brand involved.
Consumer Measurement Infrastructure
A business unit operating within a Global FMCG Company wanted to grow a new category and be the leader with their premium brand in all markets it enters. In order to monitor the progress and steer the business unit needed a new measurement system. The current data landscape was patchy, not fully known, not consistent and not covering all information needs.
We developed the design of the future consumer measurement system:
- Based upon internal customer needs for (strategic and tactical) business decisions
- What can be used from already existing studies and measurements solutions
- What needs to be added / dropped and kept
Competency Assessment
A FMCG company wanted to develop a training program for the Insights managers in a continent (region). The training program should upgrade the level of the Insights function. The current competency profiles of the Insights managers were not clear. We developed a structured framework to assess these competency profiles. This assessment was used as the foundation to develop the regional training program.
Software review of data integration tools with data analytics, visualization and dashboarding
A software review of data integration tools with data analytics, visualization and dashboarding has been conducted and published by the MOA (the Dutch Market Research Trade Association). It is an evaluation of 13 different software platforms; a selection of suppliers you often see in pitches for insights/marketing information systems. This review will help users to select the most appropriate software platform depending on the business needs. Several intelligence tools have appeared on the market. These tools are generic solutions sold by large vendors as well tailored Insights solution. The generic solutions are usually incorporated in several software reviews (Gartner, Forrester etc.) which are known by the IT-departments. But the performance of the tailored Insights solution, especially versus the generic solutions, is less clear. At research agencies as well within Insights departments people are currently struggling with the appropriate selection for their business situation. The MOA wants to support their members with this review of several software platforms to support this selection process.
