I do complex strategic research through deep understanding of people and deliver insights that give businesses real ideas for growth.

✅ Currently open to full-time roles and project-based work.

Contact

📱 +31 6 13 8888 55

📍Amsterdam, Netherlands

My work

Every research project on this page started with a brief that looked tactical: update personas, prioritise a backlog, fix a funnel, segment users. In each case, the real question was bigger than the brief, and the team didn't yet have words for it.

That's the work I'm built for: the large strategic layer between "who is our audience" and "where will we be in five years." It's where product strategy actually gets shaped, but it often falls through the cracks — too strategic for design, too granular for the C-suite, too time-consuming for PMs already running on L3. The projects below showcase my approach to research that adds the most value.

Check About me to read more on how I work.

The five-level research framework

Level	Question
5. Small tactical	"which button shows better conversion?”
4. Large tactical	"how do we improve the flow?”
3. Small strategic	"who is our audience and how do we tailor the flow to them?”
2. Large strategic	"understand the problem deeply to find opportunities for growth”
1. Visionary	"where will we be in 5 years?”

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User Archetypes for B2B Banking for Backbase

How qualitative user segmentation changed Backbase's product strategy and helped rethink the logic of sales.

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Dynamic customer segmentation model for Osome

How a dynamic customer segmentation model reshaped product, service, and sales.

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Researching the First 90 Days: Osome Onboarding Experience

How to find growth opportunities in a critical period of the customer journey when you only have two weeks.

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Researching the value of chat functionality for Osome

How to find strategic depth in a tactical request.

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Entry-point segmentation: learning to recognize our student

How a simple survey segmented potential students and helped fix the sales process.

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📩

Sounds familiar?

You're sitting on a pile of research and insight, but something isn't clicking.

Your personas get refreshed every year, but they haven't shaped a single actual decision.
The team agrees on the metrics, but not on who the customer really is.
There's a backlog of improvements with no clear way to decide what matters most.
The funnel is leaking and the obvious fixes aren't moving the numbers.

Drop me a message and let’s dig deeper!

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