I find out why people do what they do, then help teams act on it.
Six years of mixed-methods research across enterprise software, retail and civic tech, grounded in cognitive science. I put what people say next to what they actually do, then turn it into decisions teams ship.
Research that changed a decision
Staff and customers were both avoiding the kiosk
Reframed a usability brief as a trust problem. −50% peak queue wait
Partners weren't resisting change
Found four structural barriers behind stalled adoption. +22% adoption
68% left the product page
Traced the exit rate to trust and clarity, then proved the fix. Conversion 3% → 6%
Companies
Three beliefs
Start with the question worth answering
A brief often arrives as a solution in disguise. I rewrite it first, because a badly framed question gives confidently wrong answers.
Quant says what. Qual says why.
I choose methods by the kind of uncertainty I need to reduce, and mix them when the problem has both a scale question and a meaning question.
A finding that changes nothing didn't do its job
I stay in the room after the readout, because that's when research either lands or gets quietly set aside.
Let's talk about your research problem.
Based in Amsterdam, NL · open to opportunities in the Netherlands