My vision

How do loyal fans live, and why are they so invested in stories, celebrities and brands? In my studies, I look for the answers to these questions. Fandom, engagement, and play make me tick. Today’s creative businesses thrive on their audiences, fans and influencers. We live in a participatory culture, where brands connect with their followers and communities are the norm. I love sharing my insights and expertise on this. My  research area is digital culture, and I always consider consumers and audiences first.

Need advice on your fan base? Want to get qualitative, data-driven insights on your audiences or users? I can help as an experienced ethnographer and media scholar. As senior lecturer in Creative Business at HU University of Applied, I teach courses in creative AI, new technologies, future thinking and more. Responsible innovation is my credo in the classroom.

As a consultant, I provide insights for different companies and cultural institutions on fans and audiences. For example, I worked as a qualitative researcher for The LEGO Group (2020-2021) to study their adult fans (AFOL), and co-wrote a white paper and commutation strategy for the brand. I also consulted for Tropenmuseum and De Efteling among others.

Are you interested in connecting with your consumers and fans more? Don’t hesitate to contact me. You can read my publications on this site for more information and contact me through e-mail.

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