About the Author

Marco Vriens is an assistant professor at the University of Wisconsin-La Crosse and the founder of Kwantum, an analytics firm. He earned a masters in psychology from Leiden University and a Ph.D. in business administration from the University of Groningen. He specializes in marketing analytics, brand research, research methodology, and consumer psychology and decision-making. He is the author of The Insights Advantage (2012), and editor of the Handbook of Marketing Research (2006).

Douwe Rademaker is the global leader of Ipsos' Market Strategy and Understanding Service Line, responsible for foundational market and category research, strategic brand research, retail and shopper strategy, and marketing growth consultancy.

Rogier Verhulst has been a market research practitioner for close to 20 years and currently serves as the head of marketing research at LinkedIn.