Digital Insights Consultancy in Amsterdam

I founded Needle to help brands uncover authentic consumer intent beyond the limits of search, social, and surveys.

It analyses how people use generative AI platforms like ChatGPT to reveal unfiltered needs, desires, and doubts.

It provides brands and businesses with a “next-gen radar” for anticipating demand and sharpening positioning.

Needle enables companies to stay ahead while enhancing their existing marketing and insights tools.

I bring 20+ years of experience in insights, strategy, consumer behaviour, and team leadership.

I led global initiatives at Google, Calvin Klein, Tommy Hilfiger, IBM, HP and Ernst & Young.

Advised major consumer brands across digital, retail, and lifestyle sectors.

An international career with a broad perspective on global business and consumer diversity and behaviour.