At Mercedes-Benz.io / Mercedes-Benz Digital, I lead customer and product research across markets, supporting growth, engagement, feature adoption, and campaign planning.
I run quantitative and qualitative studies—from large-scale surveys and behavioural analysis to AI-led research—and translate complex datasets into actionable recommendations that influence product roadmaps and strategy. I also develop continuous feedback programmes spanning customer sentiment, satisfaction, embedded brand feedback, and abandon-lead behaviour.
Previously, at VU Amsterdam and Amsterdam Rehabilitation Research Centre Reade, I led large-scale mixed-method research programmes with real-world and policy impact. I turned survey data, experiments, and qualitative insights into decision frameworks for international stakeholders.
Across my work, I manage research operations, panels, vendors, ethics and governance processes, budgets, and junior researchers. My PhD in Human Behaviour & Movement Sciences underpins my focus on rigorous evidence, AI-human research, and practical decision-making.
