Consumer insights market research at GfK

Karolien
Smets

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GfK Brand Architect: The art and science of building irresistible brands

About Karolien

GfK
consumer insights market research

Karolien Smets gained a first research experience in academia while finishing her PhD, before focusing fully on consumer insights market research at GfK.

As a consultant, she collaborates with a wide variety of clients, to give clear-cut and meaningful answers to their most prominent business questions, from target group profiling to consumer journeys and brand building across different industries.

Since 2021, she has been strongly preoccupied with how the new era has created the necessity for market research agencies to also change the way they perform brand research and what this new approach should look like.