Erik Kraak has a degree in business economics from the Erasmus University in Rotterdam. He has over 35 years of experience as a market researcher. Curiosity in what is driving people is what motivates Erik.

At client side he worked for Heineken Netherlands, Heineken International and Philips Lighting. At supplier side Erik worked for PQR Research and now True Research.

Starting as a quantitative researcher he specialised in conducting qualitative research over the last 20 years. However he is keen to find the link between quantitative and qualitative research. Main focus these days is in:

  • supplying all stages of the research process: from definition of marketing information requirements and research design, through to reporting and providing actionable recommendations

  • moderating focus groups/dyads/triads/workshops and conducting individual depth interviews (IDIs/TDIs)

  • moderating online forums and bulletin boards

  • ethnographies

  • international coordination

  • but also support and conducting quantitative research

Erik is a passionate rower and loves oriental art.