Focus group moderator Sjoerd Heskes

Sjoerd Heskes

Sjoerd Heskes works as focus group moderator and qualitative researcher. He studied Mass Communications and Politics at the University of Amsterdam: he worked for several large market research agencies and started Heskes & Partners specialized in qualitative research in 1993 and has experience in most branches.

Focus group moderator Sjoerd Heskes about qualitative research:

Qualitative research has been my passion since in high school my neighbor told me about the focus groups he did through the country. During holidays I worked for him and installed equipment and listened to his philosophies about products , whether or not they were appropriate in the Dutch culture. It seemed interesting to me to link everyday observations in live to particular observations in your work. Later, during my studies in political science and mass communication I became interested in people who develop a concept and want to understand how it is experienced in practice . After gaining experience at several large research companies I started Heskes & Partners in 1993. In each study , I am looking for insights that cannot be distilled out of digits. It is important that the respondent feels completely free and is among equals . It helps if the research itself is a bit adventurous. Then respondents are willing to tell what really matters to them“.

Skills Sjoerd Heskes in qualitative research

  • Market Research
  • Consumer Insights
  • Qualitative Market Research
  • Focus Groups
  • Customer Insight
  • Bulletin Boards
  • Co-creation
  • Marketing Research
  • Advertising Research
  • Consumer Behaviour
  • Product Development
  • Ethnography
  • Segmentation
  • Marketing
  • Competitive Intelligence
  • Online Research
  • Questionnaire Design
  • Primary Research
  • Online Moderation
  • Market Intelligence
  • Mystery Shopping
  • Brand Equity

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    AQR - Association for Qualitative Research