Overview
Boobook turns data into decisions by combining human expertise with advanced analytics and AI-powered tools to help businesses make ROI-driven choices. Operating from offices in Belgium and the UK, the company supports global businesses with strategic pricing, portfolio optimization, customer segmentation, and brand equity enhancement.
Key people
In the news
- Thinking of something truly scary? Forget ghosts and monsters. 👻 After a busy week talking customer insights, segmentation and business growth, we know what really gives us nightmares: Segmentation that ends up dead in an office drawer. 🪦 Now that’s scary. Happy Halloween weekend from the boobook team! 🎃 #segmentation #halloween #wisdomthatcounts
- Last call to join our segmentation webinar happening later today! Join Nicole Huyghe and Warren Fox from Brother live at 14:00 CET for a candid discussion about Brother’s segmentation journey. You’ll walk away with practical insights on how to build a segmentation that actually drives results. 👉 Last chance to secure your spot (or receive the recording afterwards): https://lnkd.in/eKsis3QR
- Our colleagues Timothy Robeers and Eva Vandenberge are putting the finishing touches to their presentation for next week's Data & Analytics Congress, hosted by Data & Insights Network in Utrecht! This year's theme? ‘Signal vs Noise: Filter the hype & focus on facts’. A perfect fit for Tim and Eva, who'll be sharing some of the key lessons they've learned from combining AI-powered qualitative research with traditional research approaches. Will you be there on 5 November? Do come and say hello to Tim and Eva!
- A good segmentation does more than describe your customers. It helps you make better business decisions. But how do you build a segmentation that actually delivers on that promise? We believe it starts with asking the right business questions, understanding what drives customer choices and making sure activation is part of the process from day one. 💪 We've just launched 𝐚 𝐝𝐞𝐝𝐢𝐜𝐚𝐭𝐞𝐝 𝐰𝐞𝐛𝐩𝐚𝐠𝐞 𝐰𝐡𝐞𝐫𝐞 𝐰𝐞 𝐭𝐚𝐤𝐞 𝐲𝐨𝐮 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐨𝐮𝐫 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡 𝐭𝐨 𝐯𝐚𝐥𝐮𝐞-𝐝𝐫𝐢𝐯𝐞𝐧 𝐧𝐞𝐞𝐝𝐬
- What makes a brand experience truly meaningful? And what makes it stick? Tomorrow, 22 October, our CEO Nicole Huyghe will be heading to BAM - Belgian Association of Marketing goes West where Plopsaland, Campo Solar and Westtoer will share their take on this fascinating topic. Will you be there too? Do come and say hi to Nicole! 👋
- Just over a week to go until we take you behind the scenes of Brother’s segmentation journey! We’ll share practical lessons to help you get more out of your own segmentation. Join to discover how to: ✔️ build a segmentation around the right business questions ✔️ get stakeholders on board ✔️ make sure your segmentation actually gets used ✔️ treat segmentation as an ongoing journey rather than a one-off project Can’t make it live? Register anyway to receive the recording afterwards: https://lnkd.in/eKsis3QR
- We had a strong presence yesterday at the latest ESOMAR Belgium event with our colleagues Eva Vandenberge Timothy Robeers, PhD (SocScD) and Listia R. all getting inspired by the presentations and catching up with fellow insights professionals. What did we find? The discussions reinforced something we strongly believe at boobook: while AI is creating new possibilities for research, the foundations of great insights remain unchanged. Understanding real people, asking the right questions and translating findings into business impact
- I very much enjoyed catching up with fellow researchers at yesterday’s Esomar Belgium event - and left with fresh perspectives on consumer behaviour and the role of AI in insights. Three takeaways stayed with me: 1) Joeri Van den Bergh showed how six emerging “human codes” can help brands navigate uncertainty—from the search for small, justifiable treats and proactive wellbeing to the growing demand for genuine human connection and visible proof of authenticity. 2) Myriam Snaet and Sanne Van Grootel, PhD demonstrated the value of
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