Marjolein van Ballegooij

CEO

Conversation Studio

Insights Professional Marjolein van Ballegooij is co-founder of Conversation Studio, an Amsterdam-based insights consultancy on a mission to end crappy products. With over 23 years of experience spanning international agencies like Kantar Millward Brown and innovation consultancy Clear, she helps A-brands like Heineken, Porsche, Philips and Hunkemöller turn consumer insights into winning strategies, products and communication. Since founding the agency in 2018, Marjolein has built a team of nine specialists who guide brands from early ideation through validation, combining strategic consumer understanding with hands-on proposition design. In 2025, she was nominated as Insights Professional of the Year and Conversation Studio earned recognition as one of the Top 3 Data & Insights Agencies of the Year. Beyond client work, Marjolein is a regular columnist for Marketing Tribune and speaker, known for her energetic, no-nonsense approach to making research actionable.

Sessions

Jun 23

11:00 AM - 11:25 AM GMT+2

Blue Stage

Brand Strategy

Customer Journey

Insight Activation

Stakeholder Alignment

From Fitting Room Friction to North Star Vision

Brands often get stuck in day-to-day sales mode and risk harming their full commercial potential. As part of their business transformation, Hunkemöller escaped this trap by leveraging consumer insights to co-create a shared digital vision that got everyone moving in the same direction. This session demonstrates how to use consumer insights in strategic business challenges.
Key Takeaways:
1. Identifying Sales Mode: why daily sales mode can harm your digital vision and how to recognize it.
2. Building a North Star Vision: how to turn consumer insights into a shared truth across departments.
3. From Strategy to Action: how to move from digital strategy to actual change.

Also speaking

Saskia van Spierenburg

Digital & E-commerce Strategist, Hunkemöller

Speaker