Dr Gerrita van der Veen has spent her life working as a social psychologist, having graduated and been awarded a doctorate at VU University Amsterdam. She has over 20 years of experience in (marketing) research and specializes in consumer behaviour in relation to brand strategy, concept development and product innovation.
In addition to her work as a professor in Marketing, Market Research & Innovation, she works as a partner at HIGHValue in Amsterdam. HIGHValue is a consultancy firm that offers its customers high-quality specialist marketing knowledge that puts the brand centre stage. At HIGHvalue, she is responsible for the development and implementation of so-called 'Connectivity' trajectories - research-based programmes that aim to inspire organizations to innovate and create value by harnessing their brand.