Dr Martin de Boer teaches research skills and market research. His specific interest in research is in the field of target group segmentation. His research projects include ‘Fitness in Motion’. This project involved looking at a large group of gym members, and distinguishing customer segments on the basis of their motivation for engaging in sports activities. The profiles of these customer segments formed the basis for the development of innovative concepts for specific segments.
Within the population of first-year students in higher professional education, research is being carried out into indicators for academic success, and into the personal (psychological and social) characteristics of students. The aim is to identify groups of students for whom specific supervision and teaching can be developed and provided in order to improve academic success rates.