The team behind KwantumLabs
KwantumLabs was founded by three researchers with a combined publication record of 100+ peer-reviewed papers and over 8,000 research citations. Chief Methodologist Marco Vriens is one of the world's foremost authorities on conjoint analysis, the gold standard for understanding how customers make tradeoffs between product features, pricing, and brand attributes. His 50+ publications include foundational work on metric conjoint segmentation (Journal of Marketing Research), choice modeling (Marketing Science), and brand density measurement. Scientific Advisor Felix Eggers, a Full Professor at Copenhagen Business School, brings additional methodological depth: his research in PNAS, the American Economic Journal, and Marketing Science has advanced how we measure consumer preferences and willingness to pay.
This is not a team that has only worked in theory. CEO Rogier Verhulst spent nearly 17 years at LinkedIn, building the market research organization from the ground up into a 30+ person team that informed product strategy, pricing, and brand health at global scale. Forest Baker spent nearly a decade at LinkedIn, where he designed and launched the platform's ad effectiveness measurement program and led a global insights team. Marco held senior analytics roles at Microsoft, Ipsos, and GE Healthcare. The founders know what it takes to produce research that actually drives decisions inside complex organizations.
The team's analytical frameworks (conjoint-quality preference analysis, Brand Density, Consumer Surplus Value, JTBD opportunity scoring) can be applied to any conversational data, not just data collected through KwantumLabs' own studies. Sales call recordings in Gong, customer support transcripts in Zendesk, podcast interviews, YouTube videos, product reviews. Any conversation where people describe their needs, preferences, and brand perceptions is raw material for these frameworks. This makes KwantumLabs relevant regardless of how a client's data was created.
The founders built a proprietary research platform that blends AI-moderated interviews with structured survey questions in a single participant experience. Felix Eggers independently developed Preference Lab, an AI-powered conjoint analysis platform, through his academic research over more than a decade, and his methodological insights inform the team's approach. The team has published on AI applications including synthetic data generation, LLMs for brand valuation, and generative AI for brand association mapping. This is not AI hype layered on top of generic research. It is AI built by the people who understand the science underneath.
Working with KwantumLabs means getting research designed by scientists who publish in the same journals that set the standards for the field, executed with AI efficiency that compresses timelines and costs, and delivered by founders who have run research programs inside companies like LinkedIn, Microsoft, and Ipsos. Clients get the rigor of an academic research team and the speed and practicality of a technology-enabled consultancy.
