Koert Bakker is an internationally respected strategist, researcher and customer experience specialist. He began his career as a pioneer in co-creation and collaboration in Amsterdam and then expanded his skills into digital marketing, data analytics and design thinking with top digital agencies in the US. He returned to The Netherlands in 2019 to head up Strategy & Insight at the PwC Experience Center in Amsterdam. As a champion of human insights, he makes sure we always have the people we design for, front and centre in our work. Embedding user research in agile project teams has been a boon for increased adoption of research. Unfortunately, this has also led to a tendency to focus on solving symptoms rather than their root cause. This is ironic, because research is the lifeblood of agile innovation. Koert is passionate about solving this paradox in order to build better brands and experiences, and he has developed some actionable tools to help you on your way.