Goudappel extends research division with share in experience survey company

17 September 2019

Goudappel has acquired a minority interest (49%) in Meet4Research, a market research company specialising in public transport and public space user experience surveys. Director Wim Korver: “This acquisition is a perfect fit with our portfolio and will strengthen our position as mobility experts.”

Meet4Research tests user experience in public spaces. The research they do provides insights for policy recommendations to improve the environment and quality of life. Wim Korver: “This fits in perfectly with our own approach to using our mobility expertise to improve the world we live in. In doing so we’re contributing to a sustainable, vibrant and attractive society.”

Close cooperation
Meet4Research specialises mainly in face-to-face quantitative surveys, with measurements being taken during the user's travel experience. The company has built its expertise working with Twente University and the Dutch national railway company NS.
Mel Heiligers, Meet4Research's CEO: “While experience and behaviour are often lumped together, they are in fact two distinct sides of the same coin. Human behaviour is influenced by external stimuli, often without our being aware of it. More than 95% of those external stimuli (noises, temperature, colours, odours) are detected unconsciously but they do affect our emotions and behaviour. Experience is a ‘soft’ concept that is quantifiable through ‘hard’ research. Meet4Research carries out user experience surveys for a wide variety of clients: in public transport (journey and station experience), among cyclists (urban and rural) and pedestrians, to gauge nuisance experience (roadworks) and we test user experience in town centres and specific public spaces.” According to Heiligers, teaming up with Goudappel Coffeng can only produce benefits. “We can broaden our knowledge and develop new insights. Goudappel Coffeng's involvement reinforces our expertise.”

Growing need
Martijn Ebben, manager of Goudappel Coffeng's Research & Behaviour team, is also looking forward to the cooperation: “We've noticed that there is a growing need for expertise and insights into user experience. Meet4Research's concept has great growth potential. Their specific expertise fits in perfectly with the work that we at Research & Behaviour are already doing on mobility, infrastructure and public space for various clients. It also ties in very well with the work of our other consulting teams: road safety, spatial economics, public space design, public transport, etc. This way we can offer our clients even greater expertise.”

Wim Korver (left) and Mel Heiligers signing the contract.