Matthijs Rotte

Junior Researcher

I was born in 1982 in Den Bosch. In 2008, I graduated as a Bachelor of applied sciences, at the University applied sciences Utrecht in the field of Digital communication. Currently, I work at the University of Applied Sciences, where I am connected to the research group Crossmedia Content as a project manager and a researcher.

My graduation thesis, 'een kwestie van mentaliteit' (joint work with Niniane Veldhoen), developed the notion of “mentality”. We felt that for internet or mobile marketing, traditional target group segmentation based on age or address, does not sufficiently take into account the way people use media and their take on life. Inspired by marketing studies, we started to develop the heuristic notion of “mentality” as the way people value various aspects of life. At the same time we researched Social media, brand sentiment within Social media and the way it spoke of the mentality of users in relation to the brand. The latter work we pursued with Kees Winkel in developing ways to measure mentality through questionnaires and brand associations. Currently I have been working on mobile business design and I have organized the minor mobile business.

In my spare time, I like to go out with friends and make preparations for carnival.