Matthijs Rotte

Junior Researcher

Bachelor of applied sciences, graduated at the University applied sciences Utrecht in 2008 on a study about mentality. Starting as a student Digital communication, I was inspired by marketing studies, but found that in modern day digital media, the traditional ways of marketing weren't entirely applicable any longer. Together with Niniane Veldhoen I started to research mentality as a way of segmenting target groups. At the same time we researched Social media and brands within Social media. We did our thesis on these topics. It is called 'een kwestie van mentaliteit'.

Nowadays I still work on segmentation based on mentality together with Niniane Veldhoen and Kees Winkel. Our view is that the traditional ways of segmentation aren't the way to go, at least not when speaking of internet marketing, or, to use a popular word marketing 2.0.

In short, we're trying to make sense of the new way that people interact on Social Media and the 'web 2.0' and challenges marketeers and media companies face.

Furthermore I make small contributions to other project within the lab, but that's just how we work.