March 28, 2023

Norstat Netherlands strengthens the online offering and appoints Kjell Massen as Head of Quantitative and Business Development


Norstat, one of the leading data collectors for market research in Europe, strengthens the quantitative offering in the Netherlands with senior expertise. Norstat entered the Dutch market and created Norstat Netherlands through the acquisitions of and CG Research in 2021. The merger of the two companies established Norstat as the clear market leader for qualitative recruitment, and Norstat Netherlands now builds on Norstat Group’s capabilities and competencies to grow the quantitative business and deliver high-quality data to its customers.

Norstat Netherlands is a one-stop shop for data collection in the Dutch market, fulfilling all data needs, qualitative or quantitative. As of April 1st, Norstat Netherlands will strengthen this position even further by appointing Kjell Massen as Head of Quantitative & Business Development. In this role, Kjell will lead and expand Norstat’s quantitative business unit in the Netherlands and improving Norstat ability to deliver fast, accurate, and reliable high-quality data.

Kjell has almost 20 years of agency experience in quantitative and qualitative research from companies such as Ruigrok Netpanel, Haystack Consulting and InSites Consulting and is the ESOMAR representative for the Netherlands. He has a proven track record of delivering successful projects across a range of sectors, including FMCG, government and technology. Kjell deeply understands the latest research methodologies and tools, and he is passionate about data quality and trends that drive business success.

With this hire, Norstat Netherlands aims to further strengthen its position in the country’s thriving research market, which is currently the sixth largest in Europe. According to the latest ESOMAR report, the Netherlands’ research market had a market size of 401EURm in 2021, making it the third fastest-growing market in Europe. This is a clear indication of the country’s growing importance as a research hub in the region.

Quote from Yvette Huitema, Managing Director of Norstat Netherlands:

“Norstat is committed to investing in top talent to ensure that we become the leading data collection provider both in the Netherlands and in the rest of Europe. This is only possible when we continue to deliver high-quality to our clients. With Kjell on board, we are confident that our clients will benefit from his extensive expertise in quantitative and qualitative research methods and his ability to translate clients’ needs into our local offering. This will ensure our clients will get actionable insights that drive business outcome”.

Quote from Kjell Massen:

“Supporting clients in finding actionable consumer insights by using innovative research methods has always been my passion. And this all starts with reliable data and connecting with consumers in a respectful manner. I’ve been working with Yvette and her team for more than 15 years, and I have always been impressed by their focus on the respondent experience. I’m looking forward to developing the quantitative team and contributing to Norstat’s goal to become the most trusted and innovative data collection provider in The Netherlands”.

For more information, please contact

Yvette Huitema, Managing Director, Norstat Netherlands
+31 20 4897680
[email protected]

Graciella Garmann, Chief Commercial Officer
+47 406 39 944
[email protected]

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