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January 12, 2023

BAM Marketing Congress 2022: Top 5 key learnings 

Under the title “Embrace uncertainty: Finding positives in unsettling times”, the Belgian Association of Marketing (BAM) organized its annual Marketing congress on the 8th and 9th […]
December 8, 2022

Introducing Milena Casey, our new Research Executive 

Did you know that our CEO, Nicole Huyghe, studied to become a horticultural bio-engineer?   Apparently, there is a secret link between plants and nature and applied […]
November 10, 2022

Celebrating 20 years of wisdom: Happy birthday, boobook! 

They say wisdom comes with age, and Nicole Huyghe and her team, are a great example. The company is celebrating a significant milestone this year: its […]
November 3, 2022

Customer segmentation tools and methodologies 

In our previous article, we introduced a 10-step guide on setting up, developing, and finalising a successful customer segmentation. We continue our series with an overview […]
October 27, 2022

Boobook’s guide to customer segmentation: How to define, understand and activate your audience 

In one of our previous articles, we explained customer segmentation and its importance in optimizing your marketing strategy.   As this topic is quite extensive, we […]
September 8, 2022

Generational marketing: How to connect with Gen Z

We’re continuing the series on generational segmentation with Generation Y or Millennials, individuals born between 1977-1995.