Meet Timothy: Bringing fresh perspectives to qualitative research and strategic insights

We're delighted to welcome dr. Timothy Robeers to the boobook team as a Senior Insights & Marcom Consultant, bringing over a decade’s worth of experience in qualitative methodologies, strategic communications and insights development. His academic journey began in Antwerp, Belgium, by studying languages and linguistics (English and German), before pursuing a master and postgraduate degree in visual culture and creative writing at the University of Antwerp and Edinburgh Napier University.

His journey continued with a PhD in Social Sciences that combined communication, sustainability, and sports—with a particular focus on the rise of electric motorsports. During these years, Timothy not only travelled extensively across Europe and the United States but also discovered his enthusiasm for connecting research with real-world impact. His experience gained by teaching at both the University of Antwerp and the University of Edinburgh in Sport Management and International Development further shaped his understanding of how strategic thinking can bridge gaps and add value.

The transition to corporate and adding strategic value

The COVID-19 pandemic became a catalyst for professional reflection and transformation. "I wanted to move more into the corporate playing field whilst also applying my background in qualitative methods, strategic communication and sustainability”, Timothy explains. This decision marked a natural progression from his previous collaborations with businesses and organisations in the world of automotive and motorsport.

"I’ve always been someone with a keen desire to know more about things. When I hear about something, I want to know more, not just take it at face value", Tim shares, describing the investigative mindset that has also driven his career choices. This curiosity led him to his first corporate insights position, where he spent three years honing his industry expertise before joining boobook in February 2025.

What drew Timothy to boobook goes beyond professional opportunities. While the company's expertise in pricing and segmentation initially caught his interest, it was also very much culture that sealed the deal. "Based on what I heard, the working culture and the way boobook chooses to manage its employees really appeals to me. And that will also reflect positively on their clients", says Tim with a smile. "Here at boobook, it immediately feels like you’re a part of a caring group of people working seamlessly together across different methods and areas of expertise". This collaborative environment is an important aspect of boobook culture, as it allows for easy cross-departmental cooperation and mutual support.

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People, first and foremost

In his role at boobook, Timothy wants to bring his experience from diverse sectors, including construction, telecommunications, food, health, and well-being. "To me, the industry we work in is an industry of people first and foremost", he emphasises. "It's about helping other people to come up with solutions that work for them, and not just for the short term but also the longer term. That all starts with listening and understanding people’s needs carefully".

Regarding his vision for developing strategic insights at boobook, he emphasises the power of curiosity and combined methodologies: "In my opinion, combining qualitative and quantitative methods holds great strength and potential in getting the full picture and delivering accurate advice".

When discussing his view on the future of strategic insights and innovation, Timothy takes a measured approach to new technologies, including AI. "Innovation and progress are key and it’s easy to be overly enthusiastic. But in our line of work it's also our responsibility, both for ourselves and our clients, to be able to distinguish between what truly helps facilitate our cause of finding solutions and what are more ‘trendy’ or ‘surface-level’ applications", he explains. “It needs to bring real added value in my opinion.”

Beyond the professional

As with his work, Tim is also curious when it comes to hobbies and interests outside of the professional environment. Besides cinema, he enjoys hiking with his Scottish wife and exploring remote locations, embracing nature, no matter rain or sunshine. On the other hand, the worlds of automotive and motorsport that captivated him during his earlier years of doing his PhD research still remain a favourite pastime in his life. As does working on classic cars from time to time. “I guess, in a way, restoring a car is not unsimilar to doing research. You’re looking for solutions to challenges that allow you to make it run better and drive more smoothly. Only it’s quite a bit more greasy,” laughs Tim.

Timothy’s unique blend of academic depth and hands-on corporate experience, together with an innovative approach to qualitative methodologies, helps to further extend boobook's capabilities to deliver exceptional strategic insights. His commitment to understanding our client's challenges and creating lasting solutions perfectly fits into the boobook mindset.  

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