Joey Zeelen

Joey Zeelen

Head of Agency (Amsterdam & Stockholm)

Joey joined our London team from the Netherlands, where he completed a masters in economic consumer psychology at Leiden University. At Crowd DNA, he’s built a wealth of strategy, insights and branding knowledge, directing work across multiple categories and markets, always pointing to fresh opportunities through a deeper understanding of culture. This spans from a Eurasian ethnographic study into urban driving, a client immersion project on teen male attraction across five continents, and a pan-African deep dive into identity and behaviour around news radio. When that’s all done and dusted, you’ll find Joey on Depop, feeding his highly expensive (but fun) addiction to vintage designer fashion, or in records stores, digging through the crates for new wave records and Chicago house rarities.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.