Heleen de Groot

Online communication specialist at INTK

Heleen is specialized in steering people into behavior change, which was the main focus during her masters. She prefers to dive into the data to find interesting insights that she can share with others. For her master thesis she studied the influence of social norms on people’s behavior. Over 300 participants joined her experiment, which also shows that she is an expert in persuading others.

Heleen has a bachelor’s degree in Business Administration from the University of Groningen, and a master’s degree in communication science for the study program Persuasive Communication from the University of Amsterdam. During her master she worked in the research lab of the university, assisting a study about buying behavior in a Virtual Reality Supermarket. In between her studies, she gained work experience at a large (online) retailer.

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