Wim Hamaekers is managing partner haystack and country manager The Netherlands. Wim strongly believes the future of research is in finding the right mix of methods. The only way to get under the skin of consumers is by combining traditional research techniques and objective measures. During the past five years, Wim did extensive research on innovations in this respect, among which observation cameras, eye tracking, facial coding, EEG (electroencephalogram), GSR (galvanic skin response) and sensor data