Dirk Huisman is the founder and chairman of SKIM. Dirk is a thought leader in advanced market research methodologies, a specialist in conjoint analysis and related methods, and a recognized advocate of these methods in the market research world. Next to developing SKIM into today's international market research agency, over the years he presented at many industry conferences, was involved in development of market research organizations MOA and ESOMAR, won an ESOMAR award twice and published over 30 papers on various themes (pricing, choice and decision behavior, means end, product development, future of market research, and conjoint analysis). He is known for his critical viewpoint on the role of market research in business over time.