Anne Bergman

Senior Consultant

As a senior consultant at Foolproof, it is my job to help our clients improve and develop their customers’ experiences. I do this by understanding the objectives and needs of our clients and their customers, to be able to provide strategic and practical insights and recommendations.

My day-to-day activities can vary greatly depending on the project I am involved in. This can be anywhere from getting a client brief and creating and scoping our approach, to conducting research and delivering the insights and design recommendations.

I have experience with both formative and evaluative research methods, some of which include diary studies, persona creation, ethnography, observational studies, (remote) user testing and focus groups. I enjoy being able to apply both strands of research in order to gain an in-depth understanding of the end-to-end customer experience.

Before my time at Foolproof, I worked at a global marketing and technology agency in Shoreditch, where I mainly focused on conducting and managing international research projects as well as delivering nuanced cultural insights, due to my extensive language and cultural background. I was born in the Netherlands but grew up in Luxembourg, which meant that I was exposed to quite a few languages at a young age (Dutch, English, German and French).

I am curious and inquisitive by nature and really enjoy learning new things. I have therefore appreciated being able to work across a broad spectrum of sectors and have experience in the following areas, including: healthcare, financial services, leisure, white goods, automotive and builders merchants.

I have a Master’s degree in strategic marketing and a Bachelor’s degree in psychology. I am genuinely fascinated by what makes people tick, whether that is through observing people’s behaviour or listening to what people have to say. This interest has not only influenced my career choices but also influences the way in which I like to work with others - I prefer to work collaboratively, whether that is with the immediate project team, other colleagues or clients.

When I am not at work I enjoy travelling and visiting my family and friends around the world. On a day-to-day basis you can find me in the park just before and after work with my German shepherd dog. I have a big love for animals and have spent many hours volunteering at animal shelters.

Anne Bergman, Consultant
"I am curious and inquisitive by nature and really enjoy learning new things."

UX Strat Europe: Transformation inwards and outwards

By Anne Bergman


Based in the UK