Date: October 9th, 2025
Location: Creative Valley, Utrecht
On October 9th, we’re gathering for the annual SMART Congress. This year dedicated to the theme Insight, Influence & Integrity.
The congress offers a unique opportunity to connect with fellow professionals in sensory and consumer science, share perspectives, and explore how research can drive meaningful impact. We are proud to welcome inspiring speakers from leading organisations including ESSENSOR, Rijksmuseum, FrieslandCampina, SKIM, and the Taskforce Ethiek.
Program
10:00 – 10:30 | Registration
10:30 – 11:00 | Boudien (ESSENSOR)
11:00 – 11:30 | Fleur (Rijksmuseum)
11:30 – 13:00 | Taskforce Ethiek – Interactive session
13:00 – 14:00 | Lunch
14:00 – 14:30 | Fabian (FrieslandCampina)
14:30 – 15:00 | SKIM
15:00 – 15:15 | Coffee break
15:15 – 16:00 | Roundtables
16:00 – 18:00 | Drinks & bites
Speaker Highlights
Boudien (ESSENSOR)
As the market leader in sensory & consumer research, ESSENSOR helps companies across Europe elevate their products. In this talk, Boudien explores how framing and context shape consumer perception — and what this means for researchers who cannot rely blindly on what people see, smell or taste.
Fleur (Rijksmuseum)
How can museums design exhibitions that truly resonate with diverse visitors? Fleur shares the results of a 2024 customer journey study, conducted with Philips designers, and how the Rijksmuseum applies these insights to optimise visitor experiences.
Taskforce Ethiek
With increasing restrictions on marketing for products like tobacco, fossil fuels and fast food, where should researchers draw the line? This interactive session invites participants to explore their values and responsibilities around sustainability and social impact in market research.
Fabian (FrieslandCampina)
“Stop asking, start leading” — how Insights & Analytics claimed its seat at the business table. Fabian explains how FrieslandCampina is transitioning towards a smarter, data-driven and insights-led organisation.
SKIM
SKIM’s contribution to the program will be announced shortly.
Join us for a day of inspiration, exchange, and connection within the sensory and consumer science community.
