Dr. Govers, P.C.M.


Pascalle received her Ph.D. at TU Delft studying Product Personality, indicating that people attribute personality characteristics to products based on their appearance. She showed that consumers show preference for products that are consistent with their self concept. She has a background in economic psychology and has always been intrigued by the irrationalities of human behavior. 

After her Ph.D., Pascalle worked as Assistant Professor at Nyenrode University teaching Research Methodology and Multi Variate Data Analysis. 

In 2005 she made the leap to Industry and Pascalle started as Consumer and Marketing Insight Manager at Heineken. As CMI manager she was responsible for the consumer research in NL for Heineken, Specialty beers and Innovations. Being part of the Marketing Department, she developed an excellent sense of Marketing. 

After that she worked as Account Consultant (equivalent of Account Director) at a large Research Agency, MetrixLab. Setting-up and leading research projects for big clients such as Nestlé, Holland Casino, Rabobank etc. In 2012 she started her own business, working as Independent Consumer Insight Professional. She now works for TU Delft as part-time lecturer & coach and in industry.

Pascalle's expertise is in consumer research. She combines a solid methodological background with a need for practical applicability. She is convinced that good design starts with good research.


  • 1999 – 2004
    PhD Strategic Product Design, TU Delft
  • 1993 – 1998
    Drs (equivalent MSc) Economic Psychology, Tilburg University


  • 2012 – now
    Independent CI Professional working for different companies such as Danone, Philips and Heineken as well as TU Delft
  • 2009 – 2011 
    Account Consultant NPD and Innovation Research, MetrixLab
  • 2005 – 2008 
    CMI Manager, Heineken Nederland
  • 2004 – 2005 
    Assistant Professor, Nyenrode University

Specialisation / field of research

  • Consumer Research for New Product Development

Lectures and/or coaches students on:

  • Research & Design
  • Consumer Research in Practice