New Name and Focus for Belgian Firm Haystack

Leuven, Belgium-based multisensory researcher Haystack International is changing its name to Haystack Consulting, stressing its focus on evidence-based consulting, as opposed to 'pure data delivery'. The move follows 'a thorough reflection and transformation process' over the past few months.

Haystack says it now aims 'to create add value in five domains': combining entrepreneurial agility with commercial rigour to 'Explore and innovate'; advising on long-term brand strategy; intuitive insights regarding shopper behaviour and retail strategy; stakeholder activation work; and working with companies to enhance their end-to-end customer experience.

Company founder Ludovic Depoortere (pictured) comments: 'We're very proud to introduce Haystack Consulting - an agency that infuses strategies with insights to accelerate sustainable growth. Our 'whatever it takes' approach, rooted in sensory & consumer understanding will remain. But, an array of scalable, best in class capabilities will help our clients to make better & smarter decisions... Our renewed and enforced capabilities in qualitative, quantitative, hybrid and data science analytics will educate and inspire our clients. Helping them to discover the information they need, determine the best next steps, and successfully achieve their business goals. We want to enable our clients to make impact in their organisation'.

The firm, which bought shopper intelligence specialist Shopting in June, and a year ago hired former GfK Belgium leader Kris Vloeberghs as its new country MD, has a new logo and web site: www.haystack-consulting.com .