Research & Consultancy that reveals & inspires!


The main drive of De Kleine Super is to genuinely understand why people behave the way they do,
and to develop with these insights new concepts and effective activities
that contribute in a meaningful way to a better future for all stakeholders involved.

In the areas of Consumer & Market Intelligence De Kleine Super provides the following services.


Where to play?

What are the market dynamics? Where can I play a significant role with my offer? Develop the right strategy for succesful marketing.

Innovation & Concept Development

How to win?

What are the needs in the market? In what way can I answer these needs in a meaningful way? Analyse and create market opportunities.

Marketing Communication

How to win?

In what way will I position myself and communicate? Develop impactfull marketing communication based on art & science.


De Kleine Super is a constructive partner for many organizations and also initiates her own projects.

Heineken - logo


Hedwig Boerboom supports the CMI team of Heineken International on a regular basis. As Consumer Intelligence Expert she worked with the core team of an innovative front end project and as researcher she was responsible for an International strategic portfolio study. Besides that she has been involved with and responsible for many projects regarding Innovation and International Brands.

De Kleine Super - project logo

Innovation & Concept Development

De Kleine Super is an innovation concept that Hedwig Boerboom is currently developing. It concerns an interactive supermarket where grocery shopping is an experience. You put together your own meal, gather the ingredients in an exciting way and learn something about what you eat and where it comes from.

Philips - logo

Marketing Communication

On an interim basis Hedwig Boerboom takes part of the Marketing Intelligence team in Amsterdam. She advises and supports the campaign managers of various business groups in the marketing communication process. She coordinates research projects during the campaign development, from creative development to copy pretesting.



Independent professional specialized in freelance market research, consumer insights & strategy.
Owner De Kleine Super

Owner De Kleine Super

"I have a fascination for how brands influence consumer behavior"

My name is Hedwig Boerboom. After earning my master ‘s degree in Communication & Media studies at the Radboud University Nijmegen I started my career as Project Manager Consumer Research at Motivaction International where I later held the position of Senior research Manager for 9 years. In my role as Consumer Intelligence Manager at Heineken Nederland I was responsible for all market research supporting the commercial and operational strategy for the Heineken brand.

In 2014 I started my own company, De Kleine Super. I have a predilection for consumer products and retail. Within this segment I am eager to perform optimally in order to achieve the best results relating to innovation, concept development and communication.

Website Hedwig


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