Koert Bakker is Head of Insights & Innovation at PwC, based in Amsterdam, working at the intersection of data, human behaviour and experience design. Over the past 20 years, he has led insight and strategy work for global brands including Nike, American Express, Walmart and Onitsuka Tiger, helping organisations translate cultural, consumer and behavioural signals into stronger brand, product and customer experience decisions.

Driven by a deep curiosity about people and culture, his work combines quantitative research, qualitative depth and innovation to uncover and quantify the emotional drivers of behaviour, turning them into scalable solutions with measurable impact.

His work has contributed to Cannes Lions–recognised Onitsuka Tiger work, as well as a Jay Chiat Strategy Award for American Express OPEN Forum. His work on PwC’s Environmental Footprint Insights was recognised at the Dutch Creativity Awards (Creative Data) and received a PwC Global Innovation Award. He previously served on the Eurobest Innovation and Creative Data jury.