After obtaining a PhD in methods and statistics at Tilburg University on a thesis on survey quality, I became more interested in the application of statistical methods and became an Assistant Professor of Marketing at VU University Amsterdam. In my research, I focus on how people make sustainable choices in everyday purchases. Using my knowledge of methods and statistics, I approach this topic from multiple angles. One of my current projects is to explore whether consumers comment differently on sustainable restaurants. To do so, I analyze restaurant reviews using NLP. I have published in Marketing Letters, Journal of Environmental Psychology, Sociological Methodology, Methodology, Cross Cultural Research and Field Methods.