What if you could ask the entire Netherlands what they really think — before you launch? Jens Hellewaard is making that possible. As founder and CEO of Het Volksportret, Jens built a data-driven model that represents the Dutch population through 100 communities, each accounting for exactly 1% of the country. Based on representative government data, quantitative research, and carefully integrated data sources, Het Volksportret paints a structured, comprehensive picture of all 18 million citizens.

The breakthrough? Generative AI enables direct interaction with each community. Questions typically reserved for traditional qualitative or quantitative research can now be posed to the Netherlands at scale. Validation studies show an overlap of 80% or more with conventional research outcomes. For companies working on plant-based and hybrid propositions, this means clarity before complexity. Het Volksportret regularly assesses market potential and identifies which target audiences are most likely to buy. Because the protein transition isn’t just about better products. It’s about understanding who you’re building them for — and why they’ll say yes.