Hello, I’m Karijn
Researcher, author and speaker. Curious about people and what drives them.
For over 25 years, I’ve combined research and practice. I’m fascinated by the choices people make, the ambitions that drive them and the potential we sometimes overlook.
Diversity runs like a thread through both my professional and personal life.
Today, I combine my work as a senior researcher at Artevelde University of Applied Sciences with talks, workshops and research assignments. Always with the same ambition: to bring in new perspectives and translate insights into practice.
My journey
Research as the foundation. Diversity as the common thread. An entrepreneurial mindset in practice.
2000–2009 | HOGENT
My career began at Ghent University of Applied Sciences, where I studied Business Administration and then combined academic research with teaching within the same master's programme. My interest in culture, consumer behaviour and diversity took shape in my thesis on ethnomarketing (2000) and deepened through my doctorate on halal consumption (2008).
2009–2010 | VLAM
As an export advisor in VLAM’s marketing department, I built the new Export Knowledge Centre from the ground up. It was my first experience developing a new initiative within an existing organisation, bringing together my background in marketing and research.
Since 2010 | Artevelde University of Applied Sciences
At the Expertisenetwerk Business & Management, I once again had the opportunity to build something from the ground up: the entire research programme. Among other things, I developed entrepreneurship into a key research area, with a particular focus on youth, women’s and diverse entrepreneurship.
I held various coordinating roles and went on to become head of research, leading a team of more than twenty researchers. I also taught undergraduate students.
In recent years, I deliberately returned to the role of senior researcher, to get closer to the content and practice myself.
Entrepreneurial from within
Looking back, I can see how often entrepreneurship has been part of my own career. Not by starting a business myself, but by developing new initiatives within organisations, recognising opportunities and turning ideas into something concrete.
Today, I bring that intrapreneurial experience to my research, talks and workshops on entrepreneurship and entrepreneurial spirit.
Diversity is the common thread.
For me, diversity is not a separate topic, but a way of seeing the world.
Why do some people, talents or entrepreneurs immediately stand out, while others remain unseen? How do culture, background, age, gender and context influence people's choices and the opportunities they receive? These questions have occupied me throughout my career.
Diversity has always been part of my personal life, too. As the mother of two young adults with Moroccan-Belgian roots, I see how differently people can view the same reality, and how important it is to look beyond assumptions and expectations.
These different perspectives enrich my outlook as a researcher and help shape the work I do today.
What drives me
Talent is everywhere. Opportunity isn't.
I believe too much potential is still going to waste today. Not because people have less talent or ambition, but because we don't always see what they have to offer, and not everyone has the same opportunities.
That’s why I want to bridge the gap between people with talent and ambition and those who help shape their opportunities.
Through research, stories and dialogue, I aim to bring different perspectives closer together and challenge assumptions.
Ultimately, I want people not only to see things differently, but also to make different choices. So less potential goes to waste.
From research to impact
Research only really matters to me when insights reach people and set things in motion.
Throughout my career, I have given numerous talks and presentations, led workshops and moderated discussions for small and large groups, both at home and abroad. In Dutch, French and English.
What matters to me? Thorough preparation, depth of content and, above all, making it relevant to the audience. Making complex insights accessible without losing nuance, with enthusiasm, relatable stories and room for discussion.
I bring that same curiosity and entrepreneurial outlook to my collaborations, including my role as a board member at SheDIDIT, my research work with Tiqah and my role as co-founder of Empower & Connect Women Only.
I am also the author of Young Entrepreneurship: How Young People Are Redefining Work and Entrepreneurship (Pelckmans, 2026).
More about my story
For WOW Stories by Generation WOW, I talked about my journey, what drives me and why I believe so much potential is still being lost today.
About making choices, connecting different worlds and the belief that talent deserves more opportunities.
Read my story on Generation WOW
Let’s work together
Curious about how I can help your organisation?
From talks and interactive workshops to research: I’d be happy to help shape an approach that suits your needs and audience.
