Frits Spangenberg

FRITS SPANGENBERG, born in the Netherlands in 1948, graduated as a Sociologist at the University of Amsterdam. During his studies he earned his living as an interviewer and learned that the motives and drivers of behavior can be of more interest than the actual behavior itself. He worked 7 years half-time as an assistent Professor in the Medical School of the University of Amsterdam and 7 years half-time at a commercial market research company. As the commercial side presented more possibilities he switched completely to the suppliers side and founded his own company in 1984. Motivaction International has grown to a one of the most important Dutch research agencies for market and opinion research. (

As a researcher he is specialised in human values and because of this knowledge he is a regular advisor of the Dutch government, has frequent television appearances and was honored knighthood by Queen Beatrix of the Netherlands.

Frits has been active as a council member and a chairman of the national Dutch trade organization for Market and Opinion Research and during his presidency a merger between three different professional organizations was successfully accomplished into the present V.M.O. He has been in council of WAPOR (World Association for Opinion Research) for many years. He attended most of the annual Conferences and many regional seminars and gave many presentations. He was elected as President of ESOMAR after two years serving as a council member and two years as vice-president (2002-2010).

On the more personal level he plays a very active role in the the Culture and Arts Society of Amsterdam and served as council member or chairman or advisor for theaters, performing arts producing companies, orchestras and museums.

Since he developed a segmentation system based on values, he is often consulted and asked to lecture on for instance issues as ‘How to reach this specific target group’. “National Identity’,  ‘Dutch Design and Architecture from the users perspective’.

In order to get a better understanding for the large group of Moroccan Immigrants in the Netherlands he studied Arabic/Moroccan habits and behavior in Morocco and published a book , articles and interviews on this subject.(

As a social scientist bringing human values together with a lot of experience with actual interviewing of people from all layers of Society he was invited to be a member of the Taskforce Poverty of the City of Eindhoven. The mission here is to develop a more effective way in fighting the strange phenomenon of poverty in an affluent society. (

Amsterdam, November 2016