One Inch Whale helps businesses develop strategic innovations to remain relevant. Co-founder Wim Hamaekers combines behavioural economics research, scientific analysis and proven methodologies to guide businesses from product development through to market launch. “There is no shortage of data and insights, but what is actually relevant to the consumer?”

One Inch Whale operates along three axes: product and service development, their commercialisation, and seamless customer journeys. “We do not create products, services or campaigns, but provide strategic advice to help businesses remain relevant in the long term,” explains co-founder Wim Hamaekers. The strength lies in the approach and the methodology. “You should always start from the knowledge you already have and identify what is still missing to make the right decision. Behavioural economics principles are central to this. The core of our work is listening to data, insights and consumers to determine what is relevant for a business or brand.”

A major turning point in One Inch Whale’s growth was the acquisition of iVisual Services. This enabled the company to bring specialised consultants on board, as well as a unique predictive engine that forecasts how consumers perceive and evaluate visual elements such as logos, packaging and campaigns. “Suddenly, there was a significant growth spurt: clients saw that we were not only providing advice based on data and insights, but on measurable science. From Danone and Bose to Colruyt and Devos Lemmens, they gained an objective language to support decisions about colour, shape and messaging, with insights that work across markets and cultural contexts.”

Boutique agency

One Inch Whale was founded in January 2020, just before the Covid-19 crisis. “The first six months were extremely challenging,” Wim recalls. “Nevertheless, we remained committed to our deliberately aligned strategy: no large back office, but collaboration with specialist companies and freelancers. As consultants, we can focus on delivering added value while engaging expert partners based on specific needs. This makes you, as a business, less vulnerable to the volatility that exists in every market. Because I started this company together with my business partner, Jasper Scheir, I always had a sounding board close by. That helped us continue to reinvent ourselves and ultimately enabled us to grow.”

In any case, Wim has no ambition to grow too quickly. In a previous role as managing partner of a large agency, he witnessed the risks of rapid growth. “When things go wrong, you have to let people go too quickly. We want to remain a boutique agency. Our goal is to build a team of around fifteen people, complemented by freelancers and strategic partnerships. That way, I can remain actively involved in the business and continue doing what I enjoy, without having to spend all day acting as a manager.”

Expertise at the core

According to Wim, the market research sector is facing a fundamental transformation. “Never before have so many geopolitical and macroeconomic crises coincided with a disruptive technology such as AI,” says Wim. “But for us, technology, and now AI as well, remains a means to an end. We are trained in AI and use it to guide our clients towards relevant growth, but human expertise remains at the core. People who can interpret data and assess its business relevance will make the difference between mediocrity and strategic excellence. There is no shortage of data and insights, but what is relevant? What has meaning for the consumer? That is precisely where human expertise is essential. Everyone is excited about AI, but you need a critical perspective to identify what is truly relevant.”

"For us, technology, and now AI as well, remains a means to an end."

Growing with Voka

To support his growth journey, Wim was able to rely on the support of Voka. He participated in Voka ScaleUp, BryoScaleUp Advanced and Accelero, and for the second consecutive year he has been part of a Plato group. “Voka helps you think things through and teaches you what you need to take into account. You receive a great deal of practical advice and become part of a diverse group of entrepreneurs with whom you can openly discuss your business challenges. You are not sitting around the table with competitors, but with like-minded people who support one another. As an entrepreneur, you are not alone. Through Voka’s programmes, I find inspiration, support and guidance in dealing with the challenges that every business faces today.”