Anouk's research interest can be defined as trying to narrow the gap and increase the interaction between people and technology. Driven by her multidisciplinary background (marketing/media-technology/psychology) and guided by a mixed methods research approach, Anouk uses consumer-based insights and theories to translate data into actionable insights, facilitate responsible goal-oriented innovation and inform and direct organisational practice.

Her research investigates consumers’ and other stakeholders’ interaction with digital technologies and digital brand touchpoints, focusing on how this interaction shapes value perceptions and behaviours. This includes immersive digital technology and artificial intelligence applications in business practices, voice-activated commerce and the diffusion of fake news on social media. She is also interested in synthetic manipulation in advertising and social media influencers.