About MIC
Customer insight as the driving force behind sustainable growthVision
At MIC, we believe the customer must be at the centre of every business decision. Understanding customers isn’t just desirable—it’s essential for long-term organisational growth. Gathering and applying customer insights forms the bedrock of every innovation, NPD, communication, marketing, and sales process. No project begins without knowing what the customer thinks.
My Role as (Interim) Marketing & Insights Manager/Consultant
I specialise in delivering deep insights into markets and customers. My work bridges marketing and market research, helping organisations make customer-driven decisions.
Through my curious and analytical approach, I uncover what drives customers—whether consumers or B2B partners—what they need, and how to act on it. As an interim professional, I temporarily lead projects, fill knowledge gaps in teams, or provide an objective, external perspective on challenges.
Insights and Concepts: How MIC Works
Together with clients, I analyse what’s working and where improvements are needed. I conduct research among (potential) customers and former customers, delivering concrete proposals with step-by-step plans for all departments. Every touchpoint is mapped, and a customer-centric mindset (customer excellence) is introduced. Customers are involved at every stage—from ideation to concept and product development.
Top 3 Pitfalls MIC Observes
1. Inside-Out Thinking: Relying on internal assumptions instead of customer needs.
2. Resistance to Change: Clinging to the status quo and past successes without embracing evolution.
3. Digitalisation for Its Own Sake: Prioritising internal digital transformation over customer desires.
Why Interim?
My flexible approach ensures:
✅ Quick results without lengthy onboarding.
✅ Specialist expertise where it’s missing.
✅ Objectivity and a fresh perspective on challenges. Temporary team reinforcement during peak periods or transitions.
In short: MIC and I help organisations achieve customer-driven growth, with insight as the foundation and action as the result.
Patrick Bruin, born 18 November 1969 in Arnhem (Netherlands), is an (interim) marketing & insights manager/consultant who delivers deep insight into markets and customers. His expertise is where marketing and market research meet, whereby the customer is always at the centre. Thanks to his enormous curiosity he knows to find out what makes customers tick (whether they are consumers or B2B customers), what they need and how to act upon that.