This is a major shift from current market research practices that still rely on what consumers hypothetically claim they will buy. Veylinx has its root as an academic project at the University of Amsterdam, where Founder and CEO Anouar El Haji, obtained his PhD in Marketing. Since December 2015 Veylinx has been disrupting the world of market research supporting mostly Fortune 500 companies such as Procter & Gamble and Unilever to guide them on major decisions on product developments and initiatives. Besides the fact that Veylinx continues to be applied by academic researchers, Veylinx won a number of industry awards among which the IIeX Insights Innovation Award for its paradigm-shifting approach.