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LET ME INTRODUCE MYSELF

INNOVATION CONSULTANT – HORTENSE KOSTER

Transform Insights into Action. Innovate with Purpose. Drive Results.

With over 15 years years of experience in innovation and consumer research, I help companies and brands stay ahead of evolving customer needs by providing deep insights into future trends, shifting mindsets, and external forces that shape consumer behavior. Through a global team of experts, I deliver tailored research, workshops, and strategies that drive both innovation and measurable business results

THE WORK

At Trndmarker, we help marketers and researchers understand what drives consumers, alongside the broader forces influencing behavior. Through specialized research, actionable insights, and collaborative solutions, we help you stay competitive, adapt quickly, and achieve measurable growth.

We offer:

• Customer & behavioral Insights: Leverage qualitative and quantitative research to uncover what customers want, considering broader cultural, social, and technological shifts.

• Design Thinking & Co-Creation: Partner with us to design solutions that meet real market needs and adapt to dynamic environments.

• Innovation and Transition Strategy: Develop adaptive strategies for improving user experience, keeping up with external trends, and ensuring long-term success.

• Expert Network: Tap into our network of global trendsetters and thought leaders through immersive workshops and events that provide actionable insights.

Customer & Market Insights

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Innovation Strategy

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Design Thinking & Co-Creation

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Expert Network

FOR WHO

Food, Retail, Media, Mobility, Marketing, consumer lifestyle and creative Brands or departments. Brands I worked for are:

Trnd Book Club

more info soon

@trndmarker
Trndmarker

@trndmarker

Founder/ Hortense Koster/ Living Amsterdam/ working innovation and insights for impact / Equals Momentum link below
  • Last week, @srhhaarlem University students from the elective Impact Drive Strategy & Consulting pitched their concept and “phygital” prototype to @rodekruis. Over the course of ten weeks, we researched how people could connect with loved ones during possible emergency scenarios, that last up to a maximum of 72 hours without Wi-Fi or a telephone connection in Haarlem e.g. Winter fair), Schiphol (Nederlandse Spoorwegen Tunnel), and within the Kennemerland area. 

Users that were researched were elderly, non-native speakers, and tourists. I was most surprised by how much we can use existing infrastructure and attributes, such as Bluetooth and NFC chips in bank cards and check-in poles in public transportation, to send and receive information without WIFI .
Moreover, we already use on/ offline tools for festivals and other crowded events, such as Totem Compass. Demonstrating everyday, familiar and international known tools in emergency scenarios will benefit those in need and first responders. 

Thank you to all the students for their hard work, and to SRH University, the guest lecturers, Lovable and the Red Cross for their support!Moreover, we already use tools for festival and busy events, such as Totem.  By demonstrating every day and familiar tools in emergency scenario’s will benefot those in need and first responders. Thank you to all the students for your hard work and SRH, the guest lecturers and Red Cross for your support!
  • At symposium ‘De Slimme Zaak’ @horecava Hospitality conference , 26 trends were discussed in record time, I managed to capture 10 hospitality and food trends for 2026, see my post link in bio . Happy to see so many connections with the consumer &trend research done for many food brands such as @thuisbezorgd, @heineken and @frogdesign thanks @maartjenelissen and @gijsbregtbrouwer
  • In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
  • We’re living in complex times — and real action is needed to create a better world for everyone. 
But what if… women had at least 50% of the say in shaping our future? 
Questions like this spark imagination — and help us picture what could be possible.
Honestly, I’m not too impressed with how things are going under the current (mostly male) leadership. So… what if we changed that?
What do you think? ✨

#Trends #verkiezingen #Future #Feminism #Equality #Gender #WhatIf
Source:@decodingtomorrow, Art by Yael Bartana 2016
  • What an evening! 
⚡️Last night I was invited to the launch of @imagine5_official yearly magazine, featuring @madamegandhi, musician and activist Kiran Gandhi. 
⚡️Imagine 5 magazine’s goals is to tell the stories of upcomming and inspiring artists that have a strong link to a greener future. 
This is exactly what Gandhi embodies with her music. 
During her interview (see video of @jasmin.vivian) and performance last night, she elaborated on her dreams and called for people to follow core human values, focus on what nourrishes you and irreverant of what the world and life throws at you, collaborate and keep your eyes on that north star.

That message is music to my ears (litterally, listen to her new record ‘Let me be water’) and very much in line with the workshop we and doing this weekend at @campfirestoriesnl 
@madamegandhi you are an inspiration and @imagine5_official keep collaborating and spreading the stories!  thanks @1feestje and @sohohouse amsterdam
  • We’re entering the final four months of the year and kicking off a new academic season — time for a September update!
⚡️ Today at the Amsterdam University of Applied Sciences, @hogeschoolvanamsterdam  I’m joining first-year students of Communication and Multimedia Design as they begin their journey to (re)design the Internet — wisely. I’m excited to spark conversations around ethics and the philosophy of design, alongside my fellow coaches Sonja Rouwhorst and Sarah Ben Messaoud.
⚡️ Next week at @campfirestoriesnl Stories festival of Selfa Verlaat, I’ll co-host a Social Design workshop with the brilliant Plekmakers voor meer Plek and impact strategist @miem82 van Gendt. Check out the full lineup here and last tickets: https://lnkd.in/enpKZB-U 
⚡️ At the end of September, I’ll lead the final Focus session of the Momentum course for female entrepreneurs at @equals.nl . We’ll define business challenges, dive into research, and refine concepts using the Value Proposition Canvas — all to build a strong, investor-ready pitch deck. Huge thanks to @aleksandra.sheshmini for your incredible support and collaboration. More about the course: https://lnkd.in/evF3_WbZ
⚡️And finally — I’m deep in collaboration with my research partners, cooking up new insight-driven projects that bridge discovery and action. More to come!
  • Today is the official start of the first semester of @srhhaarlem business school where, in November, I will start the 10 week elective ‘Stategy & Consulting ‘ with 4th year students.
Some fascinating facts about SRH: ⚡️SRH University is one of the leading universities in Germany, with 19 campusses 
⚡️The Haarlem campus is one of 2 campussen outside of Germany 
⚡️ There are currently more then 70 Nationalities on campus. 
⚡️What attracted me to teach part time is that SRH focusses on teaching young potentials business skills that are fit for future; digital transformation, business psychology and creative thinking. 
⚡️Working on an exiting case for them to work on … more soon🎉. Interesting fact : the campus located in an 18th century jail,@dekoepel_haarlem
  • Some inspiration for future generations. My son (9 years old) is going on a Design Summer camp @gestesummerschool, organised by the University of Amsterdam and TU Delft (for children aged 9-12 years old). In 3 days they will design, create  and present a prototype of a sustainable house of the future.  Consequentially, we bought this childrens book about a sustainable city from @gottmerkinderboeken a while ago at the @stedelijkmuseum , and it has so much inspiration for him. Today they visited the campus at Delft University of Technology. I am looking forward to seeing what prototypes they will present Friday. 🏠🏡⚡️💡♻️#sustainability #city #educate
  • Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased  and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change.  Thanks so  much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
Last week, @srhhaarlem University students from the elective Impact Drive Strategy & Consulting pitched their concept and “phygital” prototype to @rodekruis. Over the course of ten weeks, we researched how people could connect with loved ones during possible emergency scenarios, that last up to a maximum of 72 hours without Wi-Fi or a telephone connection in Haarlem e.g. Winter fair), Schiphol (Nederlandse Spoorwegen Tunnel), and within the Kennemerland area. 

Users that were researched were elderly, non-native speakers, and tourists. I was most surprised by how much we can use existing infrastructure and attributes, such as Bluetooth and NFC chips in bank cards and check-in poles in public transportation, to send and receive information without WIFI .
Moreover, we already use on/ offline tools for festivals and other crowded events, such as Totem Compass. Demonstrating everyday, familiar and international known tools in emergency scenarios will benefit those in need and first responders. 

Thank you to all the students for their hard work, and to SRH University, the guest lecturers, Lovable and the Red Cross for their support!Moreover, we already use tools for festival and busy events, such as Totem.  By demonstrating every day and familiar tools in emergency scenario’s will benefot those in need and first responders. Thank you to all the students for your hard work and SRH, the guest lecturers and Red Cross for your support!
Last week, @srhhaarlem University students from the elective Impact Drive Strategy & Consulting pitched their concept and “phygital” prototype to @rodekruis. Over the course of ten weeks, we researched how people could connect with loved ones during possible emergency scenarios, that last up to a maximum of 72 hours without Wi-Fi or a telephone connection in Haarlem e.g. Winter fair), Schiphol (Nederlandse Spoorwegen Tunnel), and within the Kennemerland area. Users that were researched were elderly, non-native speakers, and tourists. I was most surprised by how much we can use existing infrastructure and attributes, such as Bluetooth and NFC chips in bank cards and check-in poles in public transportation, to send and receive information without WIFI . Moreover, we already use on/ offline tools for festivals and other crowded events, such as Totem Compass. Demonstrating everyday, familiar and international known tools in emergency scenarios will benefit those in need and first responders. Thank you to all the students for their hard work, and to SRH University, the guest lecturers, Lovable and the Red Cross for their support!Moreover, we already use tools for festival and busy events, such as Totem. By demonstrating every day and familiar tools in emergency scenario’s will benefot those in need and first responders. Thank you to all the students for your hard work and SRH, the guest lecturers and Red Cross for your support!
1 month ago
View on Instagram |
1/9
At symposium ‘De Slimme Zaak’ @horecava Hospitality conference , 26 trends were discussed in record time, I managed to capture 10 hospitality and food trends for 2026, see my post link in bio . Happy to see so many connections with the consumer &trend research done for many food brands such as @thuisbezorgd, @heineken and @frogdesign thanks @maartjenelissen and @gijsbregtbrouwer
At symposium ‘De Slimme Zaak’ @horecava Hospitality conference , 26 trends were discussed in record time, I managed to capture 10 hospitality and food trends for 2026, see my post link in bio . Happy to see so many connections with the consumer &trend research done for many food brands such as @thuisbezorgd, @heineken and @frogdesign thanks @maartjenelissen and @gijsbregtbrouwer
2 months ago
View on Instagram |
2/9
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
In 010 again for the second time @irisvanherpen @kunsthal , this time with @jurrien_brouwer and co. Love the details of the samples, combining natural and artificial fibers, the extensive research that was done and seeing how it all combines in the final piece: a wearable dream…
3 months ago
View on Instagram |
3/9
We’re living in complex times — and real action is needed to create a better world for everyone. 
But what if… women had at least 50% of the say in shaping our future? 
Questions like this spark imagination — and help us picture what could be possible.
Honestly, I’m not too impressed with how things are going under the current (mostly male) leadership. So… what if we changed that?
What do you think? ✨

#Trends #verkiezingen #Future #Feminism #Equality #Gender #WhatIf
Source:@decodingtomorrow, Art by Yael Bartana 2016
We’re living in complex times — and real action is needed to create a better world for everyone. 
But what if… women had at least 50% of the say in shaping our future? Questions like this spark imagination — and help us picture what could be possible.
Honestly, I’m not too impressed with how things are going under the current (mostly male) leadership. So… what if we changed that? What do you think? ✨ 
#Trends #verkiezingen #Future #Feminism #Equality #Gender #WhatIf Source:@decodingtomorrow, Art by Yael Bartana 2016
5 months ago
View on Instagram |
4/9
What an evening! 
⚡️Last night I was invited to the launch of @imagine5_official yearly magazine, featuring @madamegandhi, musician and activist Kiran Gandhi. 
⚡️Imagine 5 magazine’s goals is to tell the stories of upcomming and inspiring artists that have a strong link to a greener future. 
This is exactly what Gandhi embodies with her music. 
During her interview (see video of @jasmin.vivian) and performance last night, she elaborated on her dreams and called for people to follow core human values, focus on what nourrishes you and irreverant of what the world and life throws at you, collaborate and keep your eyes on that north star.

That message is music to my ears (litterally, listen to her new record ‘Let me be water’) and very much in line with the workshop we and doing this weekend at @campfirestoriesnl 
@madamegandhi you are an inspiration and @imagine5_official keep collaborating and spreading the stories!  thanks @1feestje and @sohohouse amsterdam
What an evening! ⚡️Last night I was invited to the launch of @imagine5_official yearly magazine, featuring @madamegandhi, musician and activist Kiran Gandhi. ⚡️Imagine 5 magazine’s goals is to tell the stories of upcomming and inspiring artists that have a strong link to a greener future. This is exactly what Gandhi embodies with her music. During her interview (see video of @jasmin.vivian) and performance last night, she elaborated on her dreams and called for people to follow core human values, focus on what nourrishes you and irreverant of what the world and life throws at you, collaborate and keep your eyes on that north star. That message is music to my ears (litterally, listen to her new record ‘Let me be water’) and very much in line with the workshop we and doing this weekend at @campfirestoriesnl 
@madamegandhi you are an inspiration and @imagine5_official keep collaborating and spreading the stories! thanks @1feestje and @sohohouse amsterdam
6 months ago
View on Instagram |
5/9
We’re entering the final four months of the year and kicking off a new academic season — time for a September update! ⚡️ Today at the Amsterdam University of Applied Sciences, @hogeschoolvanamsterdam I’m joining first-year students of Communication and Multimedia Design as they begin their journey to (re)design the Internet — wisely. I’m excited to spark conversations around ethics and the philosophy of design, alongside my fellow coaches Sonja Rouwhorst and Sarah Ben Messaoud. ⚡️ Next week at @campfirestoriesnl Stories festival of Selfa Verlaat, I’ll co-host a Social Design workshop with the brilliant Plekmakers voor meer Plek and impact strategist @miem82 van Gendt. Check out the full lineup here and last tickets: https://lnkd.in/enpKZB-U ⚡️ At the end of September, I’ll lead the final Focus session of the Momentum course for female entrepreneurs at @equals.nl . We’ll define business challenges, dive into research, and refine concepts using the Value Proposition Canvas — all to build a strong, investor-ready pitch deck. Huge thanks to @aleksandra.sheshmini for your incredible support and collaboration. More about the course: https://lnkd.in/evF3_WbZ ⚡️And finally — I’m deep in collaboration with my research partners, cooking up new insight-driven projects that bridge discovery and action. More to come!
7 months ago
View on Instagram |
6/9
Today is the official start of the first semester of @srhhaarlem business school where, in November, I will start the 10 week elective ‘Stategy & Consulting ‘ with 4th year students.
Some fascinating facts about SRH: ⚡️SRH University is one of the leading universities in Germany, with 19 campusses 
⚡️The Haarlem campus is one of 2 campussen outside of Germany 
⚡️ There are currently more then 70 Nationalities on campus. 
⚡️What attracted me to teach part time is that SRH focusses on teaching young potentials business skills that are fit for future; digital transformation, business psychology and creative thinking. 
⚡️Working on an exiting case for them to work on … more soon🎉. Interesting fact : the campus located in an 18th century jail,@dekoepel_haarlem
Today is the official start of the first semester of @srhhaarlem business school where, in November, I will start the 10 week elective ‘Stategy & Consulting ‘ with 4th year students.
Some fascinating facts about SRH: ⚡️SRH University is one of the leading universities in Germany, with 19 campusses 
⚡️The Haarlem campus is one of 2 campussen outside of Germany 
⚡️ There are currently more then 70 Nationalities on campus. 
⚡️What attracted me to teach part time is that SRH focusses on teaching young potentials business skills that are fit for future; digital transformation, business psychology and creative thinking. 
⚡️Working on an exiting case for them to work on … more soon🎉. Interesting fact : the campus located in an 18th century jail,@dekoepel_haarlem
Today is the official start of the first semester of @srhhaarlem business school where, in November, I will start the 10 week elective ‘Stategy & Consulting ‘ with 4th year students.
Some fascinating facts about SRH: ⚡️SRH University is one of the leading universities in Germany, with 19 campusses 
⚡️The Haarlem campus is one of 2 campussen outside of Germany 
⚡️ There are currently more then 70 Nationalities on campus. 
⚡️What attracted me to teach part time is that SRH focusses on teaching young potentials business skills that are fit for future; digital transformation, business psychology and creative thinking. 
⚡️Working on an exiting case for them to work on … more soon🎉. Interesting fact : the campus located in an 18th century jail,@dekoepel_haarlem
Today is the official start of the first semester of @srhhaarlem business school where, in November, I will start the 10 week elective ‘Stategy & Consulting ‘ with 4th year students. Some fascinating facts about SRH: ⚡️SRH University is one of the leading universities in Germany, with 19 campusses ⚡️The Haarlem campus is one of 2 campussen outside of Germany ⚡️ There are currently more then 70 Nationalities on campus. ⚡️What attracted me to teach part time is that SRH focusses on teaching young potentials business skills that are fit for future; digital transformation, business psychology and creative thinking. ⚡️Working on an exiting case for them to work on … more soon🎉. Interesting fact : the campus located in an 18th century jail,@dekoepel_haarlem
7 months ago
View on Instagram |
7/9
Some inspiration for future generations. My son (9 years old) is going on a Design Summer camp @gestesummerschool, organised by the University of Amsterdam and TU Delft (for children aged 9-12 years old). In 3 days they will design, create  and present a prototype of a sustainable house of the future.  Consequentially, we bought this childrens book about a sustainable city from @gottmerkinderboeken a while ago at the @stedelijkmuseum , and it has so much inspiration for him. Today they visited the campus at Delft University of Technology. I am looking forward to seeing what prototypes they will present Friday. 🏠🏡⚡️💡♻️#sustainability #city #educate
Some inspiration for future generations. My son (9 years old) is going on a Design Summer camp @gestesummerschool, organised by the University of Amsterdam and TU Delft (for children aged 9-12 years old). In 3 days they will design, create and present a prototype of a sustainable house of the future. Consequentially, we bought this childrens book about a sustainable city from @gottmerkinderboeken a while ago at the @stedelijkmuseum , and it has so much inspiration for him. Today they visited the campus at Delft University of Technology. I am looking forward to seeing what prototypes they will present Friday. 🏠🏡⚡️💡♻️#sustainability #city #educate
8 months ago
View on Instagram |
8/9
Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased  and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change.  Thanks so  much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased  and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change.  Thanks so  much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased  and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change.  Thanks so  much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased  and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change.  Thanks so  much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
Last nights Women in Design dinner was hot🔥 , with delicious Brazillian food @elo_foodbased and fun and creative, co-creation facilitated by @celianecborges and @JudithvandeBerg. Through the lens of the Constructionist Design Framework, in the book ,we explored the power of difference, dialogue, and not-knowing as creative forces in design. Together, we discovered how curious questions can open up new spaces for connection, creativity, and change. Thanks so much @accenturenl @sterre_innovates , Cecilia and Judith and the wonderful women in design and people @elo_foodbased
9 months ago
View on Instagram |
9/9

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Contact info

Trndmarker
Raamgracht 6, 1011 JZ Amsterdam
The Netherlands