His research focusses on direct and long-term change using high involvement persuasion techniques, and how to circumvent behavioural resistance. A second research focus is on exploring the unconscious associations that can predict future behaviour, using a wide array of implicit measurement tools. As a teacher, he lectures and instructs graduates and research masters students in the real-life application of scientifically validated influence techniques. Finally, he is a scientific advisor at db-abs (db-abs.com) and provides lectures for commercial and governmental agencies on behavioural resistance.