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Co-Founder
AGConsult
Where to find me
About me
Els co-founded the Belgium-based web usability agency, AGConsult, in 2001. Els specializes in qualitative user research and has moderated over 3,500 user tests for companies such as AXA, Carglass, and Yoast. Els won the Legend of Experimentation award in 2024 at the Experimentation Elite Awards.
Q&A
What’s changed most about how you approach experimentation in the last year? (Has AI, team structure, or tooling shifted how you test ideas?)
"The increasing value AI brings to the table has made the human side of experimentation more important than ever. Knowing which questions to ask, how to interpret results, and not to blindly trust the data. All of that has become even more valuable. AI helps us do research and experiment faster. But without a deep understanding of users, you risk optimizing for the wrong things. Pairing AI with the fundamental principles of good research and critical thinking is where it's at." Els Aerts
Who I nominated this year
I nominated Joey Kant as a Selectee for the Who’s Who in Experimentation 2025.