Albert Gast: "Good design ensures that research has more impact"

What is it like to be a female entrepreneur in Amsterdam-Noord? Commissioned by the Noord district, A Lab member Albert Gast of Think+Do investigated the experiences of female entrepreneurs, the obstacles they face, and the role that networks and the district can play in their development. For the study, he spoke with seventeen entrepreneurs from diverse sectors. Together with fellow A Labbers Wytze Veenstra and Annelies Vlasblom, he translated the results into an accessible and visual report. We spoke with Albert about the research, the encounters that stayed with him, and the power of collaborating within A Lab.

Can you tell us more about the assignment?

‘The project started about a year ago. Through Arpád, the question arose as to who would like to conduct the research. I then began investigating in the Noord district what female entrepreneurs run up against, what networks already exist, and how those networks can be better leveraged to their advantage.

In total, I interviewed seventeen female entrepreneurs. In doing so, I wanted to make different forms of entrepreneurship visible and ensure a broad, multicultural representation. That was quite a challenge at the beginning.

I spoke with women who can serve as role models for vocational students, such as the director of a law firm. Based on the conversations, we developed various entrepreneur profiles. In the report, we also described what female entrepreneurs expect from the Noord district, how the district can help them build a network, and what role the entrepreneurs themselves can play in that.’

What topics emerged during the research?

‘A number of major themes kept recurring. Female entrepreneurs have more difficulty accessing credit or loans and are less likely to be taken seriously. For example, an entrepreneur who wanted to apply for financing for her daycare center was asked by the bank: “Does your husband have a good job?” That shows that there are still assumptions about who is seen as a credible entrepreneur.

Furthermore, some women became entrepreneurs out of necessity. For instance, one of the interviewees did not have the network after her law studies that others could fall back on through their study associations or family. Entrepreneurship became a way for her to create opportunities for herself.

The research shows that there is still much to be gained. Female entrepreneurs are resilient, collaborate frequently, and often make a social contribution with their businesses. At the same time, they face structural opposition. The Noord district can also do more to make networks, knowledge, and support more accessible.’

The results of the research prompted the Noord district to develop a campaign together with Calamity Jane. In it, female entrepreneurs were highlighted as role models, and quotes and experiences from the research were featured.

How did the collaboration with other A Labbers come about?

‘We looked with Arpád at who within A Lab could play a role in the project. I already knew Wytze Veenstra. He visualized the interviews and developed various personas based on the conversations.

The design of the report was done by Annelies Vlasblom of Zeppa. In this way, research, conversation visualization, illustration, and graphic design all came together within the project.’

How did that collaboration strengthen the outcome?

‘The design and visualizations from the other A Labbers really strengthened the research. The visual support ensured a greater impact.

Research results can be quite abstract. By visualizing the interviews and presenting the information clearly, the report became more accessible and the experiences of the entrepreneurs came across better. The high-quality design also helped tremendously with the reception of the data by the district.’

What are you most proud of within this project?

‘I am proud that the research was well-received by the district. The findings confirmed several topics the district was already working on while simultaneously offering new insights.’

I am also proud of the campaign that the Noord district developed in collaboration with Calamity Jane following the research. It brought the stories and experiences from the study to life in a whole new way.

Although there hasn't been a follow-up assignment from the district yet, the project has led to many other collaborations. I have since worked on two more projects with Annelies. Among other things, she has designed identities for brand workshops that I facilitate.

In addition, I have worked on Scolomorialis and the development of communication strategies. I was also involved in Verbeter Buren, a project focused on resolving conflicts between residents. A first collaboration within A Lab can truly form the foundation for new projects.’

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Which encounter from the project will you never forget?

‘A number of respondents have really stayed with me. I spoke to several powerful female entrepreneurs who managed to carve out their place despite significant resistance.

I found it special that some women were willing to share such personal stories with me. Their openness revealed how much perseverance lies behind their entrepreneurship, but also the structural problems they still encounter.’

The research shows that female entrepreneurship in Amsterdam-Noord cannot be viewed in isolation from access to funding, professional networks, and societal perceptions. At the same time, the project demonstrates how collaboration between different disciplines can help make research results more accessible and visible.

Want to know more about the experiences of female entrepreneurs, the key research findings, and the campaign that the Noord district developed with Calamity Jane? Read the full background article on the A Lab website.

Want to know more about the experiences of female entrepreneurs in Amsterdam-Noord, the key research findings, and the campaign?

Read here about the project.

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