About us

Numbers without stories are objective but not persuasive. Stories without numbers are persuasive but not objective. SenseGuide combines the best of both worlds

SenseGuide enables NGO’s, public and private organizations to monitor and understand human behavior and dynamics and providing a way to tap into the potential for change that exists in any social system.

We believe that human motivations and attitudes are best revealed through an understanding of the day-to-day narratives of existence.

For this we use an own developed sensemaking process approach, supported with the Sensemaker software of Cognitive Edge for narrative collection,  Tableau software for datavisualisation and R for statistical computing.

Our goal is to utilize the rich context of narrative to inform sensemaking, but also to create objective data in which cognitive bias is minimized and we can place high reliance on the conclusions drawn.

Many organizations recognize that they operate in complex and inherently unpredictable environments. We are advocates of a complex system approach aimed at gaining strategic insights and shifting perspectives, intervention design and monitoring the impact of these interventions thus letting the environment co-evolve and iterate over time.

SenseGuide is founded in 2012 and based in the Netherlands.

Our team

Dave van Mourik SenseGuide


van Mourik

Dave van Mourik (1969) is co-founder en managing partner of SenseGuide. Between 2005 en 2012 Dave was manager innovation for Dutch energy company Alliander where he brought complex systems thinking, narrative and sensemaking into practice. Since 2012 he has been engaged in several social and organizational challenges across different industries and geographies.

Gijswim de Haas SenseGuide


de Haas

Gijswim de Haas (1962) is Associate Partner of SenseGuide. Gijswim holds a master degree in  Business Administration. He has more than 25 years of experience in developing and implementing programmes for behavioral change, performance improvement and organizational development. Gijswim is specialized in social network analysis.

What we do

SenseGuide supports NGO's, public and corporate organizations in impact monitoring, evaluation and horizon scanning. We offer services and expertise in the following fields:

  • SenseMaker® services
    • SenseMaker® is a software application designed for monitoring and understanding human behaviour and dynamics in social complex environments.

      We deliver project based SenseMaker® services for design, configuration, testing, hosting, datamanagement, technical support, progress reporting and project management.

  • Data visualization and analysis
    • We build tailor-made interactive dashboards for visualization and analysis of the SenseMaker data. Dashboards are designed and provided with Tableau® software. We use R for statistical computing.

  • Machine Text Analytics
    • SenseGuide automatically derives context form language using natural language processing algorithms. We create a visual, interactive map to interpret hidden relationships and ideas.

  • Sensemaking concepts
    • We design award winning concepts for monitoring, evaluation and horizon scanning. The core of our approach lies in a solid assessment of the management issue and information need at hand. With the collection of focused data we shape the sensemaking process. As consultants, we never interpret the data ourselves. Instead, we focus on facilitating the emergence of meaning with the project stakeholders.