Ever wonder who keeps Dimensional Insight’s European —and now Middle-Eastern—partner network humming? Meet Shaun Foaden, our globetrotting Managing Director, emulsion-scientist-turned-data-whisperer (with a soft spot for rugby and Rhodesian Ridgebacks). From Rotterdam food labs to PowerPoint-laden consulting gigs, Shaun’s path has been anything but ordinary—yet every twist has shaped the way he helps manufacturers cut through tech noise and turn raw data into real decisions. Get to know the man who loves connecting cultures almost as much as he loves a perfectly efficient Dutch sandwich lunch.
Q: Can you tell me a bit about what you do here?
I support our Distributors and Partners in Europe and recently also in the Middle East. That means helping them with sales and marketing activities as well as making sure they get all the technical support they need. I’m also trying to generate new business through finding new partners but also in developing and marketing new data products via existing partners.
Q: How did your career path lead you to Dimensional Insight?
That could be a long story – my first job was back in 1988 with Unilever in Rotterdam in food processing R&D, actually emulsion science! I ended up in management consulting cranking out PowerPoint slides and crunching numbers in Excel. That came in handy when I met Thomas van Praag, who founded and ran DI Netherlands, in 2006 and started doing freelance consulting on some of his DI implementations. Visual Integrator, even back then, was an eye-opener! I’ve stuck around ever since.
Q: Was there a moment in your career when it just clicked — that working with partners was the direction you wanted to go in?
I can’t think of a specific moment, but as a South African, who has studied in the U.K. and then emigrated to The Netherlands, I have always felt comfortable in international environments. So relationships is something I enjoy. It’s always fun to see if I can establish a bond, either via language, or a shared experience or sport – as an ex-South African, rugby is always something I like to mention.
Q: From your experience, what’s a common data-related hurdle manufacturers face that Dimensional Insight can help solve?
I think that too many companies chase the illusion of building the perfect technology stack and never actually use their data. I truly believe that we help cut through that noise because we have really powerful software that is easy to use and just gets it done. We need to convince companies that we are a solid, safe option that will let them focus on the really crucial stuff which is getting their culture and people aligned.
Q: With your background in engineering and academia, do you find that shapes the way you think through business or partner conversations?
It certainly helps with looking at a problem from both sides, and trying to come up with a solution that meets all parties’ needs. Also, I think it helps in translating customer needs into a technical solution, as well doing the reverse – communicating technical concepts back to a non-technical audience.
Q: Working across so many regions must bring some interesting moments — has there been a cultural insight or lesson that really stuck with you?
I don’t have any cultural blooper anecdotes, I’m afraid. I’ve worked in most European countries and experienced all the cultural clichés. They do exist and some are enduring – Latin neighbours are still disappointed by the extremely efficient Dutch sandwich lunch. But, we are all basically the same and fairness, honesty and a bit of humour works everywhere.
Q: If you could go back to the start of your journey in the data and analytics space, what’s one piece of advice you’d give your younger self?
Don’t get dazzled by technology. The real challenge, and reward, is in understanding people, culture, and how decisions get made.
Q: What’s one thing people might be surprised to learn about you?
Well my wife and I have five children, all adults now. And we’ve replaced 4 of them with Rhodesian Ridgebacks, and thrown in 3 cats as well. I still don’t know how all of that happened!
Shaun’s story is proof that great analytics isn’t just about sleek software stacks—it’s about people, partnerships, and a dash of humor. Whether he’s translating tech talk for non-geeks or showing companies how to stop chasing “perfect” and start using their data, Shaun reminds us that fairness, honesty, and curiosity win everywhere. Ready to see how his team can help your organization focus on what really matters? Reach out—he might even throw in a rugby analogy (and, if you’re lucky, a photo of one of those four Ridgebacks).
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