Baz van Cranenburgh

Baz was born and raised in Haarlem, The Netherlands. He has a colourful CV and made several career U-turns throughout his professional history.

After obtaining a teacher’s degree in Maths and Physics in Amsterdam, and teaching at secondary schools and adult colleges for 7 years, he moved to London in 1989. There he embarked on a career in Market Research – first in employment of several renowned consultancies (Harris, Total Research), after which he joined eye health giant Bausch & Lomb, where he became Director of Global Strategy, based in their world HQ in Rochester, NY.

After leaving the US in 2004, Baz and his wife Ruth established So What…?, a Market Research consultancy with focus group studios, based in London. At the same time Baz founded Eye Wear Africa, a small innovative company, which sells handmade bamboo eyewear as a means of fund-raising in support of a community in Africa ( He is also a Board Member of the School and Family Works, for whom he provides strategic guidance ( ).

More recently Baz and Ruth have passed over the management of So What…?, and Baz is involved in the start up of a new venture, a charitable company called Stigma, which through music and entertainment seeks to raise awareness and understanding of mental illness, in an effort to reduce the stigma and social isolation those with mental illness face. Throughout his varied career Baz has been translating from and to English and Dutch, on a wide spectrum of subjects, but with the focus on Healthcare.