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About us

For more than three decades, we’ve evolved with every shift in technology and marketing, staying ahead of the curve to deliver impactful digital solutions. Today, we help international companies achieve real business results by combining creativity, technology, and empathy.

Go to Empathy Lab

The Reference becomes Empathy Lab

Founded in 1993 as Belgium’s first digital agency, Empathy Lab (formerly The Reference) has been a pioneer in redefining digital experiences.

Throughout this constant change, we managed to remain relevant, by merging strategy, creativity, digital marketing and technology in a customer-centric approach to digital user experience. We have always delivered measurable business impact for clients in a no-nonsense pragmatic way, by redefining their digital user experience based on insights and customer intimacy. 

After 32 years as a digital pioneer, The Reference, an EPAM company, is embarking on its next chapter.

Maarten Bosmans

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Why the brand transition to Empathy Lab?

The rise of AI marks a new wave of innovation, offering marketers unprecedented ways to harness data, tackle complexity, and create more personal, customer-centric, and relevant digital experiences.  

Therefore, we are rebranding as Empathy Lab — a name that reflects both our evolving expertise in AI, data and next-gen marketing technology and the human-centered approach that remains our true differentiator. 

Our renewed identity marks a leap toward a future where empathy, AI innovation, and intelligence converge to create richer digital experiences. We see AI as more than automation — it’s a force that amplifies creativity and deepens human connection. By placing people at the center, we help brands build unique, personal relationships that drive engagement and lasting loyalty. 

With an expanded service offering, we can now draw on the full power and expertise of EPAM and Empathy Lab to help marketers solve their most complex digital challenges. 

Now what?

From now on, the teams of The Reference (Ghent) and former Emakina Belgium (Brussels) will join forces to serve the Belgian market under one name: Empathy Lab. 

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What we specialize in

Redefining digital experiences for measurable business impact. That is still what we do.

Our approach pushes at the edges of possibility to create real change with real results. Using data, AI, technology, and creativity to create powerfully empathetic moments across five frontiers. Which together lead to the most profound change for brands. 

  1. Next-Gen Marketing
  2. Omni-modal Experience
  3. Total Commerce
  4. Generative Loyalty
  5. Intelligent Products

Why choose us?

  • 30+ years of expertise in redefining digital experiences.  
  • Customer-first mindset that drives measurable business impact.  
  • Technology-agnostic solutions tailored to your needs and future growth.  
  • Global insights powered by EPAM’s network, paired with local expertise.  
  • Empathy-driven innovation that connects brands with their audiences.  
  • A proud history of growth: Acquired by Emakina in 2007 and EPAM Systems in 2021, enabling us to scale and deliver cutting-edge solutions.  

Let’s uncover digital opportunities together and craft solutions that set you apart.  

Rooted in a customer-first mindset we merge strategy, creativity, and technology to help international companies achieve real business impact. Leveraging data, AI agents, and next-gen marketing, our technology-agnostic, composable approach delivers scalable seamless digital experiences

Multidisciplinary team of professionals

 100+
Customer satisfaction rating 4.2/5

Our talents

  • Business

    Your business is the starting point of everything we do together. Years of working with clients in various markets and verticals provided us with the knowledge that helps us identify relevant opportunities quickly and act upon them fast. We make it our mission to get to know your business context through and through, so that we create added value and make an impact where it counts.

  • Creativity

    Our creativity goes beyond strong creative concepts and appealing designs. Everyone in our team demonstrates a creative mindset, from our developers to our marketers, designers to our analysts. We thrive in a culture of experimentation. This allows us to mix things up and introduce innovative solutions. Solutions that stand out from the crowd and elevate your business in unexpected ways.

  • Technology

    With a strong focus on business value, we use technology as a means to reach your goals. With a passion for digital evolution, we keep a close eye on new technology developments and implement them in our work. Yet, the technology we use is never a goal in itself. We match it with your needs, so that you can reap the benefits of solutions that are tailored to your business.

What defines us

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Creative craftsmanship

In everything we do, we take a creative approach. We are passionate about our craft and use what we know to come up with unexpected solutions to every business challenge. From our convincing designs and surprising digital concepts, to the way we seamlessly match and connect different technologies. Our creative mindset is the differentiator that pushes what we do into results that go above and beyond.

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Collaborative culture

We firmly believe that the best things come from close collaboration. We value a relationship with both clients and colleagues that is based on an open, constructive way of working, driven by respect and honesty. We're always eager to see something from a different point of view and embrace new ideas. This allows us to come up with solutions that are greater than the sum of their parts.

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Driven by knowledge

As passionate professionals, we're proud of our know-how. United by a drive to keep up with the latest in digital, we look for interesting ways to apply these new insights in our work. We don't force innovations into everything we do, just because it's fresh, new, and exciting. We prefer clever over trendy to come to the best results. If you ask us, that's what true expertise is all about.

Discover our services

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Data & Business Intelligence

In an evolving digital landscape, turning complex data into actionable insights is a competitive necessity. Your data & business intelligence empower your decision-making to drive business growth. Unlock the power of data. We build robust infrastructures, empower data literacy, and deliver actionable insights that drive strategic success. 

Data & Business Intelligence

 Marketing data engineering Data analytics dashboarding & reporting Qualitative research Digital strategy and roadmap User testing
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Commerce acceleration

In the rapidly evolving digital commerce space, standing out is more challenging than ever. Our commerce acceleration services are designed to help you capture and retain customer interest effectively. By merging top technology with strategic insights, we craft commerce experiences that drive conversions. Our services cover everything from B2B strategy to hyper-personalization.

Commerce acceleration

 Conversion optimization Commerce re-platforming
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Digital solutions

Staying ahead in the digital realm requires leveraging top-tier technology and strategic insights. Our digital solution services are designed to create digital experiences that resonate with your audience and drive engagement, covering everything from future-proof digital platforms & applications to intuitive digital interfaces. 

Digital solutions

 Digital interfaces Digital platforms & applications UX/UI Replatforming
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Digital architecture

In this volatile digital landscape, having a future-proof and flexible technology structure can be a game-changer. Our digital architecture services are custom-designed to provide you with technological solutions that serve your business needs, rather than dictate them. We engage in a two-way conversation to determine the right solutions for you, helping you not stay ahead of the competition. Discover how we can support your digital transformation.

Digital architecture

 Composable architecture Marketing technology architecture API development & integrations Cloud & managed services
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Data leveraging

In today's data-centric landscape, effectively harnessing data is key for business growth and innovation. We provide robust data infrastructure design, analytics, and reporting services to empower your business with the insights needed for strategic, data-driven decisions, positioning you at your industry forefront.

Data leveraging

 Marketing data engineering Data analytics dashboarding & reporting
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Content & Storytelling

In today's visually driven society, compelling content and engaging storytelling are essential to differentiate your brand. We help you forge deep connections with your audience through a unique mix of strong brand identities, captivating UX/UI, creative concepts, and strategic content management. Join us in mastering digital storytelling to make your brand stand out in a cluttered digital landscape.

Content & Storytelling

 Branding UX/UI Creative concept Content strategy Content migration

Performance & growth

Our performance and growth services boost your brand's visibility and conversion. From SEO and online advertising to tailored marketing strategies and expert training, we cover all aspects to elevate your digital presence. Moreover, our digital expert staffing and hybrid collaborations offering ensures that our specialized know-how directly addresses your unique needs, all aimed at enhancing your marketing operations and team capabilities, ultimately driving your brand's performance and growth.

 

Performance & growth

 Online advertising SEO Marketing automation Conversion optimization Digital expert staffing & hybrid collaborations Digital marketing strategy Marketing technology architecture Marketing training & coaching