When the Most Promising Waters Turn Red You may be familiar with the “football theory of inflation,” an analogy introduced by economist William Nordhaus. It describes how spectators stand up to gain a better view, prompting others to follow suit, until eventually everyone is standing. No one’s view has improved, yet everyone is less comfortable. A similar effect can be seen in traffic jams: when navigation systems recommend the same detour, too many drivers take it, creating

It’s one of the least inspiring but most important truths in marketing: big brands have an unfair advantage. Not because they shout louder or spend recklessly, but because they’ve already built something smaller brands are still chasing: existing ad stock to fall back on . The pivotal work from Paul Dyson, amplified by Mark Ritson, already a similar case: brand size is the most important factor for campaign impact. In his meta-analyses across thousands of campaigns, he found

We are proud to share that DVJ Insights received an ESOMAR Award for Best Use of Data. The project integrated AI-generated cognitive...

How Strategic CDT Thinking Is Used To Guide Shoppers and Leverage Brand Strength... In today’s competitive retail landscape, visibility...

Blog post by Lisette Kruizinga – de Vries, based on the master thesis of Ny Thi Ha Dao (University of Groningen) Introduction: Why...

Taylors of Harrogate, the family-owned company behind the UK’s number one tea brand, Yorkshire Tea, sells tea and coffee in 50 countries worldwide. Over the last 15 years, Yorkshire Tea has risen from fourth to first place in the UK black tea market in both value and volume market share. This achievement reflects not only the consistent quality of the product but also the brand’s bold and memorable marketing, most notably the award-winning “Where Everything’s Done Proper” ca

For over a year, AI development seemed to revolve around refinement rather than reinvention. Each new release promised improvements: lower latency, smoother interfaces, more expressive conversations. It gave the impression of rapid progress, but underneath, the same foundation remained in place. GPT-4 was still the model powering it all, even when presented under new names like GPT-4 Turbo or GPT-4o. What changed was mostly how the model was delivered, not how it was taught.

DVJ Insights proudly announces the official launch of its next-generation shopper data solution, Spenderlog, in Denmark, Sweden, and...

Marketers have always craved one thing from their media investments: effectiveness. Are we getting results? Are we driving brand growth? And, most frustrating of all, are we spending too much, or not enough? Yet despite this obsession, most marketers are still steering their media using outdated KPIs. GRPs and spend are the go-to metrics, but here’s the thing: they don’t tell us what we actually need to know .

Managing hundreds of SKUs with a lean team might sound like a logistical nightmare to some, but for Aleks Fiege, Marketing Director at...

Discover which predictive metrics for market success outperform purchase intention. Learn how DVJ validation reveals stronger KPIs for innovation impact.

Utrecht, 4 September 2025 - DVJ Insights is proud to announce the appointment of Stefan Bliekendaal as Global Director of Research and...

Blog by Bart van de Mortel Nowadays, online video-based advertising is often provided in a setting where the viewer gets to decide...

In today’s fiercely competitive grocery retail landscape, packaging is more than just a wrapper — it’s a shopper communication tool at...

DVJ Insights is pleased to announce the appointment of Cathelijn te Koppele as Client Consultant in the Netherlands. With a background in...

We are proud to announce that DVJ Insights has been selected as a finalist for the Client/Supplier Collaboration Award at the Quirks...

We’re proud to share that DVJ Insights has been nominated as a finalist in two ESOMAR Award categories! Global Category – Excellence in...

Revisiting Agentic Intelligence in the Age of Execution In April, I wrote about a shift in posture. From reactive AI systems to autonomous ones. From tools that wait to systems that act. That article, Agentic Intelligence , sketched a near future where models would not just respond, but take initiative. It was about architecture, intent, and the structure of action. Now, that shift is no longer theoretical. With the release of ChatGPT Agent, the idea has entered the desktop.

Research study on attention and brand recall for social reel, social feed and pre-roll advertising Nowadays, many brand managers will admit that one of their biggest challenges is determining how to effectively reach the youngest members of their target audience – i.e., "Millennial" or "Gen-Z" consumers – through advertising campaigns. According to a recent report by the World Advertising Research Center, consumers that fall within one of these demographic groups typically s

“Travel retail is a dynamic, fast-growing industry, and still thrives on relationships and visibility,” says Berend-Jan van Egmond, Head...