DVJ Research Group

When GLÜCK entered the German fruit spread market in 2017, the category was already highly saturated. Shelves were filled with established brands, consumption habits were mature, and most products followed the same conventions: around 50% fruit, traditional labels and tall, narrow jars. For Manuel Rodriguez, then Head of Marketing at Göbber and responsible for GLÜCK from 2019-2025, the opportunity from the team was not to fill an obvious gap in demand, but to redefine what a premium fruit...

Hamburg, 22. September 2026 – DVJ Insights und VodafoneThree sind für den Quirk’s Award in der Kategorie Groundbreaking Research Project nominiert. Ausgezeichnet wird ein neuer Ansatz im Brand Tracking, der über die reine Darstellung von Ergebnissen hinausgeht und dabei hilft zu verstehen, was diese Ergebnisse tatsächlich beeinflusst. Die Zusammenarbeit begann mit einem gemeinsamen Ziel: ein tiefergehendes Verständnis dafür zu entwickeln, wie Konsumenten zu Marken in Beziehung stehen, und...

As marketing becomes increasingly data-rich and media continues to fragment, growing a brand has never been more complex. For Javier Acebo, Insight Director at Publicis, the answer lies not in choosing between short-term performance and long-term brand building, but in balancing both. Leading the insights function across Publicis’ media and creative agencies, Javier works closely with strategists to help brands make better decisions through research, measurement and interpretation. Throughout...