For many years, quick-service restaurants competed primarily on convenience, speed and price. Today, the category has become far more complex. Consumers expect affordability, but they also seek memorable experiences, flexible consumption occasions and brands that remain relevant in an increasingly fragmented world. At the same time, QSR brands face new competition from supermarket ready-to-eat meals, changing consumer habits and growing pressure to deliver both short-term sal

Financial Times y Statista vuelven a reconocer a DVJ Insights por su crecimiento orgánico sostenido durante una década, destacando el éxito continuado de la consultora internacional de investigación de mercados en un sector cada vez más exigente. Madrid, 28 de octubre de 2026 – DVJ Insights ha sido reconocida nuevamente por Financial Times y Statista como una de las empresas incluidas en Europe's Long-Term Growth Champions 2027. Por segundo año consecutivo, la consultora inte

In a category built around preserving memories, staying relevant means continually finding new ways to help customers capture them. For Susan Judge, VP Marketing at Storio Group, brand growth is therefore less about finding one breakthrough idea and more about consistency in delivery and staying close to the ongoing evolution of customer needs and expectations. Operating multiple brands across Europe, including Photobox and albelli, Storio combines significant brand heritage

When Leaving Price Out Of A Concept Test Is Harmless – And When It Becomes Costly Concept Testing is about making Decisions Concept testing plays a central role in the innovation process. It supports important decisions: should an innovation proceed or be stopped? If it proceeds, which elements should be retained, improved or changed? These decisions are often made when the proposition is already defined, but many marketing-mix elements are not. Packaging, distribution, comm

How do you introduce a radically new technology under one of the world’s most established brands? For Ceren Wende, Head of Marketing & Communications at Volvo Autonomous Solutions, the answer starts with trust, but trust cannot be taken for granted. While the Volvo name provides an enormous advantage when entering autonomous transport, it also creates a responsibility to protect what the brand has built over decades. In a category where safety concerns and scepticism remain s

Today’s advanced eye-tracking informs us much better about which elements attract attention, which don't and how attention is divided across a design. A heatmap almost immediately addresses the key points of attention. However, it can become uncomfortable when there is insufficient insight into what actually drives attention, why certain elements are being noticed while others are overlooked, and therefore what can be done to improve visibility. This got me thinking, as in my

Across more than two decades, Charlotte Ottesen-Hansen has helped build, nurture and transform some of the world’s most recognised brands. Her career has taken her from Dior and L’Oréal’s luxury division to Pandora, Georg Jensen and, most recently, Flügger, spanning beauty, jewellery, home interiors and home improvement. Although the categories differ, Charlotte sees a common foundation behind sustainable brand growth. It does not begin with a campaign or a new product, but w

How often should someone see an advertisement before it starts to work? It is one of those deceptively simple questions that has occupied advertisers for decades. And for a long time, the industry has had an equally simple answer: around three times. The origins of that thinking go back more than 50 years. In 1972, Herbert Krugman published his influential paper Why Three Exposures May Be Enough, describing different stages of psychological response to repeated advertising. O

In banking, where trust is built slowly and customers rarely make decisions impulsively, brand growth depends on patience and consistency. For Zrinka Jugec, Group Marketing Director at Addiko Bank, this means resisting the temptation to constantly reinvent the message. Instead, brands need to remain recognisable, communicate their positioning repeatedly and ensure that the same underlying values are reflected across every customer touchpoint. Operating across Central and So

Blog post by Hannah Das & Lisette Kruizinga-de Vries, based on the master thesis of Hannah. Every day, consumers encounter numerous digital advertisements across platforms such as YouTube, Facebook and TikTok. Yet despite brands investing heavily in online video advertising, capturing attention has become increasingly difficult. Consumers skip, scroll and swipe through content faster than ever before, forcing marketers to compete in an environment where attention is one of th

For Deniz Barut, Head of Digital Marketing, Media & dCommerce Home Care Europe at Unilever, brand growth is not driven by one single lever. It comes from connecting the full system: investing in brands for the mid to long term, understanding changing consumer needs, turning those insights into relevant innovation, and measuring whether every euro is being used in the right way. In Home Care, where habits, channels and expectations are shifting quickly, the brands that win are

We are proud to share that The Growth Decision, written by DVJ Insights CEO Lucas Hulsebos, is among the 10 nominees for the PIM Marketingliteratuurprijs 2026 (Marketing Book of the Year) in the Netherlands! The Growth Decision by Lucas Hulsebos For 20 years, PIM (Platform Innovatie in Marketing), the Dutch platform connecting marketing and innovation, has presented this award to recognise authors who contribute new knowledge to the field and encourage marketers to rethink th

Brand Growth comes from Penetration, doesn't it? Few ideas have influenced modern marketing as strongly as the principle that brands grow primarily by increasing penetration. Research associated with Byron Sharp and the Ehrenberg-Bass Institute has challenged the traditional belief that growth mainly comes from turning existing customers into increasingly loyal buyers. Instead, the evidence suggests that larger brands generally have more buyers, including many light and occas

What if some of the assumptions behind modern marketing and market research are fundamentally wrong? For Colin Moyer, his background in anthropology, archaeology and Buddhist theory offers a different perspective on how people make decisions. Colin sees striking parallels between these ideas and findings from modern neuroscience, challenging some conventional assumptions about consumers as stable individuals with fixed preferences. Instead, he argues that people are constantl

Madrid, 7 de octubre de 2026 – DVJ Insights ha sido seleccionada como finalista en los MRS Application of Analytics Awards 2026 por una investigación que analiza qué métricas utilizadas en los tests de concepto permiten predecir de forma válida el éxito real en el mercado. Este reconocimiento es una de las dos nominaciones que DVJ Insights ha recibido este año en los MRS Awards, junto con una nominación en la categoría Media Research. ¿Qué métricas predicen el éxito en el m

Madrid, 7 de octubre de 2026 – DVJ Insights ha sido seleccionada como finalista en los MRS Media Research Awards 2026 por su nuevo enfoque para medir la contribución de influencers y creadores de contenido a la construcción de marca dentro del mix de medios. Este reconocimiento es una de las dos nominaciones que DVJ Insights ha recibido este año en los MRS Awards, junto con una nominación en la categoría Application of Analytics. Más allá de las métricas de engagement A med

In a world where marketing is constantly evolving, it is easy to get distracted by the latest trends, tools, and technologies. Yet, for Alexander Shmelkov, Director of Global Brand Tracking at IKEA, true brand growth still comes down to mastering the fundamentals. In this conversation, he shares how IKEA balances long-standing principles with modern challenges, from penetration-driven growth to the impact of AI, and why staying grounded is more important than ever. Growth Sta

In a region as diverse and dynamic as Latin America, brand growth depends on more than simply having a strong product. Consumer behaviour is evolving rapidly, driven by digitalisation, changing media habits, and new technologies that are reshaping how people discover, evaluate, and purchase products. For Francisco Muñoz, Head of Insights & Analytics LATAM at Philips, growth starts with understanding consumers deeply, anticipating how their behaviour is changing, and adaptin

Marketing has never had more data, tools and ways to measure effectiveness. Yet for Elsa Ögren, Head of Marketing Science Northern Europe at Snap Inc., that does not necessarily mean marketers are making better decisions. After starting her career on the media agency side and spending seven years at Meta before joining Snap, Elsa has seen measurement evolve from traditional brand metrics, through the rise of digital attribution, to today's more fragmented landscape. Her view

With 170 years of heritage and a presence in almost 80 countries, Riso Gallo has built its international growth on a clear principle: know what the brand stands for and stay disciplined in how it delivers that position. For Cristiano Corsini, Export Marketing Manager at Riso Gallo, sustainable growth comes from combining strong brand positioning with deep consumer understanding, relevant innovation and commercially focused execution. In the UK, one of Riso Gallo’s largest i