top of page

Martin Hellich

Escritor

Global Head of Innovation

Perfil

Fecha de registro: 4 dic 2024

Sección informativa

Martin Hellich serves as the Global Head of Innovation at DVJ Insights, partnering with clients to drive the commercial success of their innovation initiatives. With innovation at the core of his expertise, Martin also leads efforts to advance the field of innovation research, continuously pushing boundaries to deliver cutting-edge solutions. Combining his enthusiasm for research, analytics, technology, and consulting, Martin collaborates with specialists to develop tailored solutions and practical recommendations for businesses. He enjoys bringing together diverse expertise to address challenges and uncover opportunities. With nearly 25 years of experience in various roles across professional services, Martin regularly shares his perspectives through publications and industry events, contributing to discussions on innovation and related topics.

Resumen

Email address

martin.hellich@dvj-insights.com

LinkedIn

https://www.linkedin.com/in/martin-hellich/

Entradas (29)

12 oct 2026 ∙ 6 min

Reaching More, Selling Less? The TURF Paradox

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 occasional buyers....

7 sept 2026 ∙ 6 min

Beyond Trial – What Concept Test Can Tell Us About Repeat Purchase

The Myth of the Second Purchase One of the most persistent beliefs in concept testing is that repeat purchase lies beyond its reach. A concept test may indicate whether consumers are interested in an innovation. It may help predict whether they will notice it, consider it or perhaps try it for the first time. But whether they subsequently buy it again is commonly assumed to depend almost entirely on the actual product experience.

17 ago 2026 ∙ 4 min

The Concept Of Marginal Gains: How To Become The Best In Pack

Marginal Gains: Why Tiny Improvements Create Extraordinary Success In elite sport, winning rarely comes from one revolutionary breakthrough. More often, it is the result of relentlessly improving hundreds of small details. This philosophy became famous through the transformation of British Cycling under Sir Dave Brailsford. Ahead of the London Olympics, his ambition was not simply to train harder than everyone else. Instead, he looked for countless opportunities to improve performance by just...

bottom of page