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

Met trots delen we dat The Growth Decision, geschreven door DVJ Insights CEO Lucas Hulsebos, behoort tot de 10 genomineerden voor de PIM Marketingliteratuurprijs 2026 (Marketingboek van het Jaar)! The Growth Decision, Lucas Hulsebos PIM (Platform Innovatie in Marketing), hét Nederlandse platform op het snijvlak van marketing en innovatie, reikt deze prijs al 20 jaar uit. De prijs zet auteurs in de schijnwerpers die nieuwe kennis aan het vak toevoegen en marketeers aan het den

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

Utrecht, 7 oktober 2026 – DVJ Insights is genomineerd voor de MRS Application of Analytics Award 2026 voor onderzoek naar welke metrics binnen concepttesting daadwerkelijk voorspellend zijn voor succes in de markt. Het is een van de twee MRS Awards-nominaties voor DVJ Insights dit jaar, naast een nominatie in de categorie Media Research. Welke metrics voorspellen succes in de markt? Concepttesting speelt een belangrijke rol bij de beslissing welke innovaties bedrijven lance

Utrecht, 7 oktober 2026 – DVJ Insights is genomineerd voor de MRS Media Research Award 2026 voor een nieuwe aanpak om de bijdrage van influencers en content creators aan merkbouw binnen de totale mediamix te meten. Het is een van de twee MRS Awards-nominaties voor DVJ Insights dit jaar, naast een nominatie in de categorie Application of Analytics. Verder kijken dan likes, views en shares Nu mediabudgetten steeds meer verschuiven naar socialmediaplatforms, influencers en con

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

Utrecht, 24 september 2026 – DVJ Insights is genomineerd voor de Quirk’s Award voor Global Marketing Research Project voor de bijdrage aan de NIVEA CONNECT COMPASS, een wereldwijd onderzoeksprogramma dat samen met NIVEA is ontwikkeld om eenzaamheid en menselijke verbondenheid beter te begrijpen. De nominatie volgt op de recente ESOMAR Award voor Best Social Impact Research die DVJ voor hetzelfde project ontving en betekent opnieuw belangrijke internationale erkenning voor h

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

Utrecht, 22 september 2026 – DVJ Insights en VodafoneThree zijn genomineerd voor de Quirk’s Award voor Groundbreaking Research Project. De nominatie is een erkenning voor een vernieuwende aanpak van brand tracking die verder gaat dan het meten van merkprestaties en inzicht geeft in wat deze prestaties daadwerkelijk drijft. De samenwerking begon vanuit een gezamenlijke ambitie: beter begrijpen hoe consumenten zich tot merken verhouden en brand tracking relevanter maken voor

The term artificial intelligence has become increasingly difficult to use precisely. A predictive model, ChatGPT, an image generator, a recommendation algorithm and an autonomous coding agent can all be described as AI, despite operating in very different ways. Technically, artificial intelligence also has a much older and broader academic definition that includes approaches such as rule-based systems, search and planning. In everyday business use, however, AI increasingly re

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 interpret

Utrecht, 17 September 2026 – DVJ Insights is drie keer genomineerd voor een Quirk’s Award, waaronder Marketing Research Supplier of the Year. De nominaties vormen een internationale erkenning voor de kwaliteit en toegevoegde waarde die ten grondslag liggen aan de aanhoudende groei van het bureau. Naast de nominatie als onderzoeksbureau is DVJ samen met VodafoneThree finalist voor Groundbreaking Research Project en met NIVEA voor Global Marketing Research Project voor NIVEA CO

For Helen Hewlett, Senior Insights Manager for the Away From Home channel at Coca-Cola Europacific Partners (CCEP), brand growth starts with understanding where consumption is moving next. As consumer behaviour shifts across channels, occasions and lifestyles, the role of Insights is no longer simply to explain what happened yesterday. It is to help the business anticipate where future opportunities lie, distinguish meaningful trends from short-term noise, and translate growi