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In today’s rapidly evolving events landscape, traditional venues are being challenged to redefine their role. In this interview, we speak with Tom van Kuyk, Head of Business Innovation at Royal Dutch Jaarbeurs, one of the Netherlands’ leading exhibition and conference organisations. In our conversation, we explore what brand growth means in this context, how live experiences are being redefined, and how innovation is shaping the future of the organisation. From Venue to Destination: How Royal Dutch Jaarbeurs is Redefining Brand Growth For decades, Royal Dutch Jaarbeurs has been a familiar name in the Netherlands. Ask almost anyone, and they will recognise it. Yet recognition alone is no longer enough. As Tom explains, the real challenge lies not in being known, but in being understood. “I think almost everyone in the Netherlands knows Royal Dutch Jaarbeurs,” Tom says. “If you ask what it is, most people will know Royal Dutch Jaarbeurs from the expo’s and large events. But that doesn’t really cover what we do. There is so much more!” That gap between awareness and full familiarity sits at the heart of Royal Dutch Jaarbeurs’ transformation. In a changing landscape where digital interactions dominate and traditional exhibition markets are under pressure, the organisation is redefining both its role and its brand. What emerges is not limited to a repositioning exercise, but really a major strategic shift in how Royal Dutch Jaarbeurs creates value — for visitors, partners, and itself. Redefining Brand Growth Beyond Awareness For many organisations, brand growth is still closely tied to awareness. At Royal Dutch Jaarbeurs, that metric has long been strong. The challenge lies much deeper: shaping the associations and meaning behind the name. “Our brand awareness is strong,” Tom explains. “That gives us a valuable foundation to build on as we further develop our proposition for the future.” At its core, Royal Dutch Jaarbeurs is reframing itself around a simple idea: enabling deeper, meaningful live encounters. This positioning is both timeless and increasingly relevant. While digital tools have made communication faster and more efficient, they often lack depth. Tom explains that digital interactions often remove nuance and non-verbal communication, making it harder to deeply understand one another, whereas face-to-face encounters create a stronger and much more memorable connections that ultimately leads to better outcomes. This shift from functional understanding to emotional and experiential meaning is critical. Royal Dutch Jaarbeurs is no longer a place where events happen; it has already become a catalyst for growth and sees clear opportunities to build on this role further — whether through professional development, inspiration, or unexpected encounters. In that sense, brand growth is not about expanding reach, but about strengthening relevance. Innovation as a Structured Growth Engine To deliver on this repositioning, Royal Dutch Jaarbeurs has built a dedicated Business Innovation function. What started as a one-person role has quickly evolved into a team covering strategy, insights, brand development, and concept creation. Tom is clear that innovation cannot rely on creativity alone. “Innovation is fun — coming up with ideas all day,” he says. “But without data and insights underneath, they remain restricted to nice ideas.” This belief underpins a structured approach to innovation. Every initiative starts with understanding demand: where are the gaps, what do consumers need, and how do markets evolve? Only then are concepts developed and tested. “We start with data and consumer insights,” Tom explains. “Where is the demand? What is missing in the market? Otherwise, you end up with thousands of ideas and no direction.” This disciplined model allows Royal Dutch Jaarbeurs to innovate on multiple fronts. On the one hand, existing events are redesigned to better match changing consumer expectations — moving from product-driven formats to much more experience-led concepts. On the other, entirely new propositions are developed, often targeting adjacent markets such as leisure and entertainment. Importantly, innovation is not treated as a separate function but as a driver of overall business growth. From brand positioning to mergers and acquisitions, the innovation team plays a central role in shaping the future of the organisation. From Exhibition Venue to Experience Destination One of the most significant shifts lies in how Royal Dutch Jaarbeurs views its physical space. Traditionally focused on exhibitions and conferences, the organisation is now rapidly moving towards a broader, much more diversified model. “I really want Royal Dutch Jaarbeurs to become a destination. A leisure destination, a place for free time and restaurants.” This ambition is driven by both opportunity and necessity. While the European exhibition market is stabilising, Royal Dutch Jaarbeurs sees strong growth potential internationally, particularly in regions and sectors where demand for exhibitions continues to rise. To capture this potential, the organisation is leveraging more than a century of expertise to expand beyond its home market by exporting its flagship concepts. While firmly rooted in the Netherlands, the company now operates on a global scale, delivering events across multiple high-growth sectors, including cybersecurity, health and life sciences, and agriculture. Originally established as a national trade exhibition, the Agri Feed Trade Fairs are now hosted in key growth markets such as Thailand, the United Arab Emirates, Rwanda, Vietnam, Indonesia, and the Philippines. This international ambition is guided by a clear roadmap that identifies where category and regional growth are strongest, enabling Royal Dutch Jaarbeurs to scale rapidly in markets where momentum is building. At the same time, sectors like leisure and recreation are growing rapidly, offering new avenues for national expansion. For Royal Dutch Jaarbeurs, this means rethinking how its spaces can be used. Instead of being active only during scheduled events, venues are increasingly programmed year-round with experiences that attract different audiences. This includes immersive exhibitions, new hospitality concepts, and other forms of entertainment that extend beyond the traditional business model. This shift also has implications for the brand itself. By consistently offering diverse and engaging experiences, Royal Dutch Jaarbeurs strengthens its role as an active curator of encounters, ideas, and experiences. The brand becomes synonymous not only with a location, but with a constant sense of activity and possibility. Driving Change Through Culture and Leadership Transforming an organisation of this scale requires more than strategy and innovation. Culture plays a decisive role. Royal Dutch Jaarbeurs has a long history as a traditional exhibition business, and shifting the mindset towards the opportunities that can be built on top of that takes time. “This is one of the biggest challenges. Bringing things in and programming them is actually the easy part. But getting the organisation on board is absolutely crucial.” Rather than forcing change, Tom focuses on demonstrating it. By launching tangible initiatives and proving their value, the organisation gradually builds confidence in the new direction. “I strongly don’t believe in forcing things, but in demonstrating what is possible,” he explains. “And by showing that it really works, you start to bring people along.” This approach is reinforced by strong leadership support. The Business Innovation function reports directly to the CEO, underlining its strategic importance and ensuring the necessary resources and mandate. That combination of top-down commitment and bottom-up proof is essential. It enables Royal Dutch Jaarbeurs to move beyond isolated experiments and embed innovation into its DNA. Building a Future-Proof Brand Royal Dutch Jaarbeurs’ transformation reflects a broader shift in how organisations think about brand growth. It is no longer sufficient to be known; brands must be meaningful, relevant, and adaptable. By redefining its purpose around live encounters, structuring innovation around insight, and expanding into new experience-driven markets, Royal Dutch Jaarbeurs is building a brand that goes far beyond its historical role. At the same time, the organisation recognises that this is an ongoing process. Each new concept, each experiment, and each success contributes to a deeper understanding of what the future could look like. “We’re essentially creating a testing ground,” Tom says. “What works today informs what we build tomorrow.” In that sense, Royal Dutch Jaarbeurs is transforming its business model while simultaneously redefining what brand growth means in a world where experiences, connections, and relevance matter more than ever. These two developments go well hand in hand.

Infrastructure is rarely discussed in the context of brand growth. Yet for Jenny Olsson, Marketing Director at the Øresund Bridge, the fundamentals of marketing remain strikingly familiar. In this conversation, she explains how a unique, cross-border connection between Denmark and Sweden is driven not just by traffic, but by brand, behaviour, and the ability to inspire people to travel more. A Different Product, the Same Marketing Fundamentals At first glance, marketing a bridge may seem worlds apart from marketing consumer goods. Unlike traditional products, the Øresund Bridge is a fixed piece of infrastructure, connecting two countries through both a bridge and a tunnel, and serving as a critical artery for regional mobility. But according to Jenny, the core principles of marketing still apply. “Of course, the Øresund Bridge is something different from selling a pure retail product,” she explains. “But we also want to create more journeys, more customers, and work with our existing customers. That’s where you find a lot of the fundamentals of marketing.” Like many brands, the organisation operates a full-funnel approach, with a strong focus on driving awareness and conversion for its key consumer offering, ØresundGO. This subscription-based product provides significant discounts on crossings and is central to the commercial growth strategy. The challenge, however, is not just selling the product, but ensuring that the right audiences know it exists. “Of course, the Øresund Bridge is something different from selling a pure retail product. But we also want to create more journeys, more customers, and work with our existing customers. That’s where you find a lot of the fundamentals of marketing.” From Demand Capture to Demand Creation One of the most important growth levers lies beyond simple demand capture. While many consumers already travel across the bridge, the real opportunity is in increasing frequency. This requires a shift from transactional communication to inspiration. “We saw clearly that more inspiration is needed,” Jenny says. “People know the top three things to do on the other side, but not much beyond that.” To address this, marketing efforts focus on expanding consumers’ horizons, showing them new reasons to cross the bridge, and ultimately encouraging additional trips. This is supported by a broader ecosystem of partnerships, offering discounts and experiences on both sides of the border. By enriching the perceived value of travel, the brand moves from being a facilitator of journeys to an enabler of experiences. Balancing Traffic and Brand Metrics Measuring growth in this context requires a dual approach. On one hand, there are clear behavioural metrics, such as the number of passages, frequency of travel, and geographic distribution of users. On the other hand, brand health plays a crucial role. “We measure both awareness and traffic,” Jenny explains. “Traffic is a very clear metric, but we also measure the brand itself to understand attitudes and how many people know our products.” This balance became particularly important during the rebranding of the subscription product from “BroPass” to ØresundGO. The previous name lacked clear associations with the region and created confusion in the market. The new name was designed to be simpler, more distinctive, and directly linked to the Øresund identity. However, as with any rebranding, awareness initially dropped. Rebuilding that recognition has since become a key focus, highlighting the direct relationship between brand clarity and commercial performance. “Traffic is a very clear metric, but we also measure the brand itself to understand attitudes and how many people know our products.” Standing Out in a Sea of Similar Choices While the Øresund Bridge may have limited direct competition in terms of physical routes, it competes in a broader landscape of consumer choices. Travellers can choose alternative transport options, different destinations, or even decide not to travel at all. In this context, distinctiveness becomes critical. Jenny points out that when stripped of logos, many transport and tourism communications look remarkably similar. This insight led to the introduction of a brand mascot, Gustav. “It’s a way for us to create a universe where we clearly stand out,” she explains. “So people can quickly recognise that it’s us.” Gustav, a bird acting as a guide and inspirer, helps the brand cut through the noise and improve recall. The result is not just more memorable communication, but also measurable improvements in marketing effectiveness. “Our mascot Gustav is a way for us to create a universe where we clearly stand out, so people can quickly recognise that it’s us.” Growth Shaped by Forces Beyond Marketing Despite strong marketing efforts, growth is heavily influenced by external factors. Economic conditions, currency fluctuations, the weather, and broader travel trends all play a significant role in shaping demand. For example, exchange rate shifts have impacted travel flows between Sweden and Denmark, making it more expensive for Swedes to visit Copenhagen while simultaneously attracting more Danish visitors to Sweden. As a result, traffic patterns have shifted over time. “There’s a strong natural desire for Swedes to travel to Copenhagen,” Jenny notes. “But it’s been held back somewhat by the exchange rate.” Looking ahead, infrastructure developments such as the Fehmarn Belt tunnel are expected to further influence traffic, particularly from Germany. The organisation sees it as an opportunity. “Everything that makes it easier for people to move between countries is positive,” she says. “There’s a strong natural desire for Swedes to travel to Copenhagen, but it’s been held back somewhat by the exchange rate.” The Evolving Role of Marketing Jenny also reflects on how the role of marketing itself has evolved. Where marketers were once primarily responsible for communication, they are now deeply involved in broader business strategy. “Today, discussions are much more about what business we want to build, which markets and products we focus on, and how we communicate,” she explains. “It’s much more cross-functional and strategic than before.” This shift is supported by a wide range of data sources, from brand tracking and campaign measurement to behavioural analytics and user data. These insights help guide decisions across both marketing and product development, ensuring alignment with customer needs. “Today, discussions are much more about what business we want to build, which markets and products we focus on, and how we communicate.” A Digital-First Approach to Reaching Travellers In terms of execution, the media strategy is overwhelmingly digital. From social media and search to display and streaming TV, the majority of marketing investments are focused on channels that allow for precise targeting and geographic control. “It’s almost entirely digital,” Jenny explains. “Even out-of-home is often digital screens.” This reflects both the need for efficiency and the importance of reaching audiences within specific regions, depending on travel patterns and seasonal behaviour. Ultimately, the Øresund Bridge demonstrates that even the most unconventional “product” can be approached through a modern brand growth lens. By combining clear measurement, strong brand building, and a focus on behavioural change, the organisation continues to drive growth in a complex and evolving environment. At its core, the challenge is not just to connect two countries, but to give people more reasons to cross between them.

Stockholm, 2 June 2026 - DVJ Insights is pleased to welcome Malin Larsudd to its Nordic team as Consultant, further strengthening the agency’s expertise in strategic insights, innovation, and shopper research. Malin brings more than 15 years of experience in insights, brand strategy, and consumer understanding, having previously worked with companies such as Coop, Nepa, and Ipsos. Throughout her career, she has worked closely with brands across a variety of industries, helping organisations translate consumer and shopper insights into business strategies that deliver tangible results. With a strong background in consumer understanding and market research, Malin joins DVJ with a passion for combining analytical depth with commercial impact. At DVJ, she will focus on helping clients identify growth opportunities through insight-driven strategies, with a particular focus on innovation, shopper insights, and brand development. “I’m very excited to join DVJ at a time when understanding people and behaviours has never been more important. What really attracted me to DVJ is the combination of sharp strategic thinking, deep shopper and consumer expertise, and a genuine willingness to challenge conventional perspectives. I’m especially looking forward to working closely with clients on innovation and growth-focused projects, as well as shopper projects that create real impact,” says Malin Larsudd. Elin Scotford, Market Lead Nordics at DVJ Insights, adds: “Malin is a fantastic addition to our Nordic team. Her broad experience, combined with her strategic mindset and commercial understanding, will help us support our clients even better. What particularly sets Malin apart is her ability to connect deep consumer understanding with tangible business value, which fits perfectly with DVJ’s approach.”

No working on powder days. A glimpse into the culture and values that make working at DVJ Insights different. No Working on Powder Days Life’s too short—live it to the fullest, and if it’s on the snow, even better. Just don’t let a powder day catch you stuck in the office! - NWPD The idea behind No Working on Powder Days At DVJ, we believe that great ideas start with energised minds. That’s why we introduced the No Working on Powder Day: a spontaneous day off for when conditions are just right to do something you truly love—whether it’s skiing, skating, hiking, horseback riding, or anything else that fuels your passion. It’s not about taking time off. It’s about making space for what inspires you. Each Powder Day story is a reflection of the individuality and joy we value at DVJ. Here are some of the experiences our colleagues have shared. Lara Dirven - HR Business Partner A powder day in Berlin A planned visit to my brother’s wedding venue in Friesland had to be postponed when bad weather and illness got in the way. But with a day off already booked and the family ready for an adventure, we decided to make the most of it. We bought a Museumkaart and spent the day at the National Military Museum, where military vehicles, indoor playgrounds, and plenty of space to explore kept everyone entertained. Afterward, we squeezed in another playground visit before ending the day with a relaxed evening at home. The original plan may not have worked out, but the day turned into exactly what we needed: quality family time, unexpected fun, and a reminder that sometimes the best moments come from changing course. Lily van Eeden & Jeff Repko - Knowledge and Solutions Specialist & Research Director Powder Day at Phantasialand After having to postpone last year’s trip, Jeff and I finally spent our Powder Day at Phantasialand, near Cologne. As true pretparkgekkies , we arrived prepared with queue times, weather forecasts, and a clear plan for the day. We started with the water rides while the sun was still out, got completely soaked, and then ticked off the other outdoor attractions before the rain arrived. The day was full of fun, joy, and adrenaline, and it felt great to finally make this long-awaited trip happen. We ended with indoor rides, including Maus au Chocolat, where Jeff beat me in the final moments of our whipped-cream shooting battle. It was a special day out that felt like much more than a regular day off. Glenn Manders - Knowledge and Solutions Specialist FA Cup Weekend in the UK I used my Powder Day of 2026 for a last-minute FA Cup weekend in the UK with three friends. Football makes me genuinely happy — and the UK feels like the holy grail. We planned four matches but made it to three after one went to extra time and penalties. The shootout was brilliant, and the keeper (who played for my favourite team back home last season) saved all three. We travelled through Preston, Liverpool and Manchester, ticked off incredible stadiums — Old Trafford was the highlight — and made great memories, with fish & chips and a pint to top it off. Frans Deelen Souza - Client Consultant Spending quality time with the family I chose 21 March for my Powder Day for two meaningful reasons. It was my wife’s birthday, and we celebrated with a romantic lunch and a walk by the lake. It was also World Down Syndrome Day, a day that holds special meaning for our family. We took the time to celebrate our oldest son’s achievements and reflect on the importance of support and awareness. The sun was shining, and the day brought a perfect balance of quiet time and moments with loved ones. I’m grateful for the opportunity to enjoy it. Laura Henigman - Research Expert Surfing on the coast of Portugal I just got back from a holiday in Ericeira, Portugal’s beautiful surf town and Europe’s first World Surfing Reserve. It was the perfect mix of activity and relaxation—surfing, running, yoga, tennis, beach time, and great company. On my last day, I used my powder day for one final surf session. Surfing is tougher than it looks, with lots of paddling and wipeouts, but between all the falls, I managed to catch a few good waves. It was challenging, fun, and totally worth it. Glenn Manders, Jelle Pruijn - Knowledge and Solutions Specialist & Teamlead Research Powder Day Turns Party Day What started as a laid-back visit to the old DVJ office turned into an unexpected celebration. While cashing in our Powder Day, Maartje, Glenn and I found ourselves in the middle of the Nijmeegse Vierdaagse. We joined the cheering crowds, caught up with colleagues, and ended the day dancing through Nijmegen’s streets. A simple plan became a spontaneous reunion — full of sun, stories, and surprise fun. Elsemieke Lijmbach - Office Manager Galloping Freedom on the Dutch Coast Going back to the Dutch coast with a close friend was truly unforgettable. We enjoyed a private 3.5-hour horseback tour that took us from galloping through the dunes to cantering freely along the shoreline. My horse for the day, Magic, made the whole experience even more special, living up to the name in every way. The splashing waves meant we couldn’t capture much on camera, but the few photos we did get riding in the water are enough to bring back the memory. What stood out most was the sense of freedom — the wind, the sea, the power of the horse beneath me — all combined with the joy of sharing such a unique adventure with a friend. Floor Lieskamp - Research Expert A Special Day in Zeeland For my mom’s birthday, I wanted to give her something memorable, so I planned a day trip to one of her favourite places — Zeeland. On Thursday evening, I travelled from Rotterdam to my parents’ house so we could enjoy dinner and a relaxing evening walk together. The next morning, we drove an hour to Vrouwenpolder, where we had a delicious lunch at Lekker, a beach bar with stunning sea views and perfect weather. Afterwards, we explored the beautiful town of Veere, wandering through its charming streets, browsing the small shops, and taking in the harbour and historic bastion. We ended the day with ice cream and a refreshing drink — the perfect way to celebrate together. Lissy Tijhuis - Research Expert A Powder Day in the Sun Last week’s sunny forecast inspired me to take my Powder Day on Wednesday and soak up the summer weather. I started with a refreshing morning run, then headed to the lush Amelisweerd estate near Utrecht to meet a friend. Surrounded by historic country houses, winding woodland paths, and the sparkling Kromme Rijn, we spent the afternoon picnicking, chatting, playing games, and even taking a cooling dip in the river. From the meadow, I could spot our office in the distance—a reminder of how special it is to swap my desk for nature now and then. It was the perfect midweek reset and exactly what a Powder Day is meant for. Dennis Hulsebos - Technology Integration Specialist Powder Day: Naturalis & Suriname On 2 January I used my Powder Day to join my girlfriend Nicky and her family at Naturalis. Her grandma and aunt came over from Suriname for Christmas, and it felt special to spend that day together. We started early in Leiden with a gym session with her aunt (she does CrossFit in Suriname). For me it was a milestone too: my first heavy deadlift/squat session in over two years after a long knee injury. Then we headed to Naturalis and visited the temporary Suriname exhibition — a great mix of nature, history, and the country’s ties to the Netherlands, plus its beauty and wildlife (including the capybara). Pia Stork - Client Consultant A Special Auction Week Thanks to my Powder Snow Day, I was able to follow our 2024 foals — now yearlings — from the moment they left the stud farm to their arrival at the auction. It was such a joy to spend the whole day with them, talking to potential buyers, showing the horses several times, and catching up with fellow breeders. On Friday, the auction itself took place, and both yearlings were successfully sold to trainers around the country. The goodbyes are never easy, but knowing they are starting a new chapter makes it easier. With the “teenagers” moved out, we’re now ready and excited to welcome the foals of 2025. Martin Hellich - Head of Innovation Catching the Wind On 26 September, I had my own perfect Powder Day. And it truly lived up to its original meaning: “One should absolutely not be working on a day like this.” For me, that meant: 20–28 knots of wind, Great temperatures and plenty of sunshine Those are the days when my heart starts racing and my mind drifts straight to the coast — where windsurfing dreams come true. While others (the real maniacs!) might have had to “call in sick,” I didn’t have to. Thanks to DVJ’s culture, I could take an official Powder Day — guilt-free and with the full support of my team. Mandy Boomgaarden - Research Expert A Paris Powder Day I just wanted to share a few good vibes from my Powder Day last Friday. I used it to extend a weekend in Paris with my dad — his first time there — and we had the best time exploring the city. From visiting the beautifully restored Notre-Dame to cycling along the Seine and around the Arc de Triomphe, it was an unforgettable adventure. To top it off, we climbed the Eiffel Tower in the middle of a downpour, only to be greeted by a rainbow at the top. It was such a special way to spend extra time together and make lasting memories. Irmina Bendzera - Research Expert A Powder Day Readathon On a rainy powder day, I spent my time in an unusual way — joining friends for a 24-hour Readathon. From 8AM to 8AM, we read as much as we could, only pausing for spontaneous moments like watching Mamma Mia outside, a 6AM chat about school reading lists, and admiring the sunrise. By the end, I’d read six books (finished three), shared plenty of laughs, and slept through the next day. Staying up all night to read isn’t for everyone, but reading with friends makes it unforgettable — sharing reactions, discussing stories, and experiencing it all together. Jelle Quak - Global Director Strategy & Solutions Powderday: Slowing Down to Move Forward Yesterday, Marloes and I signed up for a trail marathon in the Austrian mountains — a bold goal, but just like in our work, growth comes from showing up every day. I used my Powderday to start training with an easy run through the Dutch polder: long dikes, low skies, a heron lifting off, and even my old school along the way. The rest of the day stayed slow — groceries, cooking, and studying Bol’s toy catalogue with my daughter. Not epic, but a calm, steady start toward that daunting finish line — ten heartbeats lower than usual. Leonie Hamstra - Research Expert The Luxury of Doing Nothing Life is busy. Fun, but busy. Family, friends, work, sports… Oh, and a new house we’re currently renovating and moving into in four weeks. Balancing everything is a lot. Fun, but a lot. So yesterday, I decided to drop the packing, skip the cooking for my daughter, and stop checking (for the 100th time) how the fieldwork of that one project was going. Instead? I did NOTHING. A day with me, myself & my books at the sauna. The hardest decision of the day was which piece of cake to pick with my coffee. Loved it! That busy life is a luxury. A luxury that felt even more luxurious when I got to escape it for a day in the sauna. Thnx DVJ! Gabriele Herrmann - Client Consultant The Mushroom Hunt For my Power Day, I swapped screens and city noise for the quiet of the forest. With one of my oldest friends, I spent the day exploring, talking, and searching for mushrooms — my favourite autumn ritual. Her son had promised us a magical spot “full of mushrooms,” but after hours of walking, we found just one lonely specimen. We laughed, of course. The real treasure turned out to be the day itself — the crisp air, deep conversation, and simple joy of wandering. We returned home with enough for dinner for two and a sense of calm that felt far richer than any basketful of mushrooms. Lenneke Keulemans - Research Expert Powder Day Reunion Last weekend, I took my Powder Day in Maastricht — not for the weather, but for nostalgia. I met up with my university friends, the same group I was randomly paired with ten years ago because our last names started with the same letter. To celebrate a decade of friendship, we returned to Maastricht, where our first weekend trip took place. We ate, laughed, explored, shopped, and even biked through the dark caves of Valkenburg — a thrilling reminder that some adventures never get old. Sofunne Ohajunwa - Research Expert A Joyful Powder Day in Lagos I spent my powder day in Lagos, Nigeria, celebrating my cousin’s traditional wedding with my family. It was a beautiful day full of love, music, and incredible food. The venue was stunning, and we enjoyed every moment—from the bride’s graceful entrance and symbolic palm wine ceremony to dancing late into the night. I’m very grateful to DVJ for giving me the chance to reconnect with my second home—already looking forward to my next trip! Kirsten Bartels - Client Consultant A Peaceful Powder Day at Lake Tegernsee For my powder day, I travelled across Germany to visit a long-time friend who lives by the beautiful Lake Tegernsee. I even added an extra day—just because I could—to enjoy simple moments that make me happy, like swinging and relaxing by the lake. As the sun set, I sat with two of my favourite people, soaking in the calm and beauty of the evening. It was the perfect mix of friendship, nature, and gratitude. A big thank you to DVJ Insights for making this day possible. Mark Vroegrijk - Senior Methodologist Powder Day at “Elluf-Elluf” With the year coming to an end, I used my Powder Day to celebrate “Elluf-Elluf,” the official start of Carnaval. In perfect weather, two friends and I headed to Kruikenstad (Tilburg) for an afternoon of music, DJs, and Brabant-famous artists. We joined a lively student cantus filled with Carnaval songs and stayed for the reveal of the new “Raad van Elf” and Prince Carnaval. Afterwards, the celebrations continued in the spirit of this year’s theme: “Agge aanders kèkt, ziedet beeter!” A day full of fun, friendship, and Carnaval energy. Thanks, DVJ! Teun Swierstra - Research Expert A Snowy Powder Day in Sweden Over the past two weeks, I visited my girlfriend Melanie in Gothenburg for a “working from X” stay — the perfect moment to use my Powder Day. With –5°C temperatures and fresh snow, we took a 5:15 a.m. train to Stockholm for a day of exploring. After a much-needed flat white, we wandered through the city, visited the ABBA Museum, and—my personal highlight—the Avicii Experience. We ended the day with a stunning sunset and two new LPs to take home. A fantastic Powder Day. Thanks to DVJ for making this possible. Nicole Engels - Global Lead Academic & Industry Partnerships A Powder Day Full of Friends, Campers & Art Yesterday I enjoyed a fantastic Powder Day with friends. We started in Hillegom to explore more than 150 camper vans for a friend who’s hoping to buy one — testing beds, trying (dry) showers, and checking out every dashboard. Afterwards we headed to Haarlem for lunch, where another friend joined us, and we finished the day at the Michelangelo exhibition at the Teylers Museum — truly amazing. A wonderful Powder Day spent with friends I’ve known since I was 18. Thanks, DVJ! Lisette Kruizinga-de Vries - Thought Leader Science & Analytics A Relaxing Powder Day at the Sauna Last Friday, I spent a wonderfully relaxing Powder Day with my husband. We started with a sunny morning walk, then packed our towels and books for a full day at Sauna van Egmond, just a short bike ride from home. With busy schedules and family life, taking a day to switch off was exactly what we needed. We enjoyed multiple saunas, the ice-cold plunge pool, a duo massage, and a delicious lunch. A perfect reset — and a great start to the weekend. Evelien Edwards - Research Director Celebrating 85 Years – A Weekend Full of Family, Fun & Memories For my grandma’s 85th birthday, we went away for a weekend with over 30 family members. I helped prepare a pub quiz, decorations, and even a homemade medal, which turned into a fun way to catch up with relatives from Belgium and Germany. To finish it off, we surprised my grandma with a photo book so she can relive this special weekend again and again. Jan Aarts - Client Consultant A Magical Powder Day at Disneyland For my Powder Day, I went to Disneyland Paris with my whole family, including my two nephews on their very first visit. As a rollercoaster and theme park fan, it was special to experience the park at Christmas through their eyes—festive lights, rides, hot chocolate, mulled wine and fireworks. It was a joyful day full of excitement, memories and family time—thanks to DVJ for making it possible. Maria Sanchez Raposo - Market Lead Spain Finding My Path on Powder Day On Friday 28 November, I celebrated my six-month anniversary at DVJ with my first Powder Day. Instead of skiing, I took two solo mountain hikes near Madrid—new trails, winding roads and even a small detour that ended at a hidden waterfall. In a year full of change, including buying a new home, a day to disconnect, walk and literally find my way on a new path helped me reset and gain perspective. Dr. Kai Geertsema - Senior Client Consultant Sunshine, Steps & a Shiba Inu Thanks to DVJ’s working from X option, I spent three weeks in Andalusia with my girlfriend Jana and our Shiba Inu, Popi. On my powder day I traded my laptop for sunshine, starting with a beach walk and a slightly chaotic photo shoot with Popi. In Málaga I explored the Alcazaba and the Roman theatre, had pistachio cheesecake by the cathedral, and visited the Picasso Museum, where Bather (1971) became my favourite piece. The day ended with a short boat trip, 15,000 steps on my Garmin, and a relaxing evening on the sofa with Popi—recharged and very grateful for the freedom to work from anywhere. PS: The next day we went to the Sierra Nevada, above 2,500 metres, with actual snow! Dorte Torpe Hansen - Client Consultant A Midweek Powder Day in the Woods Last Wednesday I grabbed the chance for a “powder day” – not on skis, but orienteering. For this time of year the weather in the south of the UK was perfect: blue skies, sunshine and a light frost. I joined a midweek British Army training event (civilians allowed!), armed with a map and compass and hunting for controls in classic south-east English woodland. It didn’t take all day (I didn’t get that lost), so I still had the afternoon for a bit of Christmas planning, shopping – and finally, feet up. Ralph Sluis - Client Consultant A Sinterklaas Powder Day Last Friday I took my Powder Day on a special date: 5 December, the birthday of both my wife and Sinterklaas. My wife works at a language school for refugee children from countries like Syria and Ukraine, so we turned the day into a Sinterklaas party – I dressed up as the old man himself, and my daughter joined as a very cute helper. The children, who had just learned about this Dutch tradition, were over the moon and kept hugging us all morning. Their happiness was priceless – thank you DVJ for my Powder Day. Sonja Vernooij - Client Consultant A Weekday Winter Garden Escape Last week I had my own Powderday—and loved it, even without taking many photos. I’m a garden lover, so garden centres are usually my happy place. But in winter they turn into busy Christmas hubs. So instead of braving a December weekend crowd, I went on a weekday with my best friend to Intratuin Halsteren’s famous Christmas fair, full of light shows and a theme-park feel. I came home with bird food, new bowls, a fresh “outfit” for our tree, and a big smile. Remco Havermans - The Lab A Powder Day Well Spent Yesterday I used my powder day before the end of the year. I kicked things off with a quiet Monday morning round of golf—peaceful, few people, and plenty of fresh air. In the afternoon, I attended a friend’s master’s thesis defense, featuring a presentation on whether acid leaching could be profitable for extracting nickel from nanofibers. I didn’t catch every detail, but it was great to be there and support him. All in all, it was the perfect day to recharge before the final sprint to Christmas. Thanks, DVJ, for the powder day! Kara Tiedtke - Research Expert A Powder Day with Family and Food A couple of weeks ago, I used my powder day to extend my weekend for a special family occasion: my younger brother’s graduation in Maastricht. My parents and sister came to Amsterdam a day early, so I got to play tour guide. We started with coffee and a city stroll, then enjoyed a long lunch at Restaurant De Kas—a greenhouse restaurant known for its plant-to-plate philosophy and beautifully crafted dishes. That evening, we took the train to Maastricht to celebrate with my brother, his friends, and their families. With our family spread across different countries, time together like this feels extra special. Johann Lippmann - Client Consultant Culture, Cuisine & the Stockholm Archipelago I spent a long weekend in Stockholm with my girlfriend, exploring the city at an easy pace. With very grey (Dutch…) weather, we opted for indoor culture first—art at the National Gallery (free on Thursday evenings and well worth it). Food was a highlight too: classic Swedish dishes at Restaurang Tradition, modern cooking at Bar Agrikultur, and creative cocktails at Bar Afterglow (their IKEA-style menu is a fun read). When it dried up, we took a stroll through the city and caught the ferry out into the beautiful Stockholm archipelago. Thanks again for making this possible! Cathelijn te Koppele - Client Consultant Baby Cuddles & Boulder Chalk I used my Powder day to spend quality time with friends and go bouldering. In the morning, I took a roadtrip with a friend who’s about to leave for a six-month world trip, and we visited two friends in Amsterdam with their newborns—complete with baby cuddles and beschuit met muisjes, the classic Dutch maternity treat. After a stroll through the city and a park, I ended the day at the bouldering hall: trying new routes, high-fiving small wins, and going home with hands full of white chalk. A perfect reminder that progress comes one move at a time. Elin Scotford - Market Lead Nordics Snow, Sauna & a 5-Year Celebration My Powder day was all about enjoying the first snow of the season—and celebrating our five-year anniversary. With my partner travelling a lot for work, we made space for a proper day together. We went to Gothenburg, starting the night before at our favourite jazz club with my sister and her partner. The next morning we woke up to blue skies and fresh snow—something I really miss living in the south. We spent half the day at a lovely spa, then drove through snowy roads to visit family for a cosy evening. Snow, sauna, and good company—perfect. Thanks DVJ for the push to take a day and enjoy life Stefan Bliekendaal - Global Research Director Powder day at school I spent my Powder Day at my daughters’ school. As a klassenvader on the Christmas committee, I started the day at their school play in our neighbourhood church — one daughter shared a Christmas wish, the other played an angel. Afterwards, I grabbed lunch at my favourite Italian sandwich spot in Utrecht and took a short stroll to the Centraal Museum. Then it was back to school to help with Christmas dinner in the classrooms and the parents’ borrel in the schoolyard. Pleasantly tired, I ended the day at home with another episode of The Beast in Me (recommended!). Dijana Justic - Global Director Marketing Communications Maastricht, Dreams & a Powder Day Together I spent my Powder Day in Maastricht with my 17-year-old daughter, Sophie, who’s in her final exam year and dreams of studying at Hotel Management School Maastricht. After a two-hour drive south, we arrived in an area that feels like another country. We had lunch at the teaching hotel on campus — honestly Michelin-star worthy — followed by a presentation, campus tour, and a drink with students. Everything is nearby: the school, the teaching hotel, and the first-year student complex. We ended the day in Maastricht’s lively city centre with Christmas vibes, a bit of “why not” shopping, and a French dinner at Bistro Ferdinand. Tired but happy, we drove home chatting and singing along to Christmas songs. Jorge Lopez - Client Consultant Powder Day in Santander: Nature & History I used a 2025 Powder Day to stretch the last weekend of the year and head to Santander with my family — to explore both our surroundings and our past. We spent the day in two fascinating places: Cabárceno Nature Park, a former open-cast iron mine with Roman roots that’s now a huge animal conservation park, and the replica of the Altamira Cave, created to protect the original prehistoric paintings (over 10,000 years old). After all that, we headed back into the city centre for pinchos — the perfect modern ending to a day full of nature and history.

Join DVJ Insights, an ambitious and innovative marketing research agency operating across the Netherlands, Sweden, the UK, and Germany. With over 80 passionate colleagues, we prioritize personal development, career growth, and a healthy work-life balance. At DVJ, you'll work with leading brands in a dynamic and informal environment, contributing to our mission of being the best international agency for brand growth. Working at DVJ Do you have the ambition to learn and grow, to work for amazing brands, and to pursue careers in an ambitious and innovative team? Check out our job offers below or send us an open application. Browse all jobs Send an open application Who are we? DVJ Insights offer careers in an ambitious, innovative and fast-growing marketing research agency located in the Netherlands, Sweden, the UK, Denmark, Germany, Spain and Norway with the single ambition to be the best international agency for brand growth. Working at DVJ is fun, versatile and challenging. DVJ’ers have a passion for marketing research, a passion for brands and a winning mentality. We are a dynamic team with over 120 colleagues, always aiming to deliver quality and value to clients all over the world. We believe that everyone at DVJ contributes to our growth, which is why we think it’s extremely important to invest in the personal development of our employees as well as their careers. There is a lot of attention to vitality, personal development, career growth, training and education. It’s up to you to play the ball, learn and develop your career! All of this is in an informal working environment. No Working on Powder Day at DVJ “Life’s too short—live it to the fullest, and if it’s on the snow, even better. Just don’t let a powder day catch you stuck in the office!” At DVJ, we believe that great ideas start with energised minds. That’s why we introduced the No Working on Powder Day: a spontaneous day off for when conditions are just right to do something you truly love—whether it’s skiing, skating, hiking, horseback riding, or anything else that fuels your passion. It’s not about taking time off. It’s about making space for what inspires you. Each Powder Day story is a reflection of the individuality and curiosity we value at DVJ. Here are some of the experiences our colleagues have shared. Powder Day at Phantasialand Lily van Eeden & Jeff Repko - Knowledge and Solutions Specialist & Research Director FA Cup Weekend in the UK Glenn Manders - Knowledge and Solutions Specialist Surfing on the coast of Portugal Laura Henigman - Research Expert Spending quality time with the family Frans Deelen Souza - Client Consultant When Plans Change, Good Days Happen Lara Dirven - HR Business Partner Powder Day Turns Party Day Glenn (Knowledge and Solutions Specialist), Jelle (Teamlead Research) en Maartje (Research Expert) Galloping Freedom on the Dutch Coast Elsemieke Lijmbach - Office Manager Celebrating by the Sea in Zeeland Floor Lieskamp - Research Expert Sailing, Sun & Celebration at Lemsterwike Alicia Landers - Business Controller A Powder Day in the Sun Lissy Tijhuis - Research Expert A Special Auction Week Pia Stork - Client Consultant A Paris Powder Day Mandy Boomgaarden - Research Expert Catching the Wind Martin Hellich - Head of Innovation A Powder Day Readathon Irmina Bendzera - Research Expert Powderday: Slowing Down to Move Forward Jelle Quak - Global Director Strategy & Solutions The Luxury of Doing Nothing Leonie Hamstra - Research Expert The Mushroom Hunt Gabriele Herrmann - Client Consultant Powder Day Reunion Lenneke Keulemans - Research Expert A Joyful Powder Day in Lagos Sofunne Ohajunwa - Research Expert A Peaceful Powder Day at Lake Tegernsee Kirsten Bartels - Client Consultant Powder Day at “Elluf-Elluf” Mark Vroegrijk - Senior Methodologist A Snowy Powder Day in Sweden Teun Swierstra - Research Expert A Powder Day Full of Friends, Campers & Art Nicole Engels - Global Lead Academic & Industry Partnerships A Relaxing Powder Day at the Sauna Lisette Kruizinga-de Vries - Thought Leader Science & Analytics A Weekend Full of Family, Fun & Memories Evelien Edwards - Research Director Sharing the joy DVJ’ers have a passion for research and brands and have a winning mentality. Together they grow incredibly and develop daily, never forgetting to celebrate successes in their careers. And with celebrating comes joy. If one succeeds, everyone is happy. We enjoy sharing knowledge with our clients and the market and partner with many organisations and universities throughout the year. Passion and joy are needed so we can put ourselves in the shoes of the client and their question and thereafter want to do everything to find an answer for it. Next to work, we like to celebrate our achievements and have fun by regularly organising team activities such as dinners, pub quizzes, and parties to make sure everyone feels included and appreciated. Read our employee blogs Why people love working at DVJ Vanessa Tapken Research Director Besides setting up and coordinating numerous projects, I really like to analyse and interpret data to provide insightful recommendations on how brands can be more successful. Careers Do you share our values? DVJ’ers have a passion for research, brands and a winning mentality. Everyone at DVJ contributes to our growth. Which is why it’s extremely important to invest in the growth of our people. There is a lot of attention to vitality, a healthy lifestyle, personal development, training and education. Our people also get the time to invest in themselves outside of DVJ’s walls. Everyone wants to be part of a success story. How about you? Working at DVJ Insights means winning, working together with passionate colleagues and developing. Our amazing people can be found in Utrecht, London, Copenhagen, Oslo, Stockholm, Madrid and Hamburg. Do you think you can be a great colleague, an addition to our team and flexible enough to grow with us? Then we would like to meet you. Browse all jobs Send an open application

Discover DVJ Insights, a leading market research agency driving brand growth through data-driven strategies. THE MARKETING RESEARCH AND ANALYTICS AGENCY FOR BRAND GROWTH The essence of DVJ Insights DVJ originates from the ambition of being the best research agency in combination with the best place to work. Becoming the best research agency means integrating academic and practitioner insights via our Brand Growth Platform. The best place to work means choosing positive relations with clients and creating a learning environment where everyone can grow. Expertise and solutions At DVJ Insights we offer a wide arrangement of services to our clients Brand & Communication DVJ Insights leverages strategic brand research and a storytelling-based "Mass Qual" methodology to identify brand growth potential and link findings to market volumes. Learn more Learn more Innovation Innovation fuels most company growth, but its frequent failure from inadequate consumer insight is countered by our integrated research solutions. Learn more Learn more Shopper Our research reveals consumer motivations and purchase triggers, providing a deep understanding of the diverse Customer Journey to optimise touchpoints. Learn more Learn more All solutions What’s New The Latest Stories, Cases, and Innovations DVJ Strengthens Its Nordic Team With Malin Larsudd As Client Consultant Press Release DVJ Research Group 3 hours ago 1 min read “You Cannot Be All Things To All People If You Want To Grow” Brand Growth Interview DVJ Research Group 1 day ago 7 min read Building Brands In A World Of Noise: Why Time, Engagement And Courage Matter Brand Growth Interview DVJ Research Group 4 days ago 5 min read More news Our offices THE NETHERLANDS Herculesplein 52 3584 AA Utrecht Contact UNITED KINGDOM GG.410 Metal Box Factory, 30 Great Guildford Street, Borough, London, SE1 0HS Contact GERMANY Lerchenstrasse 28 22767 Hamburg Contact SWEDEN Östermalmstorg 1, 114 42 Stockholm Contact DENMARK Ørestads Blvd. 73, 2300 Copenhagen Contact NORWAY C.J. Hambros Plass 2C, 0164 Oslo City Ibsen Contact SPAIN Paseo De La Castellana 81, 28046 Madrid Contact