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Stockholm, 30 January 2026 – DVJ Insights strengthens its European presence with the establishment of a Stockholm office and the appointment of senior Client Consultant Peter Rosin. This step marks a further expansion of DVJ’s European network and underlines the company’s long-term commitment to the Nordic region. With Stockholm as an important hub for Nordic brands and decision-makers, DVJ Insights continues to invest in being physically present in the markets it serves. The new office enables closer collaboration with Swedish clients and supports DVJ’s ambition to help brands grow through deep expertise, innovative analytics and strategic consultancy. Peter Rosin brings more than 25 years of experience in market and insights research, combined with a strong background in the advertising industry. Over the years, his focus has increasingly shifted towards strategic consultancy and the practical application of insights to drive brand growth. He is also actively involved in the industry as a board member of Swedish Insighters. “ Being physically present in Stockholm allows DVJ to work much closer to Swedish brands and decision-makers, ” says Peter Rosin. “ DVJ combines very deep expertise, built up over a long period of time, with a modern and forward-looking way of working. I am really looking forward to contributing to the further development of DVJ’s Stockholm office and to bringing new knowledge and perspectives to the Swedish market.” In his role as Client Consultant, Peter will work closely with both Swedish and international clients, combining his extensive experience with DVJ’s advanced analytical methods and technical tools. “We are very pleased to welcome Peter to DVJ Insights and to further expand our European network with a presence in Stockholm ,” says Lucas Hulsebos, CEO of DVJ Insights. “Strengthening our footprint across Europe enables us to work even closer to our clients in key markets. The establishment of our Stockholm office is an important step in our long-term growth strategy and clearly underlines our commitment to the Nordic region.” With the opening of the Stockholm office and the appointment of Peter Rosin, DVJ Insights continues to strengthen its position in Sweden and across the Nordic region, reinforcing its ambition to be a long-term strategic partner for brands seeking sustainable growth.

London, 29 January 2026  - DVJ Insights is delighted to announce that Lucy Burnham has joined the company as the latest Client Consultant in the UK, as of 1 January 2026. Lucy brings with her more than 20 years of market research agency experience across brand, communications and strategic consultancy. Lucy started her career at Kantar Worldpanel, where she spent her first decade working with shopper data and consumer behaviour insights. She then moved into brand and communications research at Millward Brown, Hall & Partners, and later at Ipsos, where she continued to build long-term client partnerships and strategic expertise. Over the past ten years, Lucy has held progressively senior roles from Senior Account Director to, most recently, a UK Board Director, where she was responsible for strategic and commercial leadership across a multi-division insight business. After a decade in management and board-level roles, Lucy decided the time was right to return to what she enjoys most: working closely with clients. “What attracted me to DVJ Insights is its long-standing reputation in brand and communications research, combined with the quality of its trusted client partnerships,”  says Lucy Burnham. “After many years in senior management roles, I’m excited to be back in a position where I can work directly with clients again, helping them translate insights into clear decisions and growth opportunities.” In her role as Client Consultant, Lucy will support UK-based and international clients with strategic brand and communication challenges, drawing on her extensive agency and consultancy background. “Lucy’s experience across the breadth of market research, combined with her strategic leadership background, makes her a valuable addition to our UK team,”  says Jemma Toynebee-Smith, Managing Consultant of the UK at DVJ Insights. “Her decision to move back into a client-facing role fits perfectly with our belief that strong, trusted partnerships are built with the right combination of expert consultants and market-leading solutions. Lucy’s expertise in communications makes her an exciting addition to our market.”   With Lucy’s appointment, DVJ Insights continues to strengthen its UK presence and its ability to support brands with high-quality, actionable insights that drive growth.

How do you grow a brand in today’s fragmented media world? For Femke Hendriks, Business Development and Advertising Strategist at both NS Advertising and Insiders, the answer lies in connecting with audiences in meaningful moments. From travellers in the train to long-term destination branding, she sees firsthand how new channels, fresh ideas, and strong evidence of effect can make the difference. A New Channel For Advertisers For many brands, trains are more than just a way to get from A to B; they are an environment where millions of travellers spend valuable time each day. This presents a unique opportunity for advertisers: to connect with people in a moment when they are receptive, whether during their daily commute, a business trip, or a leisure journey. NS Advertising, the newly developed media channel of the Dutch Railways, has been created to seize this opportunity. It brings together a variety of touchpoints: in-train screens, newsletters, banners around the travel planner, station information, the OV-fiets service, and the NS Day Out platforms, which include a magazine and online content. For advertisers, this means the ability to reach travellers before, during, and after their journey. Yet, as with any new channel, establishing growth is not automatic. Evidence of effectiveness is essential, both to attract advertisers and to build trust in the medium. “Advertisers immediately ask: what does this channel actually deliver? Am I really being shown, and what is the impact on travellers?” explains Femke. Providing those answers requires data and proof. This is where DVJ’s research comes in, helping to measure and demonstrate the channel’s effect, and thereby laying the foundation for long-term growth. A Complement To Campaigns One of the defining characteristics of NS Advertising is the exclusivity it offers for the advertisers, keeping the comfort and needs of the travellers in mind. Femke explains: “Our role is to strengthen what advertisers are trying to tell the travellers or consumers while also keeping the travellers' needs in mind. We provide exclusive visibility within the travellers’ journey, and in that way, we can reinforce campaign messages at the right moments.” “The logic of our 360-degree proposition is simple: a traveller might first encounter a brand at home in the NS newsletter, then see it again while planning their trip online, and later notice it on the screen in the train itself. This creates multiple touchpoints that increase recognition and keep the brand top of mind,” she continues. However, the biggest impact can be made with the enormous and qualitative reach of the in-train screens, especially interesting for high-impact campaigns. These “hero” campaigns are designed to attract attention and deliver bursts of visibility. Femke does not expect advertisers to use the channel in an “always-on” way, as they might with digital display or social media. The exception is for public interest messaging, such as government safety campaigns, where constant nationwide visibility is required. And on the other side are the branch-specific campaigns that match perfectly for the NS Day-Out channels, in which we have a niche reach and possibilities for short or long-term campaigns. “Our role is to strengthen and help advertisers to tell their story and reach the audience at a time when they are receptive to information. We provide additional visibility within the traveller journey, and in that way, we can reinforce campaign messages at the right moments.” NS Advertising complements, rather than competes with, other media. By offering targeted, campaign-based exposure, it adds a distinctive layer to the media mix. Destination Marketing: The Long-Term View Alongside her work for NS, Femke is also active at Insiders, an agency specialised in destination marketing. This provides an interesting perspective for different branches. “Destination branding is about shifting perceptions and building associations over time,” Femke explains. “You want to put a place on the map, attract more visitors, and create the right feeling around it. That doesn’t happen overnight, but will happen in a steady growth over time.” The contrast is striking: on the one hand, NS Advertising offers bursts of visibility within people’s daily journeys and adds an interesting touchpoint to the media mix; on the other, destination marketing requires years of consistent investment to shift brand perceptions. Together, they illustrate how different marketing contexts demand different time horizons — and how important it is for marketers to match their channel strategy with their objectives. “Destination branding is about shifting perceptions and building associations over time. You want to put a place on the map, attract more visitors, and create the right feeling around it. That doesn’t happen overnight, but will happen in a steady growth over time.” Trends In Media And Brand Growth Looking beyond the specifics of NS Advertising and destination marketing, Femke also reflects on broader trends in the media landscape. One of the most important shifts she sees is a move away from focusing solely on clicks and views. “For years, advertisers have been obsessed with measurability,” she says. “Everything was judged by website clicks or digital views. But people use many different platforms to get information and inspiration, and not everything is captured in those metrics. We need to take a broader view.” This broader view means placing greater emphasis on brand building: credibility, trust, and the ability to resonate with audiences. Distinctive creative ideas and relevant messages are becoming more important in an increasingly fragmented media landscape. NS Advertising fits naturally within this trend. The channel is not all about driving immediate clicks but about creating credible and meaningful brand touchpoints during travellers’ daily routines. “Seeing a brand in this context adds to its reliability and presence, even if it cannot be measured with a simple click-through rate.” At the same time, Femke stresses that each stage of the funnel still has its own metrics. Display advertising may still be judged on clicks or viewability, while out-of-home screens are assessed on the right reach and frequency. The key is to avoid reducing everything to a single number and to remember the importance of long-term brand effects alongside short-term results. “People use many different platforms to get information and inspiration, and not everything is captured in those metrics. We need to take a broader view.”

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 Insights strengthens European presence with Stockholm office and senior consultant Peter Rosin Press Release DVJ Research Group 1 hour ago 2 min read DVJ Insights continues to strengthen the UK Team with the appointment of Client Consultant, Lucy Burnham Press Release DVJ Research Group 21 hours ago 2 min read Femke Hendriks - NS Advertising / Insiders Brand Growth Interview DVJ Research Group Dec 19, 2025 4 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 Södra Brunnsvägen 70, S-253 60 Ramlösa, Helsingborg 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

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