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Two Big Moments of Truth Mike Tyson said it best. Everyone has a plan until they get hit . The same goes for packaging. You liked the design. So did the team. It looked sharp on the board and even better on a white background. Then it hit the shelf. Next to a wall of yellow. Buried below eye level. Outshouted by a louder pack in a crowded category. The problem wasn’t the design. The problem was pretending the shelf would be kind. If it lands the hit and makes it into the basket, that’s just round one.

How Strategic CDT Thinking Is Used To Guide Shoppers and Leverage Brand Strength... In today’s competitive retail landscape, visibility isn’t just a metric—it’s a battleground. Nutrilon (a leading baby milks brand, a.k.a. Aptamil) demonstrates a powerful example of how strategic placement aligned with shopper decision-making can turn the shelf into a silent salesperson. This isn't just a well-stocked section—it’s a brand fortress. The brand has created a brand block that dominates the shelf with unified, easily navigable packaging. This consistent blue wall of products doesn’t just catch the eye; it guides the hand. By clustering the full range together—clearly segmented by stages (1 to 5)—shoppers are naturally led through the Customer Decision Tree (CDT) in a way that feels intuitive and effortless. Making It Easier for the Shopper CDTs help decode how shoppers think at the shelf—what they consider first, what alternatives they weigh, and how they simplify complex decisions. Baby Milks Category & Brand decisions often are made at home and the brand block in this picture makes it easier for shoppers to pick up the right brand at-shelf. Nutrilon removes friction from the decision process. A shopper isn’t overwhelmed with choices—they’re guided. By owning the decision points on the CDT with a strong shelf presence, Nutrilon also blocks competitors. It minimizes the space (both physical and mental) for rival brands to intrude. And facilitates in-brand switch in case of unforeseen specialty needs (e.g. child's allergies). The result is twofold: increased conversion within the brand, and greater loyalty as shoppers feel confident navigating the Nutrilon ecosystem from early infancy through toddlerhood. Why We Should Care When we understand the CDT and build our shelf and communication strategy around it, we create systems that help shoppers decide faster and feel better about their choices. At its best, CDT thinking becomes a strategic tool: it shapes planograms, packaging, messaging, and even innovation  pipelines. It’s not about selling a product. It's end-to-end shopper-centric design in action.

Blog post by Lisette Kruizinga – de Vries, based on the master thesis of Ny Thi Ha Dao (University of Groningen)

For over a year, AI development seemed to revolve around refinement rather than reinvention. Each new release promised improvements: lower latency, smoother interfaces, more expressive conversations. It gave the impression of rapid progress, but underneath, the same foundation remained in place. GPT-4 was still the model powering it all, even when presented under new names like GPT-4 Turbo or GPT-4o. What changed was mostly how the model was delivered, not how it was taught.

DVJ Insights proudly announces the official launch of its next-generation shopper data solution, Spenderlog, in Denmark, Sweden, and Norway. This launch reflects DVJ’s mission to elevate the quality and impact of market research by offering smarter, more integrated solutions. Central to this new approach are two key partnerships with DVJ: Norstat, ensuring population-representative sampling, and CatMan Solution, providing retail intelligence and dashboarding capabilities. Together, they deliver the most advanced and reliable shopper data platform in the region. A new standard in passive shopper data collection Shopper research has traditionally relied on manual panel methods, where consumers self-report their purchases, often leading to biased and incomplete data. Spenderlog changes this paradigm by passively capturing real-time digital receipt data directly from consumers. The solution is fully GDPR-compliant, scalable, and offers far more detail and accuracy than conventional methods.   Originally developed by a Danish fintech start-up, Spenderlog has been acquired and significantly enhanced by DVJ. The platform now connects seamlessly with DVJ’s broader research solutions, offering a holistic view of consumer behaviour, from intention to actual purchase.   A representative panel built with Norstat To guarantee high-quality and representative data, DVJ partnered with Norstat, one of Europe’s most trusted panel providers. Together, they built a scientifically sampled panel of 4,000–5,000 households per country, using quotas for demographics such as age, gender, income, household composition, region, and retail preferences.   “Launching in the Nordics with Norstat as our partner has been a game-changer,” says Lucas Hulsebos, CEO of DVJ Insights. “Their local expertise and rigorous panel recruitment enabled us to bring an innovative solution to market that is both scalable and representative.”   Retail expertise embedded in delivery – powered by CatMan Solution To translate data into actionable insights, DVJ collaborated with CatMan Solution, a leading Nordic provider of data integration and dashboarding tools for the retail and FMCG sectors. CatMan’s deep understanding of the commercial side of retail ensures that clients can access the shopper data in a clear, structured and decision-oriented way,  directly supporting category and trade marketing decisions.   A local presence with global impact DVJ is an award-winning international research agency, having received seven FD Gazelles in recognition of its rapid growth. To support clients locally, DVJ has now established dedicated teams in Copenhagen, Oslo, and Stockholm, staffed by senior consultants with in-depth knowledge of the local markets. “For the first time, we can truly connect what people say with what they do,” adds Hulsebos. “This closes the loop between attitudes and behaviour, giving brands a powerful new tool for growth.”   A new era of shopper intelligence For brands operating in the Nordics, Spenderlog offers a next-generation view of shopping behaviour: passive, precise, and predictive,  all embedded in a locally supported, GDPR-compliant solution that’s ready to scale.

Marketers have always craved one thing from their media investments: effectiveness. Are we getting results? Are we driving brand growth? And, most frustrating of all, are we spending too much, or not enough? Yet despite this obsession, most marketers are still steering their media using outdated KPIs. GRPs and spend are the go-to metrics, but here’s the thing: they don’t tell us what we actually need to know .

We’re proud to share that DVJ Insights has been nominated as a finalist in two ESOMAR Award categories! Global Category – Excellence in AI and Automation in Market Research For our case: Investigating the integration of generative AI and consumer storytelling in concept development Regional Category – Best Use of Data For our case: Optimising advertising engagement with cognitive demand . These nominations highlight our drive to push the boundaries of research, combining advanced AI, consumer insights, and innovative methodologies to deliver meaningful impact for brands.  The winners will be announced at the ESOMAR Congress Awards Ceremony on Tuesday, 30 September , at the Žofín Palace in Prague.

We are proud to announce that DVJ Insights has been selected as a finalist for the Client/Supplier Collaboration Award at the Quirks Marketing Research and Insight Excellence Awards 2025. This recognition celebrates our unique partnership with DPG Media , Nielsen , and the University of Groningen , which has combined academic rigour, industry expertise, and innovative AI technologies to unlock what truly makes advertising effective. Together, we analysed nearly two decades of automotive advertising using advanced AI methods to uncover groundbreaking insights into the state of advertising creativity, including a decline in distinctiveness and the surprising strength of neutral emotional expressions. Being named a finalist underscores the impact and ongoing relevance of this collaboration, which continues to evolve and set new benchmarks for research excellence in the marketing industry. We thank our partners DPG Media, Nielsen, and the University of Groningen for their collaboration and shared commitment to pushing the boundaries of what research can achieve.   *The Marketing Research and Insight Excellence Awards, powered by Quirk’s Media, recognise the researchers, suppliers and products and services that are adding value and impact to marketing research. Finalists are selected by a panel of judges made up of a combination of end-client researchers, supplier partners and Quirk’s editorial staff.    The award winners will be announced at The Marketing Research and Insight Excellence Awards Virtual Celebration on November 19, 2025. Please visit quirksawards.com for more details.

Why Predictability Matters As human beings, we naturally contemplate the future and often wish we could foresee it - whether to meet a life partner, invest in a high-performing stock, or avoid a catastrophic event. In the realm of innovation management, the value of predictability is equally evident. It would allow teams to focus efforts and investments on initiatives with genuine market potential, while avoiding the substantial costs, both financial and organisational, of failed product launches. Given the high proportion of such failures cited across multiple sources, it is unsurprising that the appetite for predictive insight into market success is so widespread within organisations.

Utrecht, 4 September 2025 - DVJ Insights is proud to announce the appointment of Stefan Bliekendaal as Global Director of Research and Excellence. With more than 15 years of experience in research, data, and insights leadership, Stefan brings a strong track record in marketing effectiveness, innovation, and team leadership. His arrival marks an important step in further strengthening DVJ’s international research excellence and commitment to delivering actionable insights for brand growth. Stefan has built his career on a deep curiosity about consumer behaviour. He began at GfK before moving to research agency Epiphany RBC, where he spent almost a decade leading multiple research and innovation teams and contributed to the company’s growth as part of the management team. Most recently, Stefan was Head of Data, Tech & Insights at IPG Mediabrands, where he bridged research excellence with the rapidly evolving media landscape. Alongside his professional work, he currently chairs the Consumer Insights Taskforce at VIA Nederland. “Research is invaluable when it delivers stories that guide brands and accelerate decisions,” says Stefan. “DVJ Insights has been doing this for years with a talented team that brings insights to life through curiosity and a relentless focus on quality. As Global Director Research & Excellence, I look forward to creating even more impact for our clients on an international scale – driven by innovation, relevance, and passion.” Marieke van Echtelt, Global Managing Director at DVJ Insights, comments, “We are delighted to welcome Stefan to DVJ. With Stefan joining, we are not only strengthening our leadership team with a highly driven insights professional but also positioning ourselves for future growth and industry developments. We are confident that his addition will help accelerate our ambitions in supporting our clients in achieving growth.”