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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.”

In today’s fiercely competitive grocery retail landscape, packaging is more than just a wrapper — it’s a shopper communication tool at the crucial moment of truth. For brand and shopper marketeers, one of the most fascinating dynamics lies in the evolving design philosophy of private labels. Compared to A-brands, private labels have charted their own distinct design paths — and in doing so, they're quietly reshaping shopper expectations and retail experiences.   The Private Label Advantage Where A-brands are tightly bound to brand guidelines, heritage, and a need to maintain consistency in their visual identities, private labels apply different standards — with an even more focus on category shoppers. A-brand packaging must reflect carefully crafted positioning. Logos, brand colours, and typographic treatments must remain consistent across SKUs, ranges a/o categories. This often restricts how flexibly a brand can show the product or cater to context-specific needs (e.g., at-shelf clarity, easy navigation). Private labels, on the other hand, are primarily tasked with function over form. Their primary mission? Helping the shopper navigate the shelf quickly and confidently. That means: Category-first design logic  — the visual makes the category (and segment) instantly recognizable. Product name prominence  — clear, bold, often centrally placed to reduce cognitive demand. Neutral or simplified branding  — allowing imagery and product cues to do the heavy lifting. Visual storytelling  — appetizing product photography - or pure in-pack product - is prioritized over abstract brand messages.     A graphic design needs to bring this to live. Take, for instance, these ones from various leading retail formulas across Europe – ICA, Edeka, Tesco, REMA 1000, Mercadona and Albert Heijn – across the board, product visibility and legibility win. They might seem simple, even plain compared to   'flashy'   A-brands (excusez le mot!), but that’s their strength — they are designed for intuitive and effortless shopping: clearly category coded, product name is prominent, appealing visualization.   What This Means For A-Brands For brand owners, this shift presents a challenge: how to compete when shoppers are drawn to clarity and speed? The Clarity Gap –  A-brands risk losing out in environments where speed trumps loyalty. Private labels, with their clean layouts, win the “shelf-readability” game. If your packaging is cluttered or overbranded, you might be harder to find — even if you're well known. Asset Overload –  The temptation to showcase multiple assets (logo, color, heritage design) can be overwhelming. Private labels show restraint — and in doing so, improve shopability. Context Adaptation –  For obvious reasons A-brands may fear diluting equity by adapting too much, risking ‘decision fatigue’ at shelf with drop-offs too much. What A-Brands Can Learn Despite the constraints, A-brands can elevate their presence by adopting some private label strategies — without sacrificing brand identity: Semiotic codings  – Conduct semiotic desk research prior to designing your packaging to determine category codes and consumer meanings, guiding packaging design to ensure relevance, clarity, and standout pack communication; Balance of information –  Find the right balance between the product name and brand logo. Determining the right distinctive brand assets at point-of-purchase may help to prioritize what needs to be shown on pack; Segment branding –  Develop simple and clear sub-brand systems which are intuitively understood and reflect category needs; Clarity in communication –  Simplify language on-pack and use photography strategically — literal images can still be premium when executed with taste. Design for the digital shelf –  Clear packaging isn't just a physical shelf strategy — it's essential for e-commerce thumbnails and mobile shopping, where legibility is king. Closing Thoughts: The North Star Private labels remind us that shopper-first design is hyperfocused. To many, they are the real benchmark as they lead the way at-shelf on search & find, clarity and conversion to brand pick-up. So, A-brands not only can’t afford to design in isolation but also can’t just rest on their laurels when private labels have upgraded any of their designs in a category: Basic, Mid-range, Premium, Organic. Only in-context pack design testing reveals if your pack cuts through or gets lost. It’s the most effective way to ensure your design wins where it really counts: on the shelf.

DVJ Insights is pleased to announce the appointment of Cathelijn te Koppele as Client Consultant in the Netherlands. With a background in neuroscience and nearly seven years of experience at research agency Validators, Cathelijn brings both research expertise and a strong commercial perspective to DVJ’s growing Dutch team. Throughout her career, Cathelijn has been driven by curiosity about (un)conscious behaviour and psychology, interests that have shaped her professional journey in market research. At Validators, she successfully combined research-based work with client-facing responsibilities, translating insights into strategies that supported brand growth. Winning the Young Talent Award at the DIN in 2023 showcased her innovative and client-centred approach. "As a curious generalist with a sharp eye for detail, I thrive on turning insights into concrete tools that make a difference,” says Cathelijn. “This new role allows me to further grow in consulting, while connecting with DVJ’s inspiring international network and talented, open-hearted professionals. I am excited to contribute across brand, communication, shopper and innovation research - helping brands move forward with impact and enthusiasm.” Léonie Koning, Global Commercial Director at DVJ Insights, comments: “We are very excited to welcome Cathelijn to the DVJ-team! Her appointment reinforces DVJ’s commitment to combining local expertise with global knowledge to help brands grow. With her unique mix of research skills, curiosity, and personal drive, Cathelijn is set to make a valuable contribution to DVJ Insights’ clients in the Netherlands and globally."

Utrecht, June 27th – DVJ Insights proudly announces that a member of its global team, Mark Vroegrijk, has been recognised with a prestigious award from the Dutch Data & Insights Awards, highlighting his exceptional contribution to the Marketing Research field at a Global level. DVJ’s two extraordinarily talented colleagues were nominated for the Dutch Data & Insights Awards 2024. Mark Vroegrijk, Senior Specialist in Data, Science, and Analytics, was nominated for and won the Data Professional of the Year Award. Lisette Kruizinga-de Vries, Thought Leader in Science & Analytics, was nominated as one of three finalists for the title ‘Insights Professional of the Year – Agency Side’. Even though she did not win, this is an accomplishment in and of itself. Data Professional of the Year – Mark Vroegdijk Mark Vroegrijk’s innovative approach to market research earned him the title of ‘Data Professional of the Year’. He developed a tool that optimises media spending and enhances advertising campaign effectiveness, making a significant impact on data science. Mark’s work includes global benchmarks for TV and radio advertising breakthroughs and various meta-analyses. “ I am very grateful for winning this award! Through my analyses of multi-study datasets, I aim for an even more profound understanding of ’how marketing works’. This allows for a better interpretation of research results and helps me to develop new and innovative analyses – both leading to richer insights for all the international and local brands we work for. It’s wonderful to hear that my work in this area is not only appreciated by our clients, but by the professional jury as well,” says Mark. Jelle Quak, Global Director Strategy & Solutions and Manager of Mark and Lisette expresses his pride: “Both this prestigious award and the nominations recognize extraordinary achievements in market research and their contributions to the field’s advancement.” “At DVJ Insights, we are very committed to delivering high-quality work and discovering innovative ways to support our clients. Mark and Lisette play a crucial role in this mission, with their strong academic backgrounds, innovative approaches, and advanced creative analyses. I am very proud of their accomplishments, nominations, and, of course, Mark’s award win, which is well-deserved!” More info? Contact the author if you like to know more about this (or related) article(s). Mark Vroegwijk LinkedIn Email

The fast-growing international market research agency DVJ Insights has expanded its European presence with the opening of a new office in Spain. Known for their innovative approach and close collaboration with the academic world, DVJ recently received their seventh Gazelle award, recognising their sustained growth and commitment to excellence. The reason for opening an office in Spain is to support the local clients better and strengthen the overall global presence. This expansion marks a significant milestone in DVJ’s strategy of working through local lenses within a global setting. Where the world of market research is moving towards automation and efficiency, DVJ believes that quality and added value are what clients truly need. That is why DVJ always starts with generating a better understanding of the local needs. Lucas Hulsebos, CEO of DVJ Insights, comments: "Our decision to open an office in Spain underscores our dedication to strengthening our global presence. Our global clients increasingly seek local relevance alongside our global perspective. That’s why we’ve invested in understanding the marketing professional better to support our local consultants in each of our markets. It’s not just about having a pin on the map, it’s about being truly present and understanding the unique dynamics of each market.” To enhance this local presence, DVJ Insights has welcomed two experienced consultants to its Madrid team: Jorge López and María Sánchez Raposo. Both bring extensive experience in brand and communication research and will lead DVJ’s consultancy offering in the Spanish market. Jorge López joins DVJ as the first Client Consultant based in Madrid, Spain. With a background at Millward Brown, Kantar, and BBVA Creative, he brings a wealth of knowledge in brand research and communications. “For more than 10 years, DVJ Insights has demonstrated that the market needs a service and consultancy offering that delivers consistent growth over time,” says Jorge. “I’m impressed by DVJ’s agility and determination to implement different methodological innovations in order to provide the best service to the client, and by their versatility to combine the local and the global and to make each learning more useful.” María Sánchez Raposo  joins as Client Consultant alongside Jorge in Madrid. Having held senior positions at Millward Brown, Kantar, and YouGov, and with extensive experience in global and Latin American markets, she brings additional value to DVJ's regional and global offering. She was recently elected as a board member of Insight+Analytics España, Spain’s main association of market research and data analytics professionals and companies, further underlining her leadership in the industry. “DVJ Insights is an innovative and fast-growing company with both a global and local vision, and a collaborative environment where knowledge is shared to foster professional development. I’m excited to be part of a team of experts with extensive experience and a clear strategic vision,” María notes. “This opportunity allows me to continue learning and deepening my understanding of communication, innovation, and shopper behaviour, helping brands connect more effectively with their audiences. From this holistic perspective, I take on the role of a “brand doctor”: assessing brand health, identifying opportunities for improvement, and guiding them on their path to sustainable success.” With this latest expansion, DVJ reaffirms their mission to strengthen their position as a trusted partner for clients, both strategically and geographically. The agency’s annual Brand Growth Study, surveying over 3,000 professionals, has been boosted in Spain over the past three years, culminating in the first dedicated Spanish edition to be released this year. It will help in understanding the Spanish marketing professional better and allow DVJ to tailor their solutions to the local demands. This combination of country-specific understanding, the drive for real innovation and making research better, strong academic partnerships and dedicated local support, has made DVJ one of the fastest growing agencies in Europe.

London, March 21, 2024 – DVJ Insights is proud to announce its receipt of the FD Gazelle International award for the second consecutive year in a row. This award honours the most rapidly and consistently growing companies worldwide. To meet the strict requirements for winning the FD Gazelle International Award, a minimum international growth of 25% annually is necessary in combination with being an FD Gazelle winner for the domestic market. For the second year in a row, DVJ Insights was granted this recognition, meeting all criteria. A total of 78 companies were nominated this year and 53 last year for the award, which shows the unique character of these companies. DVJ Insights is a Dutch-based innovative and fast-growing marketing research agency with an international reach. It has a presence in the British, German, Benelux, and Nordic markets. Winning the local FD Gazelle six years in a row, and now the FD Gazelle International twice, makes DVJ a unique company within the market research world. “The ambition to be the best marketing research agency is driving us forward to both local and international success. DVJ’s strategy is focused on becoming better every day. Besides providing our clients with the best possible research, we also want to be the best place to work for all people at DVJ. This remarkable growth in Europe is a direct reflection of that strategy and our team’s hard work,” stated Lucas Hulsebos, CEO and owner of DVJ Insights. “At the core of DVJ Insight’s success are our outstanding people, best-in-class solutions, and a unique approach that incorporates academic thinking into our business strategies. This combination has not only set us apart in market research but has also been crucial in our continued growth and industry leadership. Thanks to our DVJ way of working, a client-centric mindset, and our pure focus on quality, knowledge, and innovation, we can improve our performance every day. During the past seven years, we have expanded from one office in Utrecht (the Netherlands) to London (the UK), Hamburg (Germany),  Helsingborg (Sweden), and Copenhagen (Denmark), and have built long-lasting relationships with top global and local brands,“ explains the CEO of DVJ Insights, Lucas Hulsebos.

Utrecht, October 19th, 2023 , DVJ Insights is, for the 6th consecutive time proclaimed as FD Gazelle 2023, joining a unique group of businesses that have received this prize six times in a row. There are only a few businesses in the marketing research market that show eight years of uninterrupted growth, all by organic growth. The company reveals the key to its success: “It’s the result of the right strategic choices, our passionate employees, and a continuous focus on innovation. Realizing growth in all our markets including the Nordics makes us feel proud of the choices we have made.” DVJ Insights has experienced rapid growth in recent years (100% organic growth & not through acquisitions), which has not gone unnoticed by several awards organisations, including FD Gazelle and FD Gazelle International organised by het Financieel Dagblad, the biggest Dutch financial newspaper. DVJ was able to grow in three years more than 60% meeting the strict criteria of a 20% increase in turnover for each of the three years. Lucas Hulsebos, CEO of DVJ Insights: “For me, growth is the result of the right strategy and choices that we make. Growth is not an objective but a recognition of what we do. This is only possible by having the right people in combination with a good strategy. I am very proud of what we can realize together with our global and top local clients and the impact we create in the market. It is a pleasure to work with such a group of enthusiasts who are willing to help our clients and DVJ grow,” Lucas continues. ” I can speak for everyone at DVJ when I proudly say that the FD Gazelle Awards have become our well-captured autumn tradition. We are driven to improve and grow, which, based on our experiences, is impossible without a focus on innovation.“ Being the best research agency and the best place to work The most important reason for growth is people and that is why we want to create the best place to work. Lucas:“ For me, this means that everyone is happy and creates an impact in innovation and marketing“. Integrating everyone is the core of our marketing and was also recognized by NIMA who awarded DVJ as best marketing company of the year. Our ambition as a company is to become the best in market research. Innovation has become the drive to improve and become better and better each day. Currently, this means integrating AI in all the steps of the research cycle: from method development to actionable deliverables. Our Mass qual approach is a good example; it creates added value to the research project and makes it more fun for a researcher to work on it. This year, the DVJ’s MassQual technique was presented at several industry events across Europe, to spread awareness of the wealth of insightful possibilities provided by innovative approaches. The FD Gazelle 2023 The FD Gazelle Awards are being held for the twentieth time this year, organised by the Financial Dagblad, awarding the top sustainably growing Dutch companies. Criteria include a turnover growth in the previous three years of at least 20%, with a profit at the end of the last year. The actual award ceremony takes place on Thursday 23rd of November at Theater Amsterdam. One thousand and three businesses have qualified to meet the criteria for an FD Gazelle.

Utrecht, October 17th 2024  – DVJ Insights has received the FD Gazelle for the 7th year in a row, meaning 10 years of consecutive growth of at least 20% per year. The award celebrates the fastest growing and most consistently expanding companies in the Netherlands. Remarkable is the consistency of this growth in a market that faces more and more competition from AI, self-generated data and Do it Yourself Solutions. Another finding that stood out is that this growth is completely organic and realized without any acquisition or merger. DVJ is still a fully owned private company. Lucas Hulsebos, owner of DVJ Insights commented on this remarkable achievement by sharing his secret. A company can only grow if the people in the company share the ambition to succeed. The past ten years we had the opportunity to recruit the best people in the market and when you provide these people with the best possible tools, guidance and education success comes automatically. We also believe that the passion of these people makes the difference. For that reason, we have a daily measurement system in place to monitor how happy the company is and what we need to do to improve happiness. The second part of success is the ambition to build relationships that are based upon positivity, added value and commitment. We do not walk away from choosing to stop the co-operation with clients if these elements are missing. If people in the company are not happy, we are not able to accelerate and help our clients to grow. By putting this central in the way we work we have been able to build amazing relationships with our clients that last for many years. Besides people we also share the ambition to continuously improve ourselves. Working and supporting the academic world helps us by finding the best ways to do research. This in combination with continuously monitor the needs from our clients via vision interviews and large-scale studies we know better how to help them to answer their questions and help our clients to grow. That is much easier if you practice what you preach by growing ourselves as well. We consider growth not as the target or the objective, but as the result of a strong and consistent strategy. Winning the first Gazelle in 2018 was already a big achievement, wining it now for the seventh time is truly amazing. A recognition for the hard work of an amazing team and proof that consistency in marketing works. THE FD GAZELLE 2024 The FD Gazelle Awards, organised by Het Financieele Dagblad (the leading financial newspaper in the Netherlands), are being presented for the 21st time this year. To qualify for this prestigious accolade, companies must have demonstrated a minimum turnover growth of 20% over the past three years and closed the final year with a profit. A total of 927 companies in the ‘Large’ category have met these criteria for the FD Gazelle Award. ABOUT DVJ INSIGHTS DVJ Insights  is the marketing research and analytics agency for brand growth. DVJ is a  global company with offices in UK, Germany, Sweden, Denmark and headquartered in the Netherlands. Besides the growth in the Netherlands we also grew outside of the Netherlands, resulting in 2 FD Gazelles International. The combination of quality, added value, and passion ensure that DVJ Insights helps companies improve communication, build stronger brands, introduce more innovative products and services, and better understand the buying behaviour of people. DVJ Insights is known for its innovative approach and innovation which is the result of intensive cooperation with practice and science and the willingness to listen. For questions and interviews: Lucas Hulsebos, Owner/CEO DVJ Insights +31 643479458 lucas.hulsebos@dvj-insights.com   Other Press questions: Nicole Hagen, Senior Marketing Communication Manager, +31 (0)6 82 05 29 33 nicole.hagen@dvjresearchgroup.com

Research study on attention and brand recall for social reel, social feed and pre-roll advertising Nowadays, many brand managers will admit that one of their biggest challenges is determining how to effectively reach the youngest members of their target audience – i.e., "Millennial" or "Gen-Z" consumers – through advertising campaigns. According to a recent report by the World Advertising Research Center, consumers that fall within one of these demographic groups typically spend the vast majority (60-65%) of their media consumption on online channels. As a result, brands seeking to advertise through video also tend to allocate considerable parts of their advertising efforts to online channels (instead of TV) to be noticed by these younger consumers.