< Back Innovation Research: The latest learnings on Concept Testing Latest learnings in Concept Testing On March 13, 2025, DVJ Insights, in collaboration with the University of Groningen, hosted an exclusive webinar exploring the power of concept testing and how data-driven insights can drive successful innovations. Bringing together academic expertise and industry experience, the session provided valuable perspectives on why rigorous testing is essential for innovation success. Professor Tammo Bijmolt (University of Groningen) discussed the importance of innovation and the critical role of testing. Martin Hellich (Global Head of Innovation, DVJ Insights) shared how DVJ tests innovation effectively and what really matters. Lisette Kruizinga-de Vries (Thought Leader Science & Analytics, DVJ Insights) presented a summary of the key findings from DVJ’s student collaboration on concept testing data. More information? Please get in touch with one of our consultants or write to us at marketing@dvjresearchgroup.com . Don't miss this opportunity to gain science-backed insights and practical strategies to improve your integration of Concept Testing! Also check out our other webinar concerning OOH Advertising, in co-operation with the Rijksuniversiteit Groningen to get the latest insights around this subject! Previous Next

< Back Webinar on Measuring Emotions From emotion to insight — measure what truly matters. Emotional responses are playing an increasingly vital role in brand strategy and research — but how can you be sure you're measuring them the right way? In this exclusive webinar, DVJ Insights and the University of Groningen explored the most effective methods for measuring emotions in marketing and research. The session combined academic perspectives with real-world business experience, providing attendees with actionable strategies for integrating emotional metrics into their research approach. Professor Dr. Bob Fennis (University of Groningen) shared scientific insights into how emotions can be measured reliably, while Lucas Hulsebos (CEO, DVJ Insights) presented DVJ’s experience applying emotional measurement at scale in quantitative research. More information? Please get in touch with one of our consultants or write to us at marketing@dvjresearchgroup.com . Don't miss this opportunity to gain science-backed insights and practical strategies to improve your integration of measuring emotions! Also check out our other webinar concerning OOH Advertising, in co-operation with the Rijksuniversiteit Groningen to get the latest insights around this subject! Previous Next

Idea Screener Which ideas are good enough to further develop? < Back to all solutions Contact How good is your new idea for a product or service? Is the chance of success in the market big enough? Which ideas would you want to further develop? What are the first reactions from consumers? How do I choose the best from a series of ideas? These are all important questions if you have a couple of ideas and are unsure whether to continue and with which idea. DVJ’s Idea Screener tests a large number of pre-mature ideas in a fast and efficient way. Which one is the best, and why? The Idea Screener offers insight into the potential of the different ideas by using a validated model. The model has a high predictive value and through the combination of ideas you will know exactly what to do. You will know for sure that the direction you choose has the highest chance of success. Our approach DVJ’s Idea Screener focuses on validating a large number of ideas with the most potential through a short but thorough questionnaire, where we ask consumers to evaluate multiple ideas. We validate the potential of the ideas by using the academically validated Acceptor/Rejector model. We get insight into the extent to which consumers accept ideas or reject them, which leads to more rich insights than buying attention alone. To know which ideas respondents truly find the best, we ask respondents to choose the best and worst ideas and let them explain why. We gather rich qualitative feedback which can be used in the further development of one or more promising ideas. There is an extensive benchmark available of other ideas, so the chance of success is instantly apparent. Our deliverables In determining which ideas have the most potential, consumer feedback is of great importance. But it can’t be at the expense of an agile way of working. This means that an idea screener should be carried out in a fast and efficient way. The most important results are summarised in a compact PowerPoint presentation where it is instantly clear which ideas have the most potential to be developed further. Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders. Completion of the study within 2 business days after fieldwork has ended. Your benefits Early insight into the potential of ideas to determine in which idea or ideas will be invested. Qualitative feedback is an inspiration for further development. Concrete recommendations which help implement optimisations. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Filter by: Language: Golf Tennis Swimming Basketball Track Judo English Dutch German Swedish Danish Our Brand & Communication Solutions Brand & Communication Visual Identity Test Is your new visual identity recognisable and distinctive? Button Brand & Communication Media Planning Simulator How can you optimise your media strategy? Button Brand & Communication Distinctive Assets Check What are distinctive brand assets and how should they be used Button Brand & Communication Brand Health Check What is your brand's current position in the category? Button Brand & Communication U&A Understanding Usage and Attitude using the 7 W framework Button Brand & Communication Early Stage Advertising Test Go/no-go decisions to select the best idea and advance execution Button Brand & Communication Cross Media Evaluation Measure campaign impact and each channel's contribution Button Brand & Communication Brand Research What are the growth opportunities for your brand? Button Brand & Communication Pre-test Optimizing the ad before it goes life Button Brand & Communication Drivers for Growth Analysis What are the key drivers for brand growth? Button Brand & Communication Campaign Evaluation Is your campaign capable of realising effect for your brand? Button Brand & Communication Brand Tracking Finding the growth potential of your brand Button Load more Our offices THE NETHERLANDS Herculesplein 52 3584 AA Utrecht +31 088-2345 700 info@dvj-insights.com UNITED KINGDOM GG.410 Metal Box Factory, 30 Guildford Street, Borough, London, SE1 0HS +44 2039 407 410 info@dvj-insights.com GERMANY Lerchenstrasse 28 22767 Hamburg +49 15 165 2114 info@dvj-insights.com SWEDEN Södra Brunnsvägen 70S-253 60 Ramlösa (Helsingborg) +46 4244 80614 info@dvj-insights.com DENMARK Ny Carlsberg Vej 80 1760 Copenhagen +31 088-2345 700 info@dvj-insights.com

Filter by: Language: Golf Tennis Swimming Basketball Track Judo English Dutch German Swedish Danish Our Shopper Insights Shopper POSM Testing How to drive sales in the best possible way with in store advertising Button Shopper Pack Test Understand performance of a pack in its competitive environment Button Shopper CEP Assessor Identify the most relevant Category Entry Points and activate them Button Shopper At Shelf Navigation and Optimisation Finding the best place for your pack and optimise the performance of the full shelf Button Shopper Marketing Mix Modelling How can I optimise my marketing mix for growth? Button Shopper, Strategic Study Shopper Mission Study Understanding shopper missions and linking this to your category Button Shopper Consumer Journey Consumer Journey Studies to understand the path to purchase and beyond Button Load more Our offices THE NETHERLANDS Herculesplein 52 3584 AA Utrecht +31 088-2345 700 info@dvj-insights.com UNITED KINGDOM GG.410 Metal Box Factory, 30 Guildford Street, Borough, London, SE1 0HS +44 2039 407 410 info@dvj-insights.com GERMANY Lerchenstrasse 28 22767 Hamburg +49 15 165 2114 info@dvj-insights.com SWEDEN Södra Brunnsvägen 70S-253 60 Ramlösa (Helsingborg) +46 4244 80614 info@dvj-insights.com DENMARK Ny Carlsberg Vej 80 1760 Copenhagen +31 088-2345 700 info@dvj-insights.com

< Back Out-of-Home (OOH) Advertising Webinar Out-of-home (OOH) advertising is everywhere—but how much of it is truly effective? Are your ads capturing attention, driving recall, and delivering real impact? On 18 February 2025, DVJ Insights hosted its first Academia Webinar, in collaboration with the University of Groningen, to explore the science behind successful Out-of-Home (OOH) advertising. Join Jori van de Spijker (Global Head of Brand & Communication, DVJ Insights), Maarten Gijsenberg (Professor of Marketing Dynamics, University of Groningen), and Veronica Burbulea (PhD Candidate, University of Groningen) as they break down the latest research on what makes OOH campaigns effective. This session brings together industry experts and academic researchers to discuss why OOH advertising remains a crucial part of the media mix and how brands can optimise their campaigns. Watch the recording to gain unique scientific insights and actionable learnings on how OOH advertising shapes consumer behaviour and drives brand growth. More information? Please get in touch with one of our consultants or write to us at marketing@dvjresearchgroup.com . Don't miss this opportunity to gain science-backed insights and practical strategies to improve your OOH advertising impact! Previous Next

Shopper Mission Study Understanding shopper missions and linking this to your category < Back to all solutions Contact A shopper mission study is vital for understanding how consumers shop and why, providing actionable insights to link these behaviours to specific product categories. At DVJ Insights, we help clients learn more about Shoppers and how they make decisions in a real-life setting by combining the following principles: Leverage the Best Practices from ‘How Brands Grow’ - Drawing from the principles outlined in Byron Sharp’s “How Brands Grow,” we help brands understand the importance of mental and physical availability. Learn the Category Entry Points - Analyse the different cues and triggers that lead to category purchase decisions, helping you position your brand effectively within these critical moments. Hear in the Shoppers’ Own Words - By listening to their thoughts and preferences, we uncover how they consider brands for various occasions. This information is crucial in understanding where habits are ingrained and where there is room for influence and change. Size the Opportunity - Define the Headroom for Your Brand. Our assessments include a detailed analysis of the headroom for growth within your category. Plan Your Retailer Business Plan with Shopper Evidence - We provide evidence-based recommendations that help you understand shopper needs, behaviours, and missions within. Our approach It all starts with Category Entry Points: We’ve learned that Shoppers don’t think about fixed categories and their choices and patterns are the result of an underlying need. From CEPs to market opportunities, we provide a holistic view of your brand’s potential. We have a structured approach to compare and contrast opportunities: We systematically go through the 5W’s to build a 360-degree view of the Shopper, her world and the choice process. The second step is to link CEP’s to shopper missions. By identifying the different missions that drive shopping trips—such as convenience, stock-up, or special occasions—brands and retailers can align their strategies with consumer needs. This understanding enables businesses to position their category effectively within the broader shopper journey, ensuring relevance and accessibility. We listen: Our insights are generated from deep listening to Shoppers are their buying process. It means we uncover insights that are missed when all questions use closed scales. We tell the story of the Shopper so you can share it with the retailer: We offer tailored deliverables that adapt to the category vision and retailer realities. It means we create one-pagers, story books and infographics that inspire change Our Deliverables A consumer journey study is of great strategic value and offers a large amount of qualitative and quantitative data. Our deliverables fit the needs of all stakeholders. For manufacturers we will provide a new value for each CEP: The Shopper Mission Entry Point score: We provide the quantitative evidence to compare entry points with a one-number score. We apply best-in-class methods and analytics to make sure that the manufacturers can develop a winning go to market strategy. For retailers, this study informs tailored category strategies, optimizing shelf placement, promotions, and product assortments to match shopper intents. It also helps develop differentiated approaches for each retail partner, based on their unique shopper profiles and mission priorities. Ultimately, a shopper mission study bridges the gap between consumer behaviour and business goals, driving improved category performance and stronger retailer partnerships through targeted, data-driven strategies. This makes it an essential tool for any business aiming to thrive in competitive retail environments. The most important results are summarised in a compact PowerPoint presentation where we show the different journeys and identify possible obstacles using the FUA-method. This is complemented by the rich insight into all underlying data. Our Senior Consultants add value to the workshop in the interpretation and discussion with important internal and external stakeholders. Your benefits An in depth understanding of shopper mission and how they are linked to the category entry points of consumers. Qualitative and quantitative insight into the entire shopping experience for each category. Based on academic principles and therefore easily fitted. In-depth insight into the 5 W’s and segments for concrete direction and optimisation. Clear presentations and workshops from our Senior Consultants to bring the consumer journey to life. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Campaign Evaluation Is your campaign capable of realising effect for your brand? < Back to all solutions Contact Is your new campaign able to stand out among your target group? How are the campaign creatives evaluated? On which brand KPI’s has your campaign realised impact? What can we learn from the campaign regarding media deployment and used creatives? These are all important questions to determine the strength and impact of your campaign, optimise the next flight or generate learnings for future campaigns. DVJ’s campaign evaluation provides concrete answers to these questions by using a validated research model where brand, media and creation come together. We provide insight into the extent to which the campaign stood out amongst the relevant target audience, what the strength for the campaign creative has been and if the campaign was able to affect the brand and therefore resulted in achieving the campaign goals. The Campaign Evaluation ensures companies will have more control over the effectiveness and efficiency of their marketing efforts. Our approach The foundation of DVJ’s Campaign Evaluation consists of a pre-post methodology, complemented with an exposure analyses to map out the effects of the campaign. By bringing brand, media and creation together, we provide full insight into how each type of campaign works. We make a distinction between campaign effects (recognition, advertising and message recall), brand effects (brand funnel and brand values) and creative effects (evaluation). We use an OTS-methodology to determine possible exposure to the campaign. We relate people’s media behaviour to the realised media deployment. This allows us to determine if and to what extent people have been in contact with the campaign. We carry out different statistic contribution analyses to interpret the role of each deployed channel. We offer modular add-ons to further dive into the campaigns of the most important competitors, digital performance and phasing and timing of media planning. We have an extensive benchmark available for the creative evaluation and campaign creative recognition against the media pressure. Meta-analyses on our database have proven that only 20% of campaigns is capable of realising significant effects on advertising recall. Our deliverables To meet the campaign debriefs of the media and advertising agency and implement optimisations for potential future flights of campaigns, it’s important that a campaign evaluation is carried out in a fast and efficient way. The results are summarised in a compact PowerPoint presentation where the effectiveness of the campaign is determined and possible optimisations identified using the FUA-method . Our Senior Consultants add value in the presentation in the interpretation and discussion with important internal and external stakeholders. Completion of the study within 10 business days after the post-measurement. Your benefits from Campaign Evaluation More efficient and effective campaigns. More control over the ROI of your marketing efforts. Concrete recommendations that help the media and advertising agency implement optimisations for future flights of campaigns. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Concept Test Go/no-go decision for every concept and understanding potential success < Back to all solutions Contact What is the chance your product makes it to the shelf and survives its first year? What is the strength of your new product? Which pros should be especially mentioned? What is the right way of introduction and what should the communication focus on? How can I prevent the risk of failure? These are all important questions to determine whether a product concept should be further developed and how it is best introduced to market. DVJ’s Concept Test offers insight into the potential of your new product concept by using a validated research model. The strength of the concept is both explored and validated by using different qualitative and quantitative techniques among a large sample. This provides rich insight into the market potential of the new product and gives concrete recommendations for possible optimisations. The concept can then be optimised or adjusted early, before going into production. Our approach DVJ’s Concept Test is holistic and consists of different implicit and explicit research techniques. We make a distinction between testing the underlying insight and the full concept. We gather rich qualitative feedback through our projective storytelling technique which help bring the underlying product insight to life. We validate the potential of the concept by using the academically validated Acceptor/Rejector model. We gather insight in the extent to which consumers accept the product concept. We use different diagnostic tools such as free associations, evaluation and activation statements and/or the text highlighter to understand how the concept can be further optimised and which RtB’s resonate the most. We study the extent to which the new concept is capable of outperforming the current used products. Where needed, we use additional modules to determine the price sensitivity, the optimal product range (TURF) or the Source of Volume, alongside many others. Our deliverables In the development and optimisation of new product concepts, the consumer’s opinion is of great importance. This means that a concept test should be carried out in a fast and efficient way. Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed. The results are summarised in a compact PowerPoint presentation where the market potential of the concept is determined and possible optimisations identified using the FUA method. Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders. Completion of the study within 7 business days after fieldwork has ended. Your benefits from Concept Test Insight into the potential of the full product concept to make a well-considered investment choice at an early stage. Rich diagnostics lead to new insights into the strong and weak elements of the product concept. Concrete recommendations that help implement optimisations. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Animatic Test Is the concept of you video good enough to further develop? < Back to all solutions Contact What is the strength of a video idea? Which elements resonate, and which don’t? How do you know that a certain video idea is good enough before spending a lot of money? These are important questions in the development of a video which need answering before investments are made into the production. DVJ’s Animatic Test offers insight into the potential of your new tv commercial or online video through a validated research model. By using different quantitative techniques, you will get a rich insight into how your new campaign performs, alongside concrete recommendations for execution. Tv or online video can be optimised at an early stage, increasing the efficiency of the production- and media investments. Our approach The focus of DVJ’s Animatic Test lies in validating the executional elements of the new TV commercial or online video. In order to give full insight into the campaign’s potential, we relate the animatic to the extent to which the underlying campaign insight resonates with the target group. We use a validated model to test the strength of the video, increasing the chance of success in the market. We bring the underlying campaign insight to life by using our massqual methodology where we combine different techniques. We validate the potential of the concept by using the academically validated Acceptor/Rejector model. The model gives insight into the extent to which the target audience accepts the chosen executional direction. We use different diagnostic tools such as free associations, evaluation- and activation statements and a moment-to-moment analysis to understand how your animatic can be further optimised. There is an extensive benchmark available where a good comparison can be made with other animatics. Our deliverables There isn’t a lot of time in the development of campaigns. Therefore, an animatic test should be carried out in a fast and efficient way. The results are summarised in a compact PowerPoint presentation where the animatics potential is determined and possible optimisations identified using the FUA-method. Our Senior Consultants translate the results to concrete insights and add value in the interpretation and discussion with important internal and external stakeholders, such as the advertising agency. Completion of the study within 5 business days after fieldwork has ended. Your benefits Insight into the potential of the new tv commercial or online video to make a well-considered investment choice at an early stage. New insights into how creation works. Concrete recommendations which will help you and/or the advertising agency implement optimisations. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Cross Media Evaluation Measure campaign impact and each channel's contribution < Back to all solutions Contact What is the effect of your campaign? Which media led to the biggest reach and effect? Has your new campaign been capable of standing out among your target group? How are campaign creatives evaluated and recognised? Which combination of channels can influence the target group in the most efficient way? These are all important questions to determine whether your campaign had the desired effect and how you can improve in the next campaign or flight. DVJ’s Cross Media Evaluation provides concrete answers for these questions, where brand, media and creation are connected. It offers insight in the extent to which a campaign stood out among the target group, what the strength of the campaign creative was and the efficiency and effect of the campaign to realise brand effect and therefore realise the campaign goals. The Cross-Media Evaluation contributes to more effectiveness and efficiency of your marketing efforts. Our approach The foundation of DVJ’s Cross Media Evaluation lies in a pre-post methodology, complemented with an exposure analyses to explore the synergy effects of the used channels. By connecting brand, media and creation, full insight into how each type of campaign performs becomes clear. We make a distinction between campaign effects (recognition, advertising and message recall), brand effects (brand funnel and brand values) and creative effects (evaluation). We calculate the effectiveness and efficiency of each channel to determine the best mix for the next campaign. We use an OTS-methodology to determine possible exposure to the campaign. We relate consumers media behaviour to the media deployment. This allows us to determine if and to what extent people have been in contact with the campaign. We carry out different statistic contribution analyses to interpret the role of each deployed channel and combination of channels. We focus on the campaigns of the most important competitors, digital performance and phasing and timing of media planning. There is an extensive benchmark available for the creative evaluation and the recognition of the campaign creatives against the media pressure. Our deliverables To fit the campaign debriefs of the media and advertising agencies and to implement optimisations for possible future flights or campaigns, it’s important to carry out a cross media evaluation in a fast and efficient way. Full insight into the reach of each channel and combination of channels, effects on the brand and strength of the creation. The results are summarised in a compact PowerPoint presentation where the effectiveness of the campaign is determined and possible optimisations identified using the FUA-method . Our Senior Consultants add value in the presentation in the interpretation and discussion with important internal and external stakeholders such as the media and advertising agency. Completion of the study within 2 weeks after the campaign has ended. Your benefits More efficient and effective campaigns. More control over the ROI of your marketing efforts. Concrete recommendations which help the media and advertising agency implement optimisations for future flights of campaigns. Our latest posts When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness 1 day ago Antonia Dedekind - Pandora 4 days ago What Keeps People From Investing? Understanding Investment Barriers In The Netherlands 6 days ago Contact Contact Previous Next

Filter by: Language: Golf Tennis Swimming Basketball Track Judo English Dutch German Swedish Danish Our Strategic Studies Shopper, Strategic Study Shopper Mission Study Understanding shopper missions and linking this to your category Button Shopper Consumer Journey Consumer Journey Studies to understand the path to purchase and beyond Button Brand & Communication U&A Understanding Usage and Attitude using the 7 W framework Button Shopper CEP Assessor Identify the most relevant Category Entry Points and activate them Button Shopper Marketing Mix Modelling How can I optimise my marketing mix for growth? Button Load more Our offices THE NETHERLANDS Herculesplein 52 3584 AA Utrecht +31 088-2345 700 info@dvj-insights.com UNITED KINGDOM GG.410 Metal Box Factory, 30 Guildford Street, Borough, London, SE1 0HS +44 2039 407 410 info@dvj-insights.com GERMANY Lerchenstrasse 28 22767 Hamburg +49 15 165 2114 info@dvj-insights.com SWEDEN Södra Brunnsvägen 70S-253 60 Ramlösa (Helsingborg) +46 4244 80614 info@dvj-insights.com DENMARK Ny Carlsberg Vej 80 1760 Copenhagen +31 088-2345 700 info@dvj-insights.com