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Market Sizing What is the best go to market strategy for arguments, RTB’s, communication, packaging and pricing < Back to all products Innovation initiatives drive business growth but demand careful allocation of often limited resources, particularly in areas like research and development. Organizations prioritize initiatives based on well-founded business cases that weigh expected revenues against costs to estimate profit potential. However, accurate market sizing, a critical component, can be challenging, especially when innovations create new dynamics in market structure and consumer demand. Key Challenges in Market Sizing for Innovation: Market sizing for innovations typically faces three main challenges: Data Limitations : Many innovations rely on specific prerequisites without existing data. For instance, a new indoor-climate generator may need market data on households with particular space requirements, creating a gap that complicates accurate sizing. Blurry Market Boundaries : Innovations often cross traditional category lines or create new ones, making clear market definitions difficult. A product that blends snacking and gut health, for instance, requires analysis of a new hybrid market and definition by consumer need. Market Dynamism : Market sizes often change as innovations enter the field, so market sizing must be forward-looking. What constitutes a market before launch may evolve rapidly after product entry. DVJ’s Custom Approach to Market Sizing: At DVJ, we understand the complexity and uniqueness of market sizing for innovation. Avoiding standard, one-size-fits-all approaches, we offer tailored strategies based on a comprehensive understanding of each innovation’s market potential. Our approach includes the following steps: In-Depth Scoping : We start with a thorough review of the planned innovation to ensure every relevant detail is captured, forming a strong foundation for the study. Secondary Research and Stakeholder Insights : We conduct extensive secondary research and interviews to collect existing data and generate “proxy data” as an anchor for further study, calibrating and refining the market size estimation. Representative Sample Design : We create a detailed sample framework to accurately reflect market composition, ensuring significant consumer segments are well-represented through techniques like boost samples or controlled sample exhaustion. Pre-Tested Questionnaire Development : To capture relevant data effectively, we design and pre-test questionnaires with techniques that allow respondents to answer reliably, using methods such as look-up tasks and proxy questions. Advanced Data Modelling : Finally, we apply advanced modelling methods, including multi-weighting, triangulation, and scenario simulations to provide robust and actionable market size estimates. Our Distinctive Strengths in Market Sizing for Innovation Our market sizing approach combines three essential capabilities that make DVJ Insights a reliable partner for innovation-led businesses: Expertise in Market Sizing : Our deep experience in market sizing and innovation ensures reliable project leadership and dependable results. Technical and Methodological Proficiency : From advanced primary research to complex data modelling, our team has the skills needed for accurate, reliable outcomes. Strategic Synergy and Insight : Beyond market sizing, we identify additional research opportunities that enhance the broader innovation process. We recognize that market definitions can expand with innovation, helping clients maximize resource efficiency and market impact. DVJ’s approach provides critical insights for informed innovation planning, ensuring your initiatives are supported by precise, actionable market data to optimize success in new or evolving markets. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

Idea Generation Selecting the best idea and understand possibilities to optimize < Back to all products How do you come up with ideas for a new campaign or product? With which ideas can you expand your brand’s domain? How do you develop a big idea for the newest advertising campaign? These are all important questions if you want to know where you’re heading with your work, but are looking for concrete links to innovation and communication. DVJ’s Idea Generation study explores and tests a large number of ideas in a fast and efficient way. With qualitative research on a small-scale, you only reach a few insights, but nothing beats letting a large group of people work for your brand to develop as many ideas as possible. The study mostly consists of storytelling and free associations, and through the large sample, lots of ideas are generated. It’s the ultimate way of letting your target group speak up at an early stage. Our approach DVJ’s Idea Generation study is fully focused on exploring a certain theme among a large number of consumers. We use different qualitative techniques which we apply on a large scale among a relevant target audience. We gather rich qualitative feedback with our projective storytelling technique which helps determine to what extent the underlying insight resonates. We base consumer feedback on your own brand positioning or brand thought; we let the consumer and client speak. We use visual research techniques to bring the theme to life and deliver direct input for further development. We use a large sample ensuring room for exploration and inspiration, but ideas can also be tested at this stage. Our deliverables In determining the ideas with the most potential, consumer feedback is of great importance. An idea generation study is carried out in a fast and efficient way and fits the development process. The output fits all different target groups in the organisation: A full storybook that can become the basis of innovation and communication. Experience has taught us that everyone in the organisation wants to see and read the book. Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed. Results are explained in a workshop by a Senior Consultant, where we explore concrete development directions. Completion of the study within 7 business days after fieldwork has ended. Your benefits from Idea Generation Your brand story or positioning is brought to life by consumers and clients in their own words. Rich qualitative feedback is an inspiration for further development carried out among a large-scale and representative sample. The possibility to explore and develop lots of ideas, but also validate insights directly. Inspiring workshop session by a Senior Consultant. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

Explore DVJ Insights BV's terms and conditions, covering everything from market research assignments to confidentiality, intellectual property, and secure data storage. Designed to ensure transparency, privacy, and compliance with Dutch law, with clear guidelines on client obligations, parental consent, and dispute resolution. Terms and conditions Terms and conditions DVJ Insights BV 1. General terms 1.1 These general terms and conditions apply to every offer and / or quotation and / or assignment and / or agreement to carry out market research in the broadest sense of the word, hereafter referred to as “Assignment”, between the at the association with full Jurisdiction MarktOnderzoekAssociatie.nl affiliated market research and / or selection agency, hereinafter referred to as “Contractor”, and the (potential) client, hereinafter referred to as “Client”. 1.2 Deviations from these conditions can only be agreed in writing and only apply to the Assignment to which they are explicitly declared applicable. Any general terms and conditions of the Client do not apply unless the (partial) applicability thereof in addition to the applicability of these conditions is agreed in writing between the parties. 1.3 If one or more of the provisions in these general terms and conditions are invalid, in violation of the law or otherwise unenforceable, this shall not affect the validity of the other provisions. Parties will negotiate in good consultation on a new provision to replace the invalid or unenforceable provision, which follows as much as possible the scope of the invalid or unenforceable provision. 1.4 Each Assignment takes place with observance of the Code of Conduct for market research and Statistics. Assignments will never conflict with mandatory provisions of the international ICC / ESOMAR code of conduct. 1.5: Information transport. Communication is always in writing via email. Even if communication takes place in other ways of communication, this will be confirmed by email. 2. Research briefing 2.1 The Contractor must adequately inform itself of the objectives of the Client with the Assignment. 2.2 Research proposals from the Contractor are based on the information provided by the Client. The Client warrants that he has provided all essential information for the design and execution of the Assignment to the best of his knowledge. The Client also guarantees that it is entitled to use all data provided to the Contractor, including address material, for market research. 2.3 All information provided by the Client to the Contractor in the context of the research, including the information during the research briefing, is strictly confidential and the Contractor is obliged to confidentiality. This confidentiality obligation also applies if the Contractor has received information from the Client and the Contract is not given to the Contractor. 3. Research proposals and quotations 3.1 All research proposals and quotations from the Contractor are without obligation. An Assignment is made official as soon as the Contractor has confirmed the Assignment in writing after having reached agreement about the research proposal or has started carrying out the research with the knowledge of the Client. 3.2 The Contractor may charge costs for making a research proposal, provided this has been agreed with the Client in advance. 3.3 If the Client has submitted an application to more than one (potential) Contractor for the submission of a research proposal, the Client is obliged to inform all (potential) contractors about the number of applications. If the Client does not fulfil this obligation and no assignment is given to the Contractor, the Client shall owe all costs incurred by the Contractor linked to making the research proposal. 3.4 The rates and costs offered by the Contractor cannot be increased during four months after the offer, unless the research cannot take place within the period stated in the research proposal due to the Client’s fault or the Contractor reserves the right of increase. The amounts stated in the offers are always excluded of sales tax. 4. Liability 4.1 The Contractor will execute the Assignment to the best of its knowledge and ability. This obligation has the nature of a best effort’s obligation, unless otherwise agreed in writing. 4.2 The Contractor is liable for any shortcomings in the performance of the Assignment, insofar as these are the result of the Contractor’s failure to observe the care and expertise that may be relied upon. The liability for the damage on that account is limited to the amount of the compensation received by the Contractor for its activities in the context of the Assignment. 4.3 Any claims by the Client must be submitted within one year after the discovery of the damage, failing which the Client has processed its rights. Any liability of the Contractor for any consequential damage suffered by the Client is excluded. Consequential loss is understood to mean, among other things, all damage resulting from any use of research results by the Client or third parties, and against Client’s claims against such third parties, the Client shall indemnify the Contractor. 5. Delivery time and planning 5.1 Agreed delivery times are not binding in the event of delay due to unforeseen circumstances that are related to interim changes in the Assignment or other circumstances with which neither the Contractor nor the Client, in the conclusion of the agreement, reasonably required to take into account. If the Contractor anticipates a delay, he will immediately inform the Client thereof. 5.2 If the Client wishes to make a change in the agreed time schedule, the Contractor will cooperate, provided that the Client discusses this with the Contractor in good time and furthermore on the condition that, depending on the circumstances of the case in question, this cooperation can reasonable be required from the Contractor. If the Client deviates from the planned fieldwork data, the Contractor is entitled to charge the Client for the costs resulting from the change desired by the Client in the agreed time schedule. Unless a different agreement has been made in writing about the following term, the Client shall at all times have to report any deviations in the agreed time schedule at least ten (10) working days before the planned starting time of the field work. If the Client does not comply with this period, the Contractor is entitled to full payment of the fee agreed for the fieldwork. Any replacement income will be deducted from this reimbursement. 6. Changes / additional work 6.1 If the Client wishes to make changes to the structure and / or content of the research, the Client shall consult with the Contractor in a timely manner. The Contractor will cooperate with the desired changes, provided that this can be reasonably demanded of the Contractor and about the costs that can reasonably be charged extra, or can reasonably be deducted, agreement is reached. 6.2 The Contractor is never permitted to make changes to the agreed structure and / or content of a research without the Client having consented to this. 6.3 If the Contractor must perform more work than is provided for in the research proposal on which the Assignment is based, he will consult with the Client about this. The additional work to be performed by the Contractor will be at the expense of the Client, unless the necessity of performing this additional work is caused by the Contractor’s negligence or because the Contractor has made a wrong estimate or the work in question could reasonably have been foreseen. The level of the fee involved with the additional work will be determined by the parties. 7. (Interim) termination of the Assignment / suspension and dissolution of the Assignment 7.1 If as a result of a cause attributable to the Contractor the Assignment is not performed in accordance with the underlying research proposal, the Client shall give the Contractor written notice of default and the Client shall, with observance of a period of seven (7) days, inform the Contractor of the opportunity to still execute the Assignment properly. The Client is only then not obliged to give the Contractor the opportunity to do so, if this cannot reasonably be required of the Client. Additional costs that the Contractor must make after being in default are not eligible for compensation. Only if the shortcoming of the Contractor continues after notice of default, the Client is entitled to cancel the Assignment. 7.2 If as a result of a cause that the Client can be attributed, the Contractor has not been able to execute the Assignment or has not been able to execute it in accordance with the research proposal on which it is based, the Contractor will give the Client written notice of default with observance of a term of seven (7) days. and offer the Client to execute the Assignment, unless this cannot reasonably be expected from the Contractor. The extra costs incurred by the Contractor in this connection will be borne by the Client. If the Client does not make use of the offer, the Client shall be obliged to compensate the Contractor for the damage suffered as a result of the non-performance of the assignment. The Contractor is entitled to dissolve the Assignment without notice of default and / or to suspend the performance of the Assignment, if the Client does not, not timely or not properly fulfil his obligations towards the Contractor. 7.3 If the Contractor or the Client becomes bankrupt, (temporarily) applies for suspension of payment or discontinues the business, the other party has the right to terminate the Assignment with immediate effect. 8. Payment terms 8.1 The rates stated in a research proposal and / or quotation include travel and accommodation costs, unless stated otherwise. Costs that the Contractor can charge to the Client must be specified by the Contractor on request. 8.2 Payment must be made within thirty (30) days after the date of the invoice, unless otherwise agreed. After this date the statutory interest will be charged. In the event that the Client fails to fulfil one or more obligations towards the Contractor, all reasonable costs incurred in obtaining payment out of court will be charged to the Client with a minimum of 15% of the claim. The Client is not entitled to suspension and / or settlement of obligations towards the Contractor. 9. Intellectual property 9.1 All rights (including the copyright) on the following (research) material remain with the Client / are transferred to the Client: a. Questionnaires, instructions, specifications, data files and other information provided by the Client that have been provided by the Client; b. the outcome of the market research – in the form of reports, advice etc. – if the Assignment concerns customized research, provided that the Client has fully paid the amount owed to the Contractor in respect of the Assignment. In this context, customized research is taken to mean all market research activities, both qualitative and quantitative, that are carried out specifically or solely for the Client. 9.2 The Contractor is not permitted to give (any part of) the material referred to in Article 9.1 to third parties without the Client’s consent. 9.3 All rights, including copyright, are vested in the following research material and remain vested with the Contractor: a. Research proposals, cost statements, quotations and such; b. all research material produced by the Contractor, such as models, techniques, questionnaires, instruments and software; c. the outcome of the market research in the form of reports, advice and the like if the Assignment concerns multi-client research. In this context, multi-client research means all market research activities, both qualitative and quantitative, that are carried out in the context of research, insofar as the data of and / or for more than one Client are available. 9.4 The Client is not allowed to bring (any part of) the material referred to in Article 9.3 to the knowledge of third parties without the permission of the Contractor. The client can use the material in question in article 9.3 sub c. to reproduce for internal use. 10. Damage to or by test material 10.1 All damage that occurs to test material made available by the Contractor to the Contractor is at the expense of the Contractor unless this damage is caused by factors that are beyond the control of the Contractor. 10.2 All damage caused by (the use of) test material made available by the Client to the Contractor is at the expense of the Client, unless this damage can be attributed to intent or gross negligence of (the personnel of) the Contractor. The Client indemnifies (the staff of) the Contractor against claims that third parties may have in this respect. 11. Force majeure 11.1 If the Contractor is prevented from fulfilling his obligations due to force majeure, the Contractor will immediately inform the Client of this and enter into consultation with the Client. The Client will cooperate with the desired extension of the period, provided this can be reasonably demanded of the Client and about this and about the costs that can reasonably be charged extra, or that are deducted in reason, agreement is reached. 11.2 If due to force majeure the execution of the Assignment is delayed by more than three (3) months, both the Contractor and the Client are entitled to consider the Assignment as terminated. In that case, the Contractor is only entitled to compensation for the costs incurred by him. 12. Storage period DVJ Insights BV uses a storage period of at least 2 years (24 months) of research materials. All materials for the research that are delivered by the customer are stored on the secure server of DVJ Insights BV. 13. Parental consent participants survey In addition, we explicitly state that children up to the age of 16 are only allowed to participate in research, this concerns the collection of data directly with these children, when there is supervision by the legal representative or the legal representative has agreed in advance unless a child participates in secondary education. Occasionally it happens that when research is carried out in the fifth class of secondary education, a 15-year-old occurs. In this case, the requirement of supervision or consent does not apply to such a 15-year-old in this specific circumstance. Young people from the age of 16 are expected to be able to oversee sufficiently and understand the purpose of research. When someone under the age of 16 wants to become a member of the DVJ panel, parents are nevertheless asked for consent. If it becomes clear during the process that someone is under 18 (without this being clear in advance), the respondent will be put on inactive until he/she can prove that he/she has reached the age of 18 years. Parental consent is stored in a data point in the Kinesis Panel. 14. Confidentiality and exclusivity 14.1 The parties are obliged to maintain secrecy towards third parties who are not involved in the execution of the Assignment, regarding all confidential information that they have received from each other or from another source within the context of the Assignment. Information is considered confidential if this has been communicated by the other party or if this arises from the nature of the information, but in any case the information as referred to in Article 2.3 of the general terms and conditions. 14.2 The client is obliged to guarantee the privacy interests of the respondents. The Client is only entitled to use the research results obtained after the market research for statistical or comparative purposes, provided that these results cannot be traced back to individual respondents. The Client and the individual respondents will nonetheless be free to make deviating agreements in consultation with this provision. 14.3 If these general terms and conditions apply to an Assignment by the Client to a selection agency, then the Client is not permitted to include the respondents made available by the selection office in their own file, or to approach the respondents, for what purpose also, in a different way than via the selection office. 14.4 In the event of violation of the provisions referred to in this article, the Client will owe the Contractor an immediately payable fine of ten (10) times the agreed fee for the Assignment, without prejudice to the right of the Contractor to claim compensation. 15. Transfer of rights and obligations The Client is not entitled to transfer the rights and obligations arising from the Assignment entirely or partially to third parties, unless with the written permission of the Contractor. 16. Remaining provisions 16.1 The Client shall never be entitled to settle an obligation, payable or not, on his part with an obligation of the Contractors towards the Client. 16.2 All legal claims of the Client against the Contractor on the grounds of an Assignment or the law become prescribed after one year after the limitation period has commenced in accordance with the statutory rules. 16.3 Contractor is authorised to make changes to the general terms and conditions. These changes take effect on the announced time of entry into force, except in respect of Assignments agreed before that date. The Contractor will timely send the amended General Terms and Conditions to the Client. If no time of entry into effect has been communicated, changes to the Client will take effect as soon as the change has been communicated or made known, except in respect of Assignments agreed before that date. 17. Applicable law and disputes Only Dutch law applies to all Assignments between the Client and the Contractor. All disputes, with the exception of disputes to the knowledge of which the MOA Disputes Committee on the quality of market research (as referred to in the Disputes Regulation for market research of the MOA) is competent, which may arise as a result of or connected with the execution of (an) Assignment. (and) between the parties are settled by the competent court in the place of establishment of the Contractor, unless the Contractor may choose to submit the dispute to the District Court in the place of establishment of the Client.

Marketing Mix Modelling How can I optimise my marketing mix for growth? < Back to all products How can you optimise your marketing mix? Which activity helps you grow? How can you use data as effectively as possible? How can I optimise my marketing mix for growth? These are all important questions which relate to finding the right combination of resources to realise growth. Marketing Mix Modelling at DVJ is more than just a statistic analysis. Naturally, it’s based on advanced statistics to estimate the impact of different marketing tactics on revenue, and therefore predict the impact of future tactics. Unique to DVJ’s approach is that we use new and better ways to connect different resources, making the predictive value higher and the efficiency of the analysis better. Our approach DVJ’s Marketing Mix Modelling project consists of different steps which together lead to recommendations on the distribution and deployment of resources. The project is based on academically validated principles, ensuring high predictability. The study is suitable for optimising the advertising mix and promotion tactics related to revenue or profit. In addition to the allocation of resources, the total investment must be added. Distribution of resources is only relevant when efforts show returns. An Marketing Mix Modelling project consists of a couple of steps which are carried out simultaneously, including the evaluation of all historic data and relations, the development of a predictive model and the development of a planning tool for future campaigns. Our deliverables An Marketing Mix Modelling project is of great strategic value and will, next to a lot of new insights, provide practical tools that can be used to plan better. Review of historical data by using multiple complex statistics translated to practical insights. Determining the optimal mix of all resources. We can delve deeper into every channel. Next to the distribution of resources, we also provide an optimal range for all resources combined. An actionable tool where each media plan can be uploaded and calculated. Possibilities to easily finetune a plan and therefore work towards the best strategy for each plan. Our Senior Consultants add value in the workshop in the interpretation and discussion with important internal and external stakeholders. Your benefits Insight into the size and optimal mix of marketing resources to realise growth. The starting point is securing more sales and revenue. By using a unique planning tool, maximum return is achieved from every media investment. We look at all marketing resources with a direct link to sales or behaviour. Always a maximum ROI of all efforts. The unique addition of KPIs that integrate all efforts. This takes into account the operation of each channel, the memory and the strength of the creation. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

DVJ Insights is a global marketing research agency helping brands grow with innovative solutions. With 120+ experts across Europe, we deliver actionable insights driven by academic and practical expertise. We believe research is about listening DVJ Insights is a full-service global marketing research and analytics agency. We help our clients understand how to realise brand growth through our innovative research products and work with many national and international clients. About Us The new DVJ Insights originated in 2015 and has become an ambitious, innovative, and fast-growing marketing research agency located in the UK, Germany, Spain, The Netherlands, Sweden, Denmark and Norway. We work with over 120 people in different locations in Europe for many clients from all over the world. Our approach is truly global but takes into account the local lenses of each region. The company is fully privately owned, which means it is independent in realising its ambition of becoming the best agency and the best place to work. The team is characterised by passionate researchers and consultants who work hard every day to do everything just a little bit better, step by step. With more than fifteen nationalities and many different backgrounds, our employees are as diverse as our clients. A Growth Story of Quality, Ambition, and Innovation Listen to our podcast with Marketing Intelligence Network, where our CEO, Lucas Hulsebos, discusses the growth story behind DVJ Insights. From a small local specialist to a global agency in market research, Lucas shares his ambitions for not only making DVJ the best company in the world, but also the best place to work, and how all decisions are measured against this ambition. You’ll also learn more about DVJ’s clear focus on quality and added value, our view on AI in market research, and how our holistic approach helps brands make better, evidence-based decisions. Our Vision DVJ Insights was founded with a strong commitment to growth and research that only can be realised if you are committed to conduct the best research possible. Becoming the best agency in the world comes by a true focus on quality, added value and passion and commitment towards our clients. The true meaning and the vision of the company is reflected in the 3 letters it stands for. D (Data Quality) : The quality of market research and advisory services is increasingly under pressure. For us, quality is crucial – from processes and questionnaires to panel management, reporting, and consultancy. We continuously strive to enhance our products and services to uphold this standard. Our way of working is based upon putting quality always on the first place. V (Value Added) : Delivering true added value is essential. How do we transform data into actionable information, and how does that information create value for our clients? We apply structured principles, drawing on the expertise and experience of our consultants, to ensure every insight adds tangible value. This is combined with holistic approaches so we always can decompose every problem. J (Passion and Joy) : Passion and joy are fundamental in understanding our clients’ needs and fully dedicating ourselves to finding the best solutions. Our team is made up of committed professionals who are eager to share their insights and experiences with the broader market. Our promise to clients is built on active listening – to clients, the market, consumers, and academia. This approach is embedded in our working methods and collaborative efforts, enabling us to develop meaningful solutions that genuinely support business growth. Our Ambition Our ambition to become the best agency in the world can only be realised if you create an environment that is evaluated as the best place to work. Being the best place to work is a result of creating and living around 4 core values: Willingness to Succeed : The ambition that we all share is to focus on quality and added value and to really make a difference for our clients. With a growth mindset, we constantly try to do something better than we did this yesterday. Innovation and learning come with small steps but are a continuous process. Responsibility : Ownership is at the core of our culture. We go beyond individual roles, working collaboratively to achieve team and business objectives. We honour commitments and always follow through. At the same time, we empower others, focusing on support rather than control. In every project we take this responsibility and make sure our clients are fully served. We ask from clients to give us that responsibility. Positivity : We maintain a positive approach in our communication and collaboration. This outlook extends to both internal and external interactions, where we actively seek solutions together. We expect and encourage the same constructive mindset from our clients and partners, and we remain open to giving honest feedback when values differ. Knowledge and Passion : We are dedicated to staying at the forefront of our specialties, avoiding jargon in favor of clear, informed communication. We continuously read, create, and share valuable insights to ensure our expertise remains both current and impactful. Our Brand Growth platform is a perfect example of how we collect and share knowledge with our clients. The focus on these four values makes us a fast-growing company that meets up to the expectation that our clients have. We also believe that these are the reasons why DVJ and the people at DVJ are awarded for so many prices. Growth Figures Since 2015, DVJ Insights has shown unique growth figures of more than 20% annually for already 10 years. The vision is based on a strong link to practice and science, but from the mindset to help companies grow. DVJ has been recognised for it’s unique performance with 7 FD Gazelles, 3 Gazelles international, being market research company of the year, best researchers of the year, best data analytics people, marketing company of the year and awarded for innovative approaches by MWG, MRS, BVM, MOA in different European markets.

Discover DVJ Insights' consumer insights-driven research services to boost brand growth and optimize communication strategies. Brand & Communication Research To support our clients, we developed a holistic Brand Reality Framework based on insights from our Brand Growth Platform. It incorporates key scientific models, including Category Entry Points from the Ehrenberg-Bass Institute, Daniel Kahneman’s Systems 1 and 2, "Moment of Truth" frameworks, and Jenni Romaniuk’s work on distinctive brand assets. This is further enhanced by insights from interviews with over 100 CMOs from leading brands. Four Pillars of Brand Strength We have identified 4 pillars of brand strength. It is not a rigid model that only follows one direction but takes the different dynamics that brands face into account. Furthermore, the Brand Reality Framework can be tailored to the needs of each brand by: 1) Allowing room for differences between categories 2) Linking results and insights to broader market dynamics 3) Linking it to different data sources including sales. The differentiating factor of this framework is not what we measure, but how we measure it. Here we see most room for improvement compared to other frameworks. Tailored Research Approaches for Brand Growth To help brands grow and continuously monitor their progress, we’ve developed a range of research approaches tailored to different business objectives: Our implementation method, Mass Qual, blends storytelling and free associations with behavioural insights and category usage data. By conducting this research with large, representative samples, we ensure results are not only statistically robust but can also be directly tied to market volumes. Driving Brand Growth Through Communication Communication is an important growth driver and therefore directly linked to our brand growth approach. Communication with consumers and customers takes many forms—advertising, packaging, in-store strategies, and more. At DVJ, we believe research should directly support decisions at pivotal "go/no-go" moments, ensuring alignment with your communication objectives and process. Our Communication Reality Approach is designed to meet this need, with a focus on actionable insights and measurable outcomes: 1 Each phase of the communication process requires tailored research stimuli. That is why we have developed solutions for every stage. We employ a combination of methods and techniques best suited to the specific phase, avoiding a one-size-fits-all approach. The core is the same for each stage, but new and innovative techniques are developed based upon the development stage of the stimulus. 2 Capturing and sustaining consumer attention has become one of the most significant challenges for advertisers. DVJ has developed innovative direct and registration techniques to measure attention authentically, ensuring communication is engaging and impactful. We do not believe in the principle of Forced Exposure and have developed a new approach where AI is fully integrated to understand attention and cognitive demand. 3 Evaluation looks at functional and emotional responses. We have developed a series of tools bases upon implicit, explicit and projective techniques that understands all dimensions of response. We have created a full framework of responses that is based upon the latest academic insights on how people process advertising. It takes into account the challenges of each channel. Quantitative KPIs are integrated into each phase, enabling clear "go/no-go" decisions. Supplemental tools further identify areas for optimisation, refining strategies to maximize effectiveness. We collaborate closely with advertisers and agencies to pinpoint necessary adjustments and improvements. By providing better research solutions, we deliver greater value for your investment. DVJ studies offer high predictive value, translating into real-world impact and measurable improvements in the market. Pre-testing of ideas Go/no-go decisions to select the best idea and advance execution Pre-testing of final ads Optimising the ad before it goes life Reality Analytics Following brand and campaigns by continuous tracking Understanding DBA's What are distinctive brand assets and how should they be used Cross Media Campaign Evaluation Measure campaign impact and each channel's contribution Our Top Solutions

< Back Client Consultant (Germany) Job Type Full Time Workspace Hamburg Hybrid Apply Now We are looking for Client Consultants to join our fast-growing agency! Who are we? DVJ Insights is an ambitious, innovative and award-winning marketing research agency located in the Netherlands, the UK, Sweden, Denmark, Norway, Germany, and Spain with the ambition to be the best global agency for brand growth. We add value by helping our clients to better understand consumer behaviour, improve their brand positioning, realise more successful product introductions, and increase the effectiveness of their media campaigns. At DVJ Insights, over 100 passionate colleagues work at 7 different locations and for (global) clients like Philips, Samsung, Rituals, Bol., Cloetta, Domino’s, Lidl, Rabobank, Paramount, and Unilever. We are an informal, dynamic, and passionate team, always aiming to deliver quality and value. We believe that everyone at DVJ contributes to our growth, which is why we think it is extremely important to invest in the personal development of our employees. Next to our work, we like to celebrate our achievements and have fun together by regularly organising team activities such as dinners, pub quizzes, and parties to make sure everyone feels included and appreciated. What will you do as a Client Consultant? As part of the Consultant team, you help to build the further growth of DVJ Insights in all markets. Managing and growing existing clients, finding, and retaining new clients by being their trusted advisor are your primary tasks. As a Client Consultant, you are very commercially driven, and your knowledge and expertise in research and marketing are outstanding. You easily translate client questions into a research proposal, and you use the results of this research to give advice and inspire our clients. It goes without saying that you keep up with the latest developments in the field. Specifically : Lead the client relationship and become their trusted advisor through consistent and value-driven partnership Translate business and marketing questions into clear, actionable research proposals that reflect client needs and DVJ’s solution portfolio. Develop and maintain a strong named client list using both your network and DVJ's existing base Drive business development by creating and sharing content, conducting BG interviews, and co-creating thought leadership with clients Deliver compelling presentations and client workshops with clear, visually strong recommendations. Collaborate with Research Experts according to the DVJ Way of Working (based on vision document ‘DVJ WoW’) and collaborate with the Expert Board. What do we offer? A fun, versatile and challenging job at an innovative, successful market research agency, with offices in the Netherlands, the UK, Sweden, Denmark, Norway, Spain and Germany. An international organisation where you can play a significant part in the success of the business, with a role where you get the chance to learn and develop your career. All in an open culture and pleasant work environment: An innovative and dynamic work environment, including weekly inspiration and knowledge sessions for the entire company Working with the best people in the field in a passionate team with professionals Working for amazing national and international brands and clients A competitive salary and employment conditions (27 paid vacation days, a powder day and your birthday off, the opportunity to work from abroad for three weeks per year, travel allowance and pension) The job position is in Hamburg, but there is flexibility to partly work from home as well We aim to encourage and support everyone to prioritise their well-being and physical activity, so you receive a monthly allowance that covers part of your costs. What do you bring in? You have: A minimum of 7 years’ experience in marketing, communication and research with a client, intelligence, or consultancy agency Experience with the role of trusted advisor. This means expertise and substantive knowledge, combined with excellent account management A relevant network. You have proven that clients trust and appreciate you Used to working with targets and goals You have a passion for the research profession, and you know how to convey this to others You are decisive and curious Good command of the German and English language (verbal and writing) You have experience working with companies from all over the world. Your knowledge and network are in line with this. Do you have any questions? If you have any questions about this position, please send an email to Martin Hellich, Market Lead Germany, at martin.hellich@dvj-insights.com Already convinced? Do you have the ambition to grow just like DVJ Insights, to work for amazing brands in Germany and beyond, and do you want to be part of an ambitious and innovative team ? Apply by sending us your motivation and CV via mail to applications@dvjresearchgroup.com . Please mention the position and country in the title. Apply Now

U&A Understanding Usage and Attitude using the 7 W framework < Back to all products What is the position of your brand compared to competitors when it comes to usage and attitude? What are your distinctive assets and how do you distinguish your brand from competitors? Which CEP’s does your brand have and which are the most relevant when it comes to volume? What are the growth possibilities within the domain? These are all important questions to really understand the position of your brand, the attitude towards your brand and the way your brand is used, and determine how to grow further. In DVJ’s U&A study we answer all these questions and help your brand grow further. The study is based on known academic principles of Ehrenberg Bass and Kahneman. The results are brought to life and can be used for a further description of the consumer and determine the growth direction of your brand. Our approach DVJ’s U&A is holistic and consists of different implicit and explicit research techniques. The research is based on academic principles from Ehrenberg Bass (How Brands Grow) and Kahneman (System 1 and 2). We validate and explore the most important CEP’s by focusing on the 5 W’s which play a role in the usage and attitude of brands in the category. We study the drivers and barriers of purchase decisions in the category by using validated techniques such as our Decision Tree technique and free associations. We analyse different customer or buying groups to identify the biggest growth chances and determine the most important Distinctive Brand Assets of your brand. Our deliverables A U&A Reality study is of great strategic value and provides a large amount of qualitative and quantitative data on the 5 W’s (Who, What, When, Why and How). Our deliverables fit the needs of all stakeholders in an organisation. The 5 W’s are linked to the CEPs of the category and the DVJ growth matrix. Extensive kick-off session with a review of existing studies and integration of all sources in the delivery of the report and workshop. The most important results are summarised in a compact PowerPoint presentation where we show the dynamic of your brand in the category and identify the most important growth opportunities using the FUA-method . Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed. Our Senior Consultants add value to the workshop in the interpretation and discussion with important internal and external stakeholders. Your benefits from U&A Qualitative and quantitative insight into the dynamic of your brand in the market. In-depth questions add value in determining the CEPs where your brand can grow, and which Distinctive Brand Assets have the most impact on your brand. All qualitative and quantitative results are available in a portal. Clear presentations and workshops by our Senior Consultants to realise growth for your brand. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

POSM Testing How to drive sales in the best possible way with in store advertising < Back to all products Testing point-of-sale (POS) material is crucial for optimizing its effectiveness in driving sales and influencing shopper behaviour at the critical "moment of truth"—the point where purchase decisions are made. High-performing POS materials can capture attention, communicate key messages, and motivate shoppers to choose your product over competitors. Without testing, brands risk deploying materials that fail to resonate or even confuse shoppers, resulting in lost opportunities. Testing provides insights into what works, from design and messaging to placement and visibility. It ensures that the materials align with shopper preferences and the specific retail environment. By identifying the most impactful POS elements, businesses can maximize sales conversions and enhance brand recall. Moreover, data-driven optimization of POS materials builds stronger relationships with retailers by demonstrating a commitment to joint success. Ultimately, testing POS materials ensures that they effectively influence shoppers, turning intent into action at the shelf. Our approach DVJ’s holistic model consists of a unique combination of behaviour registration with implicit and explicit question techniques and leads to full insight into how each campaign creative works. We combine fundamental ‘shopping behaviour and advertising laws’ into account which are related to the way people do shop and pay attention to their environment. We focus on the willingness to watch and place the new campaign creative in a realistic context of other creatives within the same ‘Umfeld’. This means that we use the in shop environment as the context for each test. We give respondents the opportunity to decide how long they are willing to give attention to each creative, with real behaviour instead of forced. It is the same behaviour people have in store. We offer unique insight into the extent to which a creative can communicate the brand and message. This therefore, has a high predictive value. We even link the performance to a sales uplift score based upon our validation tests. We use different diagnostic tools such as free associations, evaluation and activation statements, moment-to-moment evaluation or online eye tracking to understand how a creative can be optimised. We compare the results with our benchmark, where we focus on the top 20%, because we know that average results lead to limited in-market impact. Our deliverables There isn’t a lot of time between the completion of the campaign material by the advertising agency and the moment the campaign goes live. This means that a pre-test should be carried out in a fast and efficient way. A comparison to a benchmark for each medium type, with the option of either the average or the top 20%. The most important results are summarised in a compact PowerPoint presentation where the potential of the campaign creative is determined and possible optimisations identified using the FUA-method. Our Senior Consultants add value to the presentation in interpretation and discussion with important internal and external stakeholders such as the advertising agency. Completion of the study within 48 hours after fieldwork has ended. Your benefits Understanding the creative impact of POSM and the possible sales impact. More efficient and effective campaigns and ways to optimize results New insight into how creations work and how this is linked to sales. Concrete recommendations that help the advertising agency implement optimisations. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

Shopper Mission Study Understanding shopper missions and linking this to your category < Back to all products 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. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next

Global Head of Brand & Communications Jori van de Spijker A natural storyteller, Jori helps advertisers succeed in today's medialandscape by turning consumer insights into compelling stories that inspire marketeers and fuels the creative- and media strategy. Languages: Dutch, English About Jori Recent Presentations Topics Book Jori About Jori van de Spijker Global Head of Brand & Communications, DVJ Insights Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights and a leading figure in the field of brand research and communication. With deep expertise in media, advertising and brand strategy, Jori works with both global and local brands to deliver insight-driven solutions that support long-term brand growth. At DVJ Insights, he leads the development of the company’s brand and communication offer, helping clients adapt to changes in the media landscape and improve their brand’s mental and physical availability. Jori has a strong passion for research and is particularly interested in topics such as digital transformation, consumer psychology, the role of new media in the marketing mix and innovation. He is also a member of the Board of Advisors at SWOCC, where he helps connect academic research with marketing practice. In 2021, Jori was named Insights Professional of the Year by the MOA in the Netherlands. He is a recognised thought leader in the industry and often shares his knowledge through speaking engagements, articles and advisory work. His contributions reflect a strong commitment to advancing the field of brand and communication research with a balance of creativity, strategic thinking and scientific depth. On stage: insights we've shared live At DVJ Insights, we don’t just study the market—we help shape it. Our team regularly shares fresh thinking on shopper behaviour, retail media, and the power of creativity through keynote presentations and expert talks. Below are glimpses into some of our most recent sessions that challenged assumptions and inspired action. Winning at Retail Media: Unlocking the Creativity Multiplier Presented at: Retail Media Day 2025 Key highlights: Why measuring the true impact of in-store media remains complex, and how new technology is helping brands close the gap Case studies that reveal how exposure to digital POSM directly increases sales The Creativity Multiplier: Ads with strong creative deliver up to 2.5 times more sales impact Insights on the effects of time of day, number of exposures, audio use, and promotional tie-ins A validated framework for testing creative strength using real shopper behaviour and in-context exposure Request this talk “Retail Media is a must-win bet for brands to stay relevant. The closer we get to the point of purchase, the more we need to understand how creativity drives sales.” — Jori van de Spijker The Era of Gen Z: Change of Consumer Behavior Presented at: MARUG Conference 2025 Key highlights: Why Generation Z is rewriting the rules of brand engagement and consumer loyalty How values like authenticity, diversity, and social responsibility shape Gen Z’s decisions The impact of Gen Z’s expectations on the future of work, with new demands around flexibility, purpose, and company ethics Why traditional marketing no longer works: how brands must adapt to a data-driven, content-saturated digital world Examples of companies successfully connecting with Gen Z through inclusion, micro-influencers, and real-time social commerce Request this talk “Gen Z is not just another segment. They are a movement. Brands that want to stay relevant need to deeply understand this generation’s mindset, motivations, and expectations.” — Jori van de Spijker Succeeding at Retail Media Presented at: Dentsu Netherlands, September 2025 Key highlights: Retail Media isn’t new, but its complexity is. The session unpacked what makes Retail Media unique, highlighting its rapid rise, the shift in budget allocation, and why it’s often misunderstood as “just another channel.” Four core challenges, one clear opportunity. From measuring ROI to navigating fragmentation, DVJ presented the four key hurdles brands face—and how a solid measurement framework turns Retail Media into a long-term value driver. The need for structure in a growing chaos. With insights drawn from DVJ’s work across retailers, advertisers, and media platforms, Jori demonstrated how structure, standardisation, and clear KPIs can bring clarity to an otherwise scattered landscape. Retail Media Quiz: learning through engagement. The session wrapped up with an interactive quiz, turning facts into conversation starters and making the insights stick. Request this talk “Retail Media is here to stay. The winners will be the ones who understand it deeply, not just quickly.” — Jori van de Spijker Topics Interested in booking Jori as a speaker? If you’re interested in one of our topics or would like to invite Jori for your event as a (keynote) speaker, we’d be happy to connect. Simply click the ‘Book Jori as speaker’ button to get in touch with us. We’ll respond quickly to discuss your needs and how we can contribute to your programme. Book Jori as speaker Publications As Global Head of Brand and Communication at DVJ Insights, Jori van de Spijker helps brands navigate the evolving world of media, advertising and consumer behaviour. With a deep passion for research and strategy, his work explores topics such as Gen Z, digital transformation, and the role of creativity in brand growth. In his articles, Jori shares sharp insights rooted in data and behavioural science—always focused on turning complexity into clarity and delivering practical value for marketers. If No One Sees It, Did It Even Happen? “Did the campaign move the needle?” It’s the first question I’m asked when we present campaign results. Rightly so, if you’re spending millions on advertising, you want to know whether it’s working. But in all the excitement about impact on the brand, whether awareness, consideration, preference or otherwise, we often skip the first fundamental question: Jori van de Spijker Dec 16, 2025 3 min read Why Playing It Safe Is Riskier Than You Think Through DVJ’s Brand Growth platform, we interview over 2,000 marketers across 12 markets in Europe and the US every year. These conversations offer a fascinating pulse check on the marketing mindset. Over the years, one theme has stood out: caution. We’re seeing more and more emphasis on immediate returns, tighter efficiency targets, and a steadfast belief in consistency above all else. Jori van de Spijker Nov 19, 2025 3 min read Size Matters (But it's Not the Whole Story) It’s one of the least inspiring but most important truths in marketing: big brands have an unfair advantage. Not because they shout louder or spend recklessly, but because they’ve already built something smaller brands are still chasing: existing ad stock to fall back on . The pivotal work from Paul Dyson, amplified by Mark Ritson, already a similar case: brand size is the most important factor for campaign impact. In his meta-analyses across thousands of campaigns, he found Jori van de Spijker Oct 7, 2025 4 min read

Distinctive Assets Check What are distinctive brand assets and how should they be used < Back to all products What makes your brand unique and distinctive? What leads to my brand being recognised quickly? Does my brand stand out as opposed to other brands? Are there any actual unique elements to my brand? These are all important questions to determine what your brands characteristics are and how this can best be used in all types of communication. Distinctive assets are elements of a brand that make the brand recognisable and different from competitors. DVJ’s Distinctive Assets Check determines which distinctive assets your brand and your competitors have in a unique way. The study is based on a combination of implicit techniques, linked to brand associations surrounding the brand. Our approach DVJ’s Distinctive Assets Check is holistic and uses different academically validated principles. We use academically validated principles, ensuring a high predictive strength. We validate the potential of your assets to determine if they should be used more prominently. Distinctive assets are the building blocks of every brand policy, making the study strategic. We gather rich qualitative feedback with our implicit and projective techniques. These implicit techniques are based on reaction times and give insight into System 1 and System 2. Next to that, we use different diagnostic tools such as free associations, evaluation or activation statements, and/or the text highlighter to understand how your distinctive assets can best be used. Our deliverables A Distinctive Assets Check is of great strategic value as it provides an immense amount of qualitative and quantitative data. Our deliverables fit the needs of all stakeholders in your organisation. Extensive kick off session including stakeholder interviews to really fathom the current status of your brand. Review of existing studies and integration of all sources in delivery of the report and workshop. The most important results are summarised in a compact PowerPoint presentation where we show the dynamic of your brand in the category and identify the most important growth opportunities using the FUA-method . We use Romaniuk’s Distinctive Asset Grid so we can determine even better what should and shouldn’t be used. Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed. Our Senior Consultants add value in the workshop in the interpretation and discussion with important internal and external stakeholders. Completion of the study within 3 weeks after fieldwork has ended. Your benefits Insight in all distinctive assets of a brand within a category. Rich diagnostics lead to new insights in the strong and weak elements of every Asset; through the DA Grid of Romaniuk. Concrete recommendations which help implement optimisations and detect where growth is possible. Strategic information that is directly linked to other sources and where the delivery of results is based on choices and action. Femke Hendriks - NS Advertising / Insiders Dec 19, 2025 If No One Sees It, Did It Even Happen? Dec 16, 2025 Boudewijn van der Kroft - TerraSana Dec 12, 2025 Previous Next