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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

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

DVJ Insights' Global Marketing Study explores the role of promotions in brand growth, combining insights from over 2,000 marketing professionals across Europe and the US. The study offers strategies to effectively integrate promotions for sustained brand success. Global Marketing Study DVJ Insights’ Brand Growth Study blends quantitative research, surveying 2,000 marketing professionals across Europe and the US, with qualitative insights from hundreds of annual interviews with CMOs, Insights Managers, and Marketing Specialists on brand growth strategies. The 2025 Brand Growth Study The 2025 Brand Growth Event explores how Innovation drives Brand Growth—today and in the future. This year’s online edition brings together world-class marketers and academics to uncover how innovation fuels success, from product development and immersive technology to the mindset and strategies that set leading brands apart. The event features insights from the latest Brand Growth Study, based on input from over 2,000 marketing professionals across Europe and the US. Through expert presentations and interviews, you’ll discover how top-performing brands are integrating innovation to stay relevant, unlock growth, and shape the future. If you’re interested in exploring the findings in more depth, reach out to your DVJ contact. More information Book a session Study 2024: Promotions The 2024 study focused on the role of Promotions in Brand Growth, exploring how effective promotional strategies contribute to both short- and long-term brand success. We examined differences across categories and identified the ‘winners’—the brands achieving the greatest growth impact through promotions—and what sets them apart. The aim of the study was to uncover how promotions can be embedded into a broader brand strategy to drive sustained performance. The research was based on insights from over 2,000 marketing professionals across Europe and the US, complemented by expert perspectives from leading academics and practitioners. Study 2023: CSR The 2023 study dived into the role of marketing in CSR and how successful marketers contribute to the CSR initiatives or strategy of the firm. We compared the industries and recognised the ‘winners’ (best-performing companies) and what sets them apart. The study’s goal was to provide unique learnings on how to include CSR into business strategy and how marketers can support the growth of the brands. The study was conducted among more than 2,300 marketers and more than 3,000 consumers in Europe. Study 2022: The Moment of Truth This study shared how marketers define the Moment of Truth and what are the most important KPIs and drivers for Brand Growth. But it also looked at the differences and similarities between B2B and B2C, and what sets the ‘winners’ (best-performing companies) apart from the companies that perform less well. The study’s goal was to provide brands with unique learnings on how brands grow, insight into the Moment of Truth and what practitioners can do to win the hearts and minds of consumers and share key ingredients for a winning brand strategy. Study 2021: Data-driven decision making This study dived into the role of Data-Driven Decision Making in Brand Growth. The research was conducted among 2,000 marketers and insights managers across 10 countries in Europe.

No working on powder days. A glimpse into the culture and values that make working at DVJ Insights different. No Working on Powder Days Life’s too short—live it to the fullest, and if it’s on the snow, even better. Just don’t let a powder day catch you stuck in the office! - NWPD The idea behind No Working on Powder Days At DVJ, we believe that great ideas start with energised minds. That’s why we introduced the No Working on Powder Day: a spontaneous day off for when conditions are just right to do something you truly love—whether it’s skiing, skating, hiking, horseback riding, or anything else that fuels your passion. It’s not about taking time off. It’s about making space for what inspires you. Each Powder Day story is a reflection of the individuality and joy we value at DVJ. Here are some of the experiences our colleagues have shared. Glenn Manders - Knowledge and Solutions Specialist FA Cup Weekend in the UK I used my Powder Day of 2026 for a last-minute FA Cup weekend in the UK with three friends. Football makes me genuinely happy — and the UK feels like the holy grail. We planned four matches but made it to three after one went to extra time and penalties. The shootout was brilliant, and the keeper (who played for my favourite team back home last season) saved all three. We travelled through Preston, Liverpool and Manchester, ticked off incredible stadiums — Old Trafford was the highlight — and made great memories, with fish & chips and a pint to top it off. Laura Henigman - Research Expert Surfing on the coast of Portugal I just got back from a holiday in Ericeira, Portugal’s beautiful surf town and Europe’s first World Surfing Reserve. It was the perfect mix of activity and relaxation—surfing, running, yoga, tennis, beach time, and great company. On my last day, I used my powder day for one final surf session. Surfing is tougher than it looks, with lots of paddling and wipeouts, but between all the falls, I managed to catch a few good waves. It was challenging, fun, and totally worth it. Frans Deelen Souza - Client Consultant Spending quality time with the family I chose 21 March for my Powder Day for two meaningful reasons. It was my wife’s birthday, and we celebrated with a romantic lunch and a walk by the lake. It was also World Down Syndrome Day, a day that holds special meaning for our family. We took the time to celebrate our oldest son’s achievements and reflect on the importance of support and awareness. The sun was shining, and the day brought a perfect balance of quiet time and moments with loved ones. I’m grateful for the opportunity to enjoy it. Lily van Eeden - Knowledge and Solutions Specialist Enjoying the day at Toverland For Powder Day, I joined Jeff and Roos at Toverland, a theme park in the south of the Netherlands. With more than 35 rides, great weather, and no crowds, it was the perfect day for some fun and thrills. Sharing the experience with two colleagues I’ve grown close to made it even more special. Grateful for the chance to enjoy a day like this together. Lyuba Ivanova - Research Expert A powder day in Berlin I spent my Powder Day last Thursday in Berlin, celebrating my best friend’s birthday and enjoying a long weekend together. After a scenic train ride from Utrecht, we caught up, explored bookstores, shared a delicious Syrian dinner, and reminisced about our 11-year friendship. Highlights included wandering through Kreuzberg, trying the iconic Berlin döner, celebrating with her international circle, and visiting the Alte Nationalgalerie’s Claudel & Hoetger exhibition. A perfect day in a beautiful city with someone who means a lot to me — thank you for the opportunity! Glenn Manders, Jelle Pruijn - Knowledge and Solutions Specialist & Teamlead Research Powder Day Turns Party Day What started as a laid-back visit to the old DVJ office turned into an unexpected celebration. While cashing in our Powder Day, Maartje, Glenn and I found ourselves in the middle of the Nijmeegse Vierdaagse. We joined the cheering crowds, caught up with colleagues, and ended the day dancing through Nijmegen’s streets. A simple plan became a spontaneous reunion — full of sun, stories, and surprise fun. Elsemieke Lijmbach - Office Manager Galloping Freedom on the Dutch Coast Going back to the Dutch coast with a close friend was truly unforgettable. We enjoyed a private 3.5-hour horseback tour that took us from galloping through the dunes to cantering freely along the shoreline. My horse for the day, Magic, made the whole experience even more special, living up to the name in every way. The splashing waves meant we couldn’t capture much on camera, but the few photos we did get riding in the water are enough to bring back the memory. What stood out most was the sense of freedom — the wind, the sea, the power of the horse beneath me — all combined with the joy of sharing such a unique adventure with a friend. Floor Lieskamp - Research Expert A Special Day in Zeeland For my mom’s birthday, I wanted to give her something memorable, so I planned a day trip to one of her favourite places — Zeeland. On Thursday evening, I travelled from Rotterdam to my parents’ house so we could enjoy dinner and a relaxing evening walk together. The next morning, we drove an hour to Vrouwenpolder, where we had a delicious lunch at Lekker, a beach bar with stunning sea views and perfect weather. Afterwards, we explored the beautiful town of Veere, wandering through its charming streets, browsing the small shops, and taking in the harbour and historic bastion. We ended the day with ice cream and a refreshing drink — the perfect way to celebrate together. Lissy Tijhuis - Research Expert A Powder Day in the Sun Last week’s sunny forecast inspired me to take my Powder Day on Wednesday and soak up the summer weather. I started with a refreshing morning run, then headed to the lush Amelisweerd estate near Utrecht to meet a friend. Surrounded by historic country houses, winding woodland paths, and the sparkling Kromme Rijn, we spent the afternoon picnicking, chatting, playing games, and even taking a cooling dip in the river. From the meadow, I could spot our office in the distance—a reminder of how special it is to swap my desk for nature now and then. It was the perfect midweek reset and exactly what a Powder Day is meant for. Dennis Hulsebos - Technology Integration Specialist Powder Day: Naturalis & Suriname On 2 January I used my Powder Day to join my girlfriend Nicky and her family at Naturalis. Her grandma and aunt came over from Suriname for Christmas, and it felt special to spend that day together. We started early in Leiden with a gym session with her aunt (she does CrossFit in Suriname). For me it was a milestone too: my first heavy deadlift/squat session in over two years after a long knee injury. Then we headed to Naturalis and visited the temporary Suriname exhibition — a great mix of nature, history, and the country’s ties to the Netherlands, plus its beauty and wildlife (including the capybara). Pia Stork - Client Consultant A Special Auction Week Thanks to my Powder Snow Day, I was able to follow our 2024 foals — now yearlings — from the moment they left the stud farm to their arrival at the auction. It was such a joy to spend the whole day with them, talking to potential buyers, showing the horses several times, and catching up with fellow breeders. On Friday, the auction itself took place, and both yearlings were successfully sold to trainers around the country. The goodbyes are never easy, but knowing they are starting a new chapter makes it easier. With the “teenagers” moved out, we’re now ready and excited to welcome the foals of 2025. Martin Hellich - Head of Innovation Catching the Wind On 26 September, I had my own perfect Powder Day. And it truly lived up to its original meaning: “One should absolutely not be working on a day like this.” For me, that meant: 20–28 knots of wind, Great temperatures and plenty of sunshine Those are the days when my heart starts racing and my mind drifts straight to the coast — where windsurfing dreams come true. While others (the real maniacs!) might have had to “call in sick,” I didn’t have to. Thanks to DVJ’s culture, I could take an official Powder Day — guilt-free and with the full support of my team. Mandy Boomgaarden - Research Expert A Paris Powder Day I just wanted to share a few good vibes from my Powder Day last Friday. I used it to extend a weekend in Paris with my dad — his first time there — and we had the best time exploring the city. From visiting the beautifully restored Notre-Dame to cycling along the Seine and around the Arc de Triomphe, it was an unforgettable adventure. To top it off, we climbed the Eiffel Tower in the middle of a downpour, only to be greeted by a rainbow at the top. It was such a special way to spend extra time together and make lasting memories. Irmina Bendzera - Research Expert A Powder Day Readathon On a rainy powder day, I spent my time in an unusual way — joining friends for a 24-hour Readathon. From 8AM to 8AM, we read as much as we could, only pausing for spontaneous moments like watching Mamma Mia outside, a 6AM chat about school reading lists, and admiring the sunrise. By the end, I’d read six books (finished three), shared plenty of laughs, and slept through the next day. Staying up all night to read isn’t for everyone, but reading with friends makes it unforgettable — sharing reactions, discussing stories, and experiencing it all together. Jelle Quak - Global Director Strategy & Solutions Powderday: Slowing Down to Move Forward Yesterday, Marloes and I signed up for a trail marathon in the Austrian mountains — a bold goal, but just like in our work, growth comes from showing up every day. I used my Powderday to start training with an easy run through the Dutch polder: long dikes, low skies, a heron lifting off, and even my old school along the way. The rest of the day stayed slow — groceries, cooking, and studying Bol’s toy catalogue with my daughter. Not epic, but a calm, steady start toward that daunting finish line — ten heartbeats lower than usual. Leonie Hamstra - Research Expert The Luxury of Doing Nothing Life is busy. Fun, but busy. Family, friends, work, sports… Oh, and a new house we’re currently renovating and moving into in four weeks. Balancing everything is a lot. Fun, but a lot. So yesterday, I decided to drop the packing, skip the cooking for my daughter, and stop checking (for the 100th time) how the fieldwork of that one project was going. Instead? I did NOTHING. A day with me, myself & my books at the sauna. The hardest decision of the day was which piece of cake to pick with my coffee. Loved it! That busy life is a luxury. A luxury that felt even more luxurious when I got to escape it for a day in the sauna. Thnx DVJ! Gabriele Herrmann - Client Consultant The Mushroom Hunt For my Power Day, I swapped screens and city noise for the quiet of the forest. With one of my oldest friends, I spent the day exploring, talking, and searching for mushrooms — my favourite autumn ritual. Her son had promised us a magical spot “full of mushrooms,” but after hours of walking, we found just one lonely specimen. We laughed, of course. The real treasure turned out to be the day itself — the crisp air, deep conversation, and simple joy of wandering. We returned home with enough for dinner for two and a sense of calm that felt far richer than any basketful of mushrooms. Lenneke Keulemans - Research Expert Powder Day Reunion Last weekend, I took my Powder Day in Maastricht — not for the weather, but for nostalgia. I met up with my university friends, the same group I was randomly paired with ten years ago because our last names started with the same letter. To celebrate a decade of friendship, we returned to Maastricht, where our first weekend trip took place. We ate, laughed, explored, shopped, and even biked through the dark caves of Valkenburg — a thrilling reminder that some adventures never get old. Sofunne Ohajunwa - Research Expert A Joyful Powder Day in Lagos I spent my powder day in Lagos, Nigeria, celebrating my cousin’s traditional wedding with my family. It was a beautiful day full of love, music, and incredible food. The venue was stunning, and we enjoyed every moment—from the bride’s graceful entrance and symbolic palm wine ceremony to dancing late into the night. I’m very grateful to DVJ for giving me the chance to reconnect with my second home—already looking forward to my next trip! Kirsten Bartels - Client Consultant A Peaceful Powder Day at Lake Tegernsee For my powder day, I travelled across Germany to visit a long-time friend who lives by the beautiful Lake Tegernsee. I even added an extra day—just because I could—to enjoy simple moments that make me happy, like swinging and relaxing by the lake. As the sun set, I sat with two of my favourite people, soaking in the calm and beauty of the evening. It was the perfect mix of friendship, nature, and gratitude. A big thank you to DVJ Insights for making this day possible. Mark Vroegrijk - Senior Methodologist Powder Day at “Elluf-Elluf” With the year coming to an end, I used my Powder Day to celebrate “Elluf-Elluf,” the official start of Carnaval. In perfect weather, two friends and I headed to Kruikenstad (Tilburg) for an afternoon of music, DJs, and Brabant-famous artists. We joined a lively student cantus filled with Carnaval songs and stayed for the reveal of the new “Raad van Elf” and Prince Carnaval. Afterwards, the celebrations continued in the spirit of this year’s theme: “Agge aanders kèkt, ziedet beeter!” A day full of fun, friendship, and Carnaval energy. Thanks, DVJ! Teun Swierstra - Research Expert A Snowy Powder Day in Sweden Over the past two weeks, I visited my girlfriend Melanie in Gothenburg for a “working from X” stay — the perfect moment to use my Powder Day. With –5°C temperatures and fresh snow, we took a 5:15 a.m. train to Stockholm for a day of exploring. After a much-needed flat white, we wandered through the city, visited the ABBA Museum, and—my personal highlight—the Avicii Experience. We ended the day with a stunning sunset and two new LPs to take home. A fantastic Powder Day. Thanks to DVJ for making this possible. Nicole Engels - Global Lead Academic & Industry Partnerships A Powder Day Full of Friends, Campers & Art Yesterday I enjoyed a fantastic Powder Day with friends. We started in Hillegom to explore more than 150 camper vans for a friend who’s hoping to buy one — testing beds, trying (dry) showers, and checking out every dashboard. Afterwards we headed to Haarlem for lunch, where another friend joined us, and we finished the day at the Michelangelo exhibition at the Teylers Museum — truly amazing. A wonderful Powder Day spent with friends I’ve known since I was 18. Thanks, DVJ! Lisette Kruizinga-de Vries - Thought Leader Science & Analytics A Relaxing Powder Day at the Sauna Last Friday, I spent a wonderfully relaxing Powder Day with my husband. We started with a sunny morning walk, then packed our towels and books for a full day at Sauna van Egmond, just a short bike ride from home. With busy schedules and family life, taking a day to switch off was exactly what we needed. We enjoyed multiple saunas, the ice-cold plunge pool, a duo massage, and a delicious lunch. A perfect reset — and a great start to the weekend. Evelien Edwards - Research Director Celebrating 85 Years – A Weekend Full of Family, Fun & Memories For my grandma’s 85th birthday, we went away for a weekend with over 30 family members. I helped prepare a pub quiz, decorations, and even a homemade medal, which turned into a fun way to catch up with relatives from Belgium and Germany. To finish it off, we surprised my grandma with a photo book so she can relive this special weekend again and again. Jan Aarts - Client Consultant A Magical Powder Day at Disneyland For my Powder Day, I went to Disneyland Paris with my whole family, including my two nephews on their very first visit. As a rollercoaster and theme park fan, it was special to experience the park at Christmas through their eyes—festive lights, rides, hot chocolate, mulled wine and fireworks. It was a joyful day full of excitement, memories and family time—thanks to DVJ for making it possible. Maria Sanchez Raposo - Market Lead Spain Finding My Path on Powder Day On Friday 28 November, I celebrated my six-month anniversary at DVJ with my first Powder Day. Instead of skiing, I took two solo mountain hikes near Madrid—new trails, winding roads and even a small detour that ended at a hidden waterfall. In a year full of change, including buying a new home, a day to disconnect, walk and literally find my way on a new path helped me reset and gain perspective. Dr. Kai Geertsema - Senior Client Consultant Sunshine, Steps & a Shiba Inu Thanks to DVJ’s working from X option, I spent three weeks in Andalusia with my girlfriend Jana and our Shiba Inu, Popi. On my powder day I traded my laptop for sunshine, starting with a beach walk and a slightly chaotic photo shoot with Popi. In Málaga I explored the Alcazaba and the Roman theatre, had pistachio cheesecake by the cathedral, and visited the Picasso Museum, where Bather (1971) became my favourite piece. The day ended with a short boat trip, 15,000 steps on my Garmin, and a relaxing evening on the sofa with Popi—recharged and very grateful for the freedom to work from anywhere. PS: The next day we went to the Sierra Nevada, above 2,500 metres, with actual snow! Dorte Torpe Hansen - Client Consultant A Midweek Powder Day in the Woods Last Wednesday I grabbed the chance for a “powder day” – not on skis, but orienteering. For this time of year the weather in the south of the UK was perfect: blue skies, sunshine and a light frost. I joined a midweek British Army training event (civilians allowed!), armed with a map and compass and hunting for controls in classic south-east English woodland. It didn’t take all day (I didn’t get that lost), so I still had the afternoon for a bit of Christmas planning, shopping – and finally, feet up. Ralph Sluis - Client Consultant A Sinterklaas Powder Day Last Friday I took my Powder Day on a special date: 5 December, the birthday of both my wife and Sinterklaas. My wife works at a language school for refugee children from countries like Syria and Ukraine, so we turned the day into a Sinterklaas party – I dressed up as the old man himself, and my daughter joined as a very cute helper. The children, who had just learned about this Dutch tradition, were over the moon and kept hugging us all morning. Their happiness was priceless – thank you DVJ for my Powder Day. Sonja Vernooij - Client Consultant A Weekday Winter Garden Escape Last week I had my own Powderday—and loved it, even without taking many photos. I’m a garden lover, so garden centres are usually my happy place. But in winter they turn into busy Christmas hubs. So instead of braving a December weekend crowd, I went on a weekday with my best friend to Intratuin Halsteren’s famous Christmas fair, full of light shows and a theme-park feel. I came home with bird food, new bowls, a fresh “outfit” for our tree, and a big smile. Remco Havermans - The Lab A Powder Day Well Spent Yesterday I used my powder day before the end of the year. I kicked things off with a quiet Monday morning round of golf—peaceful, few people, and plenty of fresh air. In the afternoon, I attended a friend’s master’s thesis defense, featuring a presentation on whether acid leaching could be profitable for extracting nickel from nanofibers. I didn’t catch every detail, but it was great to be there and support him. All in all, it was the perfect day to recharge before the final sprint to Christmas. Thanks, DVJ, for the powder day! Kara Tiedtke - Research Expert A Powder Day with Family and Food A couple of weeks ago, I used my powder day to extend my weekend for a special family occasion: my younger brother’s graduation in Maastricht. My parents and sister came to Amsterdam a day early, so I got to play tour guide. We started with coffee and a city stroll, then enjoyed a long lunch at Restaurant De Kas—a greenhouse restaurant known for its plant-to-plate philosophy and beautifully crafted dishes. That evening, we took the train to Maastricht to celebrate with my brother, his friends, and their families. With our family spread across different countries, time together like this feels extra special. Johann Lippmann - Client Consultant Culture, Cuisine & the Stockholm Archipelago I spent a long weekend in Stockholm with my girlfriend, exploring the city at an easy pace. With very grey (Dutch…) weather, we opted for indoor culture first—art at the National Gallery (free on Thursday evenings and well worth it). Food was a highlight too: classic Swedish dishes at Restaurang Tradition, modern cooking at Bar Agrikultur, and creative cocktails at Bar Afterglow (their IKEA-style menu is a fun read). When it dried up, we took a stroll through the city and caught the ferry out into the beautiful Stockholm archipelago. Thanks again for making this possible! Cathelijn te Koppele - Client Consultant Baby Cuddles & Boulder Chalk I used my Powder day to spend quality time with friends and go bouldering. In the morning, I took a roadtrip with a friend who’s about to leave for a six-month world trip, and we visited two friends in Amsterdam with their newborns—complete with baby cuddles and beschuit met muisjes, the classic Dutch maternity treat. After a stroll through the city and a park, I ended the day at the bouldering hall: trying new routes, high-fiving small wins, and going home with hands full of white chalk. A perfect reminder that progress comes one move at a time. Elin Scotford - Market Lead Nordics Snow, Sauna & a 5-Year Celebration My Powder day was all about enjoying the first snow of the season—and celebrating our five-year anniversary. With my partner travelling a lot for work, we made space for a proper day together. We went to Gothenburg, starting the night before at our favourite jazz club with my sister and her partner. The next morning we woke up to blue skies and fresh snow—something I really miss living in the south. We spent half the day at a lovely spa, then drove through snowy roads to visit family for a cosy evening. Snow, sauna, and good company—perfect. Thanks DVJ for the push to take a day and enjoy life Stefan Bliekendaal - Global Research Director Powder day at school I spent my Powder Day at my daughters’ school. As a klassenvader on the Christmas committee, I started the day at their school play in our neighbourhood church — one daughter shared a Christmas wish, the other played an angel. Afterwards, I grabbed lunch at my favourite Italian sandwich spot in Utrecht and took a short stroll to the Centraal Museum. Then it was back to school to help with Christmas dinner in the classrooms and the parents’ borrel in the schoolyard. Pleasantly tired, I ended the day at home with another episode of The Beast in Me (recommended!). Dijana Justic - Global Director Marketing Communications Maastricht, Dreams & a Powder Day Together I spent my Powder Day in Maastricht with my 17-year-old daughter, Sophie, who’s in her final exam year and dreams of studying at Hotel Management School Maastricht. After a two-hour drive south, we arrived in an area that feels like another country. We had lunch at the teaching hotel on campus — honestly Michelin-star worthy — followed by a presentation, campus tour, and a drink with students. Everything is nearby: the school, the teaching hotel, and the first-year student complex. We ended the day in Maastricht’s lively city centre with Christmas vibes, a bit of “why not” shopping, and a French dinner at Bistro Ferdinand. Tired but happy, we drove home chatting and singing along to Christmas songs. Jorge Lopez - Client Consultant Powder Day in Santander: Nature & History I used a 2025 Powder Day to stretch the last weekend of the year and head to Santander with my family — to explore both our surroundings and our past. We spent the day in two fascinating places: Cabárceno Nature Park, a former open-cast iron mine with Roman roots that’s now a huge animal conservation park, and the replica of the Altamira Cave, created to protect the original prehistoric paintings (over 10,000 years old). After all that, we headed back into the city centre for pinchos — the perfect modern ending to a day full of nature and history.

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Discover how DVJ Insights integrates social responsibility and customer satisfaction research into sustainable, ethical practices. Our Social Mission Driving Positive Change through Equality, Diversity, and Sustainability – Our commitment to social responsibility empowers our people and fosters a sustainable future. Our Social Mission We are committed to social responsibility and ethical practices by aligning our operations with the International Standard ISO 26000. The company's strategic approach to CSR, is structured around the following key areas: Equality and Organisational Structure DVJ Insights embraces a flat organisational hierarchy, promoting equality and ensuring equal opportunities for all, from junior consultants to seasoned experts. This approach encourages meaningful contributions to content and innovation at every level. Diversity and Inclusivity DVJ Insights is characterised by its diverse workforce, with over 20 nationalities represented across four offices. The company operates predominantly in English to accommodate its diverse team, and most meetings are held online to ensure inclusivity. Employee Vitality and Well-being DVJ Insights prioritises employee well-being with a comprehensive vitality plan supporting mental and physical health. A "happy-or-not" meter tracks daily satisfaction, aiming for a Joy Score above 75%. Fair labour policies also promote a supportive and balanced work environment. Sustainability DVJ's energy policy prioritises sustainability, encouraging the use of electric vehicles, public transportation, and paperless office practices. Social Return DVJ Insights supports society through donations to research, charitable sports events, and partnerships with organisations like Beatbatten, Hartstichting, and Wilhelmina Kinderziekenhuis. It also contributes to its field by giving guest lectures and collaborating with universities, inspiring future generations and aiding disadvantaged groups. Responsible Client Selection In line with its CSR values, DVJ Insights has made a conscious decision not to engage with the tobacco industry, supporting the vision of a smoke-free Netherlands. This policy reflects the company's commitment to positive societal impact and ethical business practices. Committed to Positive Impact and Sustainable Growth DVJ Insights not only implements CSR practices but also conducts research on CSR's significance in the business world. Through its annual Brand Growth Study and events, DVJ engages with industry leaders and academics to explore and share insights on CSR's role in fostering sustainable brand growth. This policy demonstrates DVJ Insights' dedication to creating a positive, inclusive, and sustainable working environment, while actively contributing to societal well-being and promoting responsible business practices. Through its comprehensive CSR approach, DVJ Insights sets a high standard for corporate social responsibility, reflecting its core values of positivity and accountability. ISO 26000, provides guidance on how businesses and organisations can operate in a socially responsible way, meaning it advises on ethical and transparent practices that contribute to the health and welfare of society. ISO 26000 covers areas such as organisational governance, human rights, labour practices, the environment, fair operating practices, consumer issues, community involvement, and development. Based on the assessment, we developed strategies to address and discuss possibilities and in key areas of social responsibility as outlined in ISO 26000. And now that our initial documentation has been developed, we will monitor progress and report on developments. Because, as we move forward, DVJ Insights remains dedicated to upholding these principles, continually seeking ways to enrich our CSR contributions and uphold our commitment to making a positive impact on the world. Our CSR Policy

Animatic Test Is the concept of you video good enough to further develop? < Back to all products 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. 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

Campaign Evaluation Is your campaign capable of realising effect for your brand? < Back to all products 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. 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

Media Planning Simulator How can you optimise your media strategy? < Back to all products How can you best allocate your media budget throughout the year? What is the best strategy to be “always on”? When am I spending too much on media? And when am I not spending enough? Am I doing enough to break through the clutter? How can I use the strength of my creation in media planning? These are important questions when aiming to increase the ROI of your media efforts. Optimising media efforts is complex because there are a lot of different channels and there isn’t one KPI which can be used to measure all activities. For that reason, DVJ’s Media Planning Simulator calculates a new KPI which connects all media efforts. It takes the strength of each medium type into account, how memory and the strength of a creation work. With this simulator we can determine how many efforts are needed per week to achieve optimum effect. Our approach DVJ’s Media Planning Simulator is based on an academically validated process to help complete and optimise your media strategy. The study is based on academically validated principles, ensuring high predictability. We start with an analysis of historic data through following three concrete steps: 1) calculating a new KPI which takes into account all efforts of your brand where the media plan will be used as a basis, 2) connecting this new KPI to different sources such as: sales, tracking KPI’s and other sources, 3) determining the optimal amount of efforts and contacts per week. The output isn’t just an analysis, but also an actionable tool which can be used to analyse each media plan. Due to the unique link with our pre-testing methodology, the strength of the creation can also be used in the calculation of each media plan. Our deliverables The media planning simulator is a practical instrument that can be used directly for the calculation of each media plan. Review of historical data by using multiple complex statistics translated to practical insights. 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. The possibility to allocate your media budget in the best way throughout the year, and thereby create a successful “always on” strategy. Our Senior Consultants add value to the workshop in the interpretation and discussion with important internal and external stakeholders. Your benefits from Media Planning Simulator Maximum efficiency from each media investment with the planning tool. We look at all media, not just the individual operation of one channel. Analysis of historical data with a direct link to sales or behaviour, translated to an easy-to-use planning tool. Always a maximum ROI of all efforts. Possibilities to incorporate all types of communication; not just Paid, but also Owned and Earned. 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

CEP Assessor Identify the most relevant Category Entry Points and activate them < Back to all products Why is your product being purchased? Why is the consumer choosing your service, or that of your competitor? In which instances are your products especially being purchased and where? When is your product being purchased the most, and what are the similarities between these moments? Are there certain situations where your competitor’s products are especially purchased? These are all important questions to determine and understand the Category Entry Points (CEP’s) within your category. CEP’s are difficult to detect in research. DVJ’s CEP Assessor determines which CEP’s exist in a unique way, and highlight which are the most relevant for your product. The study is based on a combination of different qualitative and quantitative techniques, not only ensuring which position your brand has within each CEP, but also validating which are most important insights in the relevance and brand positioning with all CEP’s. OUR APPROACH DVJ’s CEP Assessor is holistic and consists of different implicit and explicit research techniques. The study is based on academically validated principles, ensuring high predictability. Because CEP’s are building blocks of mental availability, the study will help in improving the brand positioning. We gather rich qualitative feedback with our projective storytelling techniques which help to detect all CEP’s and bring them to life. We validate the potential of each CEP by focusing on the 5 W’s. We use different diagnostic tools such as associations, evaluation and activation statements and/or the text highlighter to understand how a more dominant role can be played within each CEP. OUR DELIVERABLES A CEP Assessor is of great strategic value and provides a large amount of quantitative and qualitative data. Our deliverables fit the needs of all stakeholders. 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 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 CEP ASSESSOR Insight in all CEPs and therefore a base to build a strong mental position in the consumers’ minds. Rich diagnostic leading to new insights and challenges of each CEP and brand position. Concrete recommendations that 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 actions. 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

Brand Tracking Finding the growth potential of your brand < Back to all products What is the position of my brand in its category? What are the most important drivers for sales? Am I capable of distinguishing myself enough compared to my most important competitors? How efficient and effective are my marketing efforts? How are my campaign creatives evaluated? These are all important questions which should be continuously answered to make adjustments quickly. DVJ’s Reality Analytics provides insights into the most important KPIs by using question techniques which are aligned with how the brain works. Through the integration of externals, it becomes possible to obtain crucial insights. Reality Analytics is an integral solution making it possible to monitor your brand and your most important competitors continuously, determining the impact of advertising creatives and optimising media deployment. OUR APPROACH DVJ’s Reality Analytics consists of monitoring the position of your brand and your most important competitors weekly. Next to that, we monitor the developments of important KPIs closely during campaign periods. Reality Analytics adds value to traditional tracking instruments by adding qualitative techniques to the setup, integrating external data sources and offering different reporting types which fit the wishes of different stakeholders in the organisation. We connect brand, media and creation in an umbrella model, which means all marketing efforts can be monitored and adjusted closely. We provide continuous insights into the position of your brand and that of your most important competitors. We use qualitative techniques such as free associations and storytelling with which we bring brand, category or brand value to life. We integrate survey data with other data sources, such as sales figures, media data and web analytics. We provide a dashboard which, next to displaying the developments, is equipped with several tools making it possible to optimise media plans and evaluate campaigns. We offer a worry-free operational process due to a strong centralised process without outsourcing. OUR DELIVERABLES We have developed different types of deliverables that through Brand tracking continuously monitor the development of the position of your brand, gather the effects of your marketing efforts and acquire in-depth insights into the dynamic of your brand within the category, An online dashboard with different monitoring and analysis functionalities. Clear campaign scorecards which can be used in the weekly meetings with the media agency. Periodic deep dives where a relevant theme is explored based on the collected data. Our Senior Consultants add value to the interpretation and discussion with important internal and external stakeholders. YOUR BENEFITS FROM TRACKING Continuous insight into the position of your brand and the most important competitors. Enrichment by adding additional question techniques, integrating external data sources and carrying out advanced statistical analyses. Worry-free operational process due to a strong team of researchers and consultants. More control over the optimisation of the ROI of your marketing efforts. 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

< 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