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Join DVJ Insights' Brand Growth Events, where marketing professionals and academics converge to explore key drivers of brand success. Our annual events feature expert insights, research findings, and practical strategies to enhance brand performance. Stay informed about upcoming events and access resources to propel your brand's growth. On April 10, 2025, the Brand Growth Event returned, bringing together science and practice to explore the year's key theme: Innovation. At this year’s online event, we dived into how Innovation fuels Brand Growth, from product development and new technologies to the mindset and strategies that enable brands to stay relevant and future-ready. Hosted by Lucas Hulsebos, CEO at DVJ Insights, the event covered: Industry insights from Ard Bossema, Director Marketing & Strategy EMEA & Americas at Asahi, the company behind brands like Grolsch, Peroni and Asahi, sharing real-world innovation cases from beyond beer to sustainable brewing. Academic perspective from Professor Yvonne van Everdingen (Rotterdam School of Management, Erasmus University), a leading expert in new product marketing and immersive technologies like AI, VR and AR. The Newest Innovation Approaches from Martin Hellich, Global Head of Innovation at DVJ Insights Practitioner’s experience with Ruurd Neurink, ex-Nespresso and ex-Porsche brand and innovation expert with two decades of experience at top-tier luxury and super-premium brands. Plus, Jori van de Spijker presented the results from DVJ’s 2025 Brand Growth Study, capturing insights from over 2,000 marketing professionals across 10 European countries and the US. This year’s study revealed how innovation is being applied across categories, what holds brands back, and what sets the innovators apart. Catch the replay and discover how we uncovered the true power of innovation to fuel brand growth in 2025 and beyond. Brand Growth Speakers Let us present the 2025 keynote speakers who shared their vision on Innovation and Brand Growth: Yvonne van Everdingen Professor of Marketing and Innovation at Rotterdam School of Management, Erasmus University Martin Hellich Global Head of Innovation at DVJ Insights Ard Bossema Director Marketing & Strategy EMEA & Americas at Asahi Jori van de Spijker Global Head of Brand & Communication at DVJ Insights Ruurd Neurink Marketing Strategist, ex-Nespresso and ex-Porsche Lucas Hulsebos CEO of DVJ Insights & Host of the event “Innovation is the lifeblood of my academic career” Yvonne van Everdingen Professor of Marketing and Innovation at the Rotterdam School of Management, Erasmus University Yvonne van Everdingen is Professor of Marketing and Innovation at the Rotterdam School of Management, Erasmus University. She teaches the master-level course Marketing of New Products. Yvonne has extensively researched how consumers and organisations adopt and embrace innovation, with a current research focus on how technologies such as virtual and augmented reality can create real-world value for consumers, businesses, and society. In addition to her research and teaching, Yvonne is the Academic Director of the ECDA Expert Practice Immersive Technologies. In this role, she actively bridges the gap between science and business, helping companies explore the potential of immersive technologies. Her work has been published in leading academic journals, including the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, and Journal of Product Innovation Management. At the Brand Growth Event, Yvonne highlighted the opportunities that new technologies, including AI and VR, offer in improving new product development processes and creating entirely new business models. Ard Bossema Director Marketing & Strategy EMEA & Americas at Asahi Ard Bossema has over 20 years of marketing experience. After studying business economics, he began his career as Brand Manager for Bertolli at Unilever. Following several national and international roles, he moved to Omega Pharma, where he led the marketing team behind brands like Davitamon, Biodermal, Predictor, and Prevalin. Four years later, Ard joined Koninklijke Grolsch, initially overseeing Trade & Shopper Marketing. After a stint in England, he returned as CMO for the Netherlands and France, a role he describes as the best marketing job in the country. He later relocated to Prague to take on the role of Global Brand Director and has spent the past year expanding into new markets with his team and, as he likes to say, his beers. At the Brand Growth Event, Ard discussed innovation as a key driver of brand growth. Drawing from cases like Radler, alcohol-free beers, and sustainability initiatives such as TopClip, he showed how leading brands use insights not just to follow trends, but to shape them. He explored how to balance renovation with breakthrough innovation, foster a culture of creativity, and embrace technologies like AI, all while navigating the complexities of innovating within a corporate structure. “The difficulty lies not so much in developing new ideas as in escaping from old ones” “The magic you’re looking for is in the work you’re avoiding” Ruurd Neurink Marketing Strategist Ruurd Neurink has spent nearly two decades working in innovative companies, building up experience in marketing, CRM, innovation, strategy, and general management, mainly within super-premium and luxury brands. He’s passionate about brands and has developed deep knowledge in food & beverages at companies like Nespresso, as well as the luxury automotive space at Porsche. Ruurd thrives on working with people who genuinely care about quality and always immerses himself fully in the world he's part of. He’s driven by strong consumer understanding and loves turning insights into actionable strategies that lead to standout customer experiences. Building teams and helping individuals grow is something he takes seriously, both as a leader and mentor. At the DVJ Brand Growth Event, Ruurd shared stories from his time at some incredible brands. His key message? Innovation that broke ground yesterday in one company might still be the game changer of tomorrow in another one. Martin Hellich Global Head of Innovation Martin Hellich has 25 years of experience from various Marketing Consulting and Research roles. At DVJ Insights, he serves as the Global Head of Innovation, partnering with clients to drive the commercial success of their innovation initiatives. With innovation at the core of his expertise, Martin also leads efforts to advance the field of innovation research, continuously pushing boundaries to deliver cutting-edge solutions. Combining his enthusiasm for research, analytics, technology, and consulting, Martin collaborates with specialists to develop tailored solutions and practical recommendations for businesses. He enjoys bringing together diverse expertise to address challenges and uncover opportunities. With an extensive background in marketing research and innovation, Martin regularly shares his perspectives through publications and industry events, contributing to discussions on innovation and related topics. At the Brand Growth Event 2025, Martin shared the latest Innovation approaches for Brand Growth. “Innovation change the world for the better – on balance” "Innovation isn’t about chasing the new. It’s about solving real problems for real people" Jori van de Spijker Global head of Brand & Communication Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights, leading the business globally in that domain. In his role, he works with global and local brands and provides senior consultancy in the field of brand, media and advertising. He has a great passion for research and topics such as digital transformation, consumer psychology, the role of new media in the media mix and innovation. Besides his work at DVJ Insights, Jori is a member of the Board of Advisors of SWOCC. In 2021, Jori was named Insights Professional of the Year by the MOA in the Netherlands. In this session, Jori shared the latest results from our annual Brand Growth study—based on insights from over 2,000 marketers across 12 countries. We looked at how marketer sentiment is shifting and took a closer look at the role of innovation in driving brand success. What sets the winners apart from the rest? And what can we learn from how successful companies innovate with purpose, not just for the sake of it? Lucas Hulsebos Host of the Event Lucas Hulsebos is the CEO at DVJ Insights. He will host the 2025 Brand Growth Event live from a studio in Amsterdam, where he interviews keynote speakers and specialists on how Innovation fuels Brand Growth—from product development and new technologies to the strategies and mindset that keep brands relevant. In just two hours, you’ll be fully up-to-date with the most recent insights and learnings on Brand Growth and the role of Innovation in driving future success. Don’t miss this opportunity to hear from leading practitioners and academics, and to gain practical strategies and fresh perspectives that will help shape your marketing approach in 2025 and beyond. "Innovation is necessary for a company to survive" Agenda 16:00-16:05 Welcome by Lucas Hulsebos, CEO (DVJ Insights) 16:05-16:25 Brand Growth Study 2025 results presented by Jori van de Spijker (DVJ Insights) 16:25-16:45 New Technologies in Innovation by Prof. Yvonne van Everdingen (Rotterdam School of Management, Erasmus University) 16:45-17:15 Interview incl. Q&A with Ard Bossema (Asahi) 17:15-17:35 Innovation Approaches by Martin Hellich (DVJ Insights) 17:35-17:55 Innovation stories from high-end luxury brands by Ruurd Neurink, ex-Nespresso | ex-Porsche 17:55-18:00 Round-up and Thank You *Please note: Minor adjustments may occur as we refine the program to ensure the highest quality.

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. You can also read more about the principles, values, and standards that guide how we work in our Code of Conduct. Our CSR Policy Our Code of Conduct

Get in touch with DVJ Insights to discuss your brand growth objectives. Contact our offices in the Netherlands, UK, Germany, Sweden, or Denmark via phone or email. Our team is ready to assist you with tailored marketing research solutions. Always wanted to know how to grow your brand? Feel free to contact us so we can discuss your goals! Email us Our offices THE NETHERLANDS Herculesplein 52 3584 AA Utrecht +31 088-2345 700 info@dvj-insights.com UNITED KINGDOM GG.410 Metal Box Factory, 30 Great Guildford Street, Borough, London, SE1 0HS +44 2045860106 info@dvj-insights.com GERMANY Lerchenstrasse 28 22767 Hamburg +49 4087405632 info@dvj-insights.com SWEDEN Östermalmstorg 1, 114 42 Stockholm +46 424480614 info@dvj-insights.com DENMARK Ørestads Blvd. 73, 2300 Copenhagen +45 89871326 info@dvj-insights.com NORWAY C.J. Hambros Plass 2C, 0164 Oslo City Ibsen +31 088-2345 700 info@dvj-insights.com SPAIN Paseo De La Castellana 81, 28046 Madrid +31 088-2345 700 info@dvj-insights.com

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. How Brand KPIs Predict Sales Introduction In recent years, DVJ Insights has done a lot of research into what marketers consider to be the most important KPI to determine the success of marketing. What most companies have in common is that success is mainly measured by a brand's sales or market share. Still, it is difficult to direct marketing based on sales. It is often preferred to use various brand KPIs that have the most influence on sales in order to achieve growth. Jori van de Spijker Jul 13 10 min read Your Logo Is Not A Hook: What Testing 3,000 Ads Reveal About The Impact Of Logo Timing In TV Advertising One of the most persistent questions in advertising is deceptively simple: when should you show the brand? For years, many advertisers were taught to make the brand visible early and clearly. And in many digital environments, that advice makes perfect sense. Platforms like Google, Meta and TikTok have invested heavily in advertising effectiveness research, building large-scale meta-learnings to help advertisers improve performance. One of the most repeated recommendations is Jori van de Spijker Jun 18 5 min read Your Brand is Everywhere. So Why is Your Tracking Nowhere? Brand is one of the few assets that touches every part of our business. It influences pricing power, shapes media effectiveness, determines whether distribution drives sales, and even impacts talent and investor confidence. Brand is not a department. It is a multiplier. In our Brand Growth (BG) study, where we interview around 2,000 marketers each year, one theme keeps resurfacing: the increasing need to demonstrate marketing efficiency and profitability. Marketing is no long Jori van de Spijker Mar 17 4 min read

DVJ Insights offers comprehensive strategic studies to help brands understand and optimize their market positioning. Our services include Shopper Mission Studies, Consumer Journey analyses, Usage and Attitude research, Category Entry Points assessment, and Marketing Mix Modelling. By integrating these insights, we provide actionable strategies tailored to your brand's unique needs. Strategic studies Strategic studies are essential for unlocking growth potential and making informed decisions that drive long-term success and growth. Our growth-oriented consultants are trained and seasoned, so they can really help in this important stage. By identifying opportunities, mapping consumer behaviour, and validating insights, they provide a solid foundation for building effective strategies. Our unique approach ensures maximum impact at every stage. Three Steps to Insightful Research Transforming Knowledge into Action with a Strategic Approach 1 Consultative start We begin with stakeholder interviews to fully understand your needs, aligning research objectives with business goals. The stakeholder interviews will be done with all relevant stakeholders ensuring that the study is fully embedded in the organisation. We combine this with a solid review of existing research to fully understand all dynamics and make sure that we do not repeat existing knowledge. 2 Integrated Methodology By combining qualitative exploration with quantitative validation, we deliver insights that are both deep and representative. The approach can best be described as “mass qual” and is the main reason why DVJ is awarded for their innovative approaches. It combines exploration and validation making sure that we understand the WHY. 3 Action-Oriented Workshops At the conclusion of each study, we facilitate a hands-on workshop to translate insights into clear, actionable strategies that drive results. We follow a consultative FUA approach (Findings, Understanding and Action) that will result in an action matrix in which we combine the complexity of the action with the expected impact. Brand Reality Finding the growth potential of your brand Consumer Journey Studies Understand the path to purchase and beyond U&A Understanding Usage and Attitude using the 7 W framework CEP Study Identify the most relevant CEP's and activate them Shopper Mission Understanding shopper missions and linking this to your category Our Top Solutions

Learn how DVJ Insights processes and protects your personal data. Our privacy policy complies with GDPR and outlines data categories, usage, storage duration, and your rights regarding access, correction, and consent withdrawal. Privacy Policy The following privacy policy was last updated on 16/01/2023. Identity DVJ Insights BV is a market research company that focuses on online market research. DVJ Insights BV, registered at the commercial register of the chamber of commerce under number 52870421 (hereinafter: ‘DVJ Insights BV’) is the controller within the scope of the Personal Data Protection Act. This privacy policy states, among other things, which data may be collected and how DVJ Insights BV uses these data. DVJ Insights B.V. takes into account both the GDPR (General Data Protection Regulation) and this privacy statement when carrying out its activities. The privacy statement applies to the processing of personal data obtained in writing or via the website, apps and other mobile (peripheral) equipment. Controller or Processor? With this privacy statement, DVJ Insights BV informs how it processes personal data. DVJ Insights BV does this in two ways: 1. Controller : those who, alone or when joined with others, determine the purposes of any personal data and the means of processing it.DVJ Insights BV is a data controller for the personal data associated with (future and past)employees, client account information and our respondent information from our panels, including registration from websites https://panel.pollland.nl and https://panel.euroquestions.com . Additionally, DVJ Insights BV is a data controller of survey data from our server http://(https://dvj.decipherinc.com ) and our client tools http://(https://clientportal.dvj-insights.com / https://dashboard.dvj-insights.com / https://portal.dvj-insights.com ). Also, data of those who subscribe to our newsletter and events fall into this category. Categories of personal data The following personal data are processed by us as a controller: (business) name and (email) address ID verification telephone number date of birth employee screening bank details (for payment purposes) answers to the profile questionnaire (if filled in by respondents) Recruitment When you apply for employment on our Website or otherwise, we will collect additional Personal Data about you that is specific to that employment position, such as your qualifications, career history, third-party references and interview notes. We may also ask you for other information, for example your interests and the types of jobs you are interested in. Any Personal Data you provide to us in relation to an employment application will be processed in accordance with this Policy and any other privacy statement that may be included with the job announcement to which you apply. Panel members For additional information specifically for respondents in our panels, we kindly refer you to the privacy policy on the panel website. Here you find information on e.g. the categories of personal data that is collected as well as the purposes of collecting this data. Information about protecting your data as well as your rights can also be found there. Additional information for respondents in panels of suppliers We may use panels of our suppliers to process personal data. When you register on the panel of a supplier, DVJ Insights encourage you to read the applicable privacy policies and terms and conditions of the suppliers before providing your (personal) data. Because DVJ Insights are not responsible for the privacy practices of any supplier panels. 2. Processor : those who process personal data on behalf of a data controller. DVJ Insights BV is a processor when we process personal data on behalf of our clients. We will have an agreement with those clients and this agreement will specify what data needs to be processed, for what purpose, and how long we can keep the data as well as any restrictions on our use of the data. Questions? If you have a question about the protection of personal data by DVJ Insights, it is necessary to first determine whether DVJ Insights BV is a Controller. Because questions can only be answered by DVJ Insights BV as a Controller. When it comes to questions to DVJ Insights BV as a Processor, DVJ Insights BV will refer you to the relevant Controller. Legal Basis For Processing In order to comply with certain applicable data privacy laws, DVJ Insights BV is required to set forth the legal basis for the Processing of your Personal Data. In accordance with the purposes for which we collect and use your Personal Data, as set out above, the legal basis for DVJ Insights BV Processing of your Personal Data will typically be one of the following, which are not mutually exclusive: For the performance of a contract that we have in place with you or other individuals, or to take steps at your request prior to entering into a contract; To support DVJ Insights BV or our third parties’ legitimate business interests (for example, in maintaining and promoting our business by providing customers with feedback opportunities); To comply with our legal obligations; With your consent. Automated decision-making DVJ Insights BV does not make decisions about people on the basis of automated processing that can have significant consequences or legal consequences for them. Duration of storage of data Employees and Clients : DVJ Insights BV always stores the data of agreements for a period of ten years in order to be able to comply with statutory retention periods. When it is no longer necessary for other purposes to store personal data, it will be deleted. Marketing purposes : Please note that where you unsubscribe from our marketing communications, we will keep a record of your email address to ensure we do not send you marketing emails in future. Panel members : DVJ Insights BV saves your data for as long as you are a member of the panel. As soon as you de-register, DVJ Insights BV stops processing your personal data. These data are deleted with the exception of the data necessary to show that we had your consent tonprocess your data while you were a member. Upon expiration of a storage period of five years, as advised by the Dutch Authority for Consumers and Markets, we also delete these data. Where you have made a purchase with us, we will keep a record of your purchase for the period necessary for invoicing, tax and warranty, and liability purposes. We may also keep a record of correspondence with you for as long as is necessary to protect us from a legal claim. Sharing And Disclosure Of Personal Data DVJ Insights BV may share or otherwise disclose your Personal Data within the company, to affiliates and subsidiaries, and selected third parties in accordance with applicable law. The following are examples of how your Personal Data may be shared and the reasons and purposes for undertaking such activities. DVJ Insights BV may share your Personal Data with employees and other officials and representatives within our parent company, subsidiaries and affiliates who have a “need to know” that data for business or legal reasons, for example, in order to carry out an administrative function such as processing an invoice, or directing a query that you have submitted to the relevant department or affiliate. We may disclose your Personal Data to third parties, including the following: law enforcement and regulatory authorities; DVJ Insights BV’s advisors and consultants; IT service providers; third parties engaged by DVJ Insights BV for the purpose of providing services requested by you; to protect any intellectual property rights in any materials displayed on or otherwise available from DVJ Insights BV’s Website; for the purposes of seeking legal or other professional advice; to respond to a legal request or comply with a legal obligation; or to enforce DVJ Insights BV’s policies or Website Terms and Conditions of Use. We may disclose your Personal Data to third parties in the event that we sell, buy or merge any business or assets, including to the prospective seller or buyer of such business or assets. 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Functional cookies Functional cookies are only used to ensure that all the functions on the websites and tools function properly. These cookies ensure, for example, that a single respondent cannot take part in the same research project more than once, or, in some cases, that when you stop halfway through a research project, you can resume where you left off when you return to it. Analytical cookies The analytical cookies are used to analyse the usage of the website of DVJ Insights BV. Analytical cookies are cookies that allow us to measure the use of the website. For example, to determine which parts of the website are most interesting to our visitors, we measure how many visitors come to our website and which parts of the website are viewed the most. No data about your other internet users are stored. The use of cookies by DVJ Insights BV is completely secure. No personal information, such as your e-mail address, can be traced from cookies. No information from the cookies or any other personal data stored in the system of DVJ Insights BV is transferred or sold to third parties. Withdraw consent Right to object Right to restrict processing ‘Right to be forgotten’ Anyone about whom DVJ Insights BV processes personal data as Controller has the right to request access to their own personal data. If data is factually incorrect, you can have this data corrected. You also have the right to data transfer, which allows you to transfer the data that DVJ Insights BV processes on the basis of your consent or on the basis of an agreement with another Controller. If personal data are processed on the basis of consent, this consent can always be withdrawn by the person concerned. Any person has the right to object, to modify the data to be processed and/or to ‘be forgotten’. If you choose to exercise one or more of these rights you can contact DVJ Insights BV using the contact details below. A person’s data shall be deleted with the exception of the data needed to enable us to demonstrate that all recipients of notifications from DVJ Insights BV had given prior consent. After five years, upon expiration of the aforementioned storage period, the person’s data shall be completely deleted. This refers exclusively to data processed by DVJ Insights BV. In addition, you have the right to block your data against further (commercial) use. Each newsletter and survey contain a link which you can use to unsubscribe. You can also send an email to privacy@dvj-insights.com if you no longer want to be contacted for any kind of offer, registration or information by DVJ Insights BV. Protection of your data DVJ Insights BV takes the protection of personal data seriously and has taken the appropriate technical and organisational measures to prevent misuse, loss, and unauthorized access. These ensure that your personal data are protected against loss or any form of improper processing. These protective measures consist, among other things, of the use of secure socket layer (SSL)/transport layer security (TLS) encryption and other forms of encryption such as encryption of the data carriers on which the data are stored. If you feel that your data is not properly secured or there are indications of abuse, please contact DVJ Insights BV via http://privacy@dvjinsights.com . Contact, questions & complaints If you have any questions or comments about this privacy statement of DVJ Insights BV (e.g. about the processing of your personal data by DVJ Insights BV, if you wish to modify or delete your data, or if you wish to revoke your permission) or if you have a complaint about the way in which personal data is processed by DVJ Insights BV, you can contact us using the contact form or by writing an e-mail to privacy@dvj-insights.com . You can also contact us by phone on +31(0)88 2345 700. 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Discover DVJ Insights' Brand Growth Platform, combining academic research and practical expertise for innovative brand strategy insights. Brand Growth Story To understand Brand Growth better, DVJ takes an integrated view. Via our Brand Growth Platform, we combine academic and practical expertise to understand the concept of brand growth better. It serves as a knowledge base, offering unique learnings tailored for marketing and insights professionals aiming to drive brand growth. What is our Brand Growth Platform? The platform includes the following key components Academic Collaboration including an Academic Brand Growth Board : We integrate academic insights with practical experience by partnering with universities and collaborating with academic boards for consultation. Through PhD sponsorships, we cultivate deep expertise and continuously advance our understanding. Visionary Interviews with Marketing Leaders: To gain a nuanced understanding of growth-driven marketing practices, we conduct in-depth interviews with industry leaders. These discussions, covering a wide range of topics, help shape our thinking, explore emerging trends, and identify gaps in current practices. Over recent years, we have engaged with hundreds of CMOs, CMIs, and CEOs from leading brands such as Vodafone, Domino’s, Volvo, Cloetta, Nestlé, and Unilever. Quantitative Studies with Marketing Professionals: For the past eight years, we have conducted an extensive quantitative study involving over 3,008 market leaders in Europe and the US. These studies validate our insights and highlight effective strategies and tactics. By measuring company success metrics, we distinguish high-performing companies and provide data-driven recommendations to help our clients develop winning strategies. Brand Growth Events: Based upon the findings of brand growth we organise master classes, round tables and in company trainings for our clients. We also organise an annual event with best practices from top brands and features recent academic insights presented by leading marketers and professors. The Brand Growth Event unites knowledge from research, academia, and industry practice, offering a comprehensive view of the learnings accumulated over the year. The Brand Growth platform is a platform where the academic and the practical world come together to understand better what brands need to do to grow. How we use the Brand Growth Platform Guided by DVJ’s commitment to advancing research and helping clients grow, we developed the Brand Growth Platform to bring together all our learnings in one place. The platform’s objectives are as follows: Product and Solution Innovation: All our solutions are designed with our clients’ growth in mind. We constantly strive to enhance our products, using feedback from both academic and practical insights to create more effective tools and solutions. Internal Development and Training: Our researchers and consultants play a crucial role in every study, adding depth to the analysis and supporting clients in interpreting results. By fostering a deeper understanding of growth drivers and diverse growth strategies, we equip our team to better serve our clients. Knowledge Sharing Through Content, Workshops, and Events: We are dedicated to disseminating knowledge through various formats. This includes writing articles, collaborating with media partners, organising roundtables and workshops for in-depth discussions, and hosting our annual Brand Growth Event. This makes the Brand Growth Platform a true source of inspiration for our people and clients resulting in a strong focus towards growth. History of Brand Growth In 2010, Byron Sharp published How Brands Grow: What Marketers Don’t Know, a book that brought decades of evidence-based research to the forefront for marketers aiming to expand their brands. Inspired by Sharp’s work, we began organising workshops and masterclasses to explore brand growth strategies, implement Ehrenberg-Bass Institute findings, and examine the broader implications of research on marketing practice. From our initial learnings, we recognised several important insights: Numerous concepts support the Ehrenberg-Bass Institute’s findings, while some alternative perspectives emerged, offering new insights into brand growth. A good example is how the reasoning behind understanding CEPs, to replace traditional category definitions, is widely supported. Researchers worldwide are exploring growth, yet their findings often lack the widespread visibility enjoyed by the Ehrenberg-Bass Institute’s work. By using our network of academic partners, we were able to understand brand growth even better resulting in a unique brand growth framework. Implementation of the Brand Growth thinking in proper and valid research is missing. That is why we have developed a new series of tools and techniques to measure all the elements of brand growth in a much better way. We saw an opportunity to compile and share insights on Brand Growth from both academic and practical viewpoints, highlighting the depth and diversity of perspectives on this topic. In 2016, DVJ launched the Brand Growth Platform, establishing a long-term programme designed to endure and evolve. Our goal was to create a central repository for insights, consistently sharing knowledge from professionals across various roles, industries, and geographies. Today, the Brand Growth Platform has grown into a global initiative. Recognising the many facets of Brand Growth, we select one key focus area each year. These annual Ingredients for Brand Growth are chosen by our Brand Growth board, reflecting advancements in both academic research and industry practice. Ingredients for Brand Growth Each year, the Brand Growth Platform focuses on a unique, strategically chosen topic, allowing us to build comprehensive knowledge and provide deeper insights into critical areas of brand growth. By concentrating on one theme annually, we delve into the latest research, case studies, and best practices, ensuring an in-depth understanding that benefits our clients. This approach not only fosters continuous learning and innovation but also enables us to address evolving industry needs and provide actionable strategies tailored to the specific challenges and opportunities brands face today. Promotions Sales promotions boost short-term sales but rarely drive long-term growth or loyalty. How can promotions fit into a winning strategy? What does research say about their impact? Why are they so popular among brands? CSR Corporate Social Responsibility means integrating social and environmental concerns into business strategy. What can we learn from responsible businesses? How can we act and consume sustainably? How can CSR align with business goals? Moment of Truth The MoT is a critical point in the customer journey where impressions of a product, brand, or service shape purchase decisions. For many, the MoT is the moment of purchase. What is the most important Moment of Truth? How can it be influenced? Data driven decision-making As firms have more and more data, it becomes more and more important what they subsequently do with it. To what extent are firms already data-driven? To what extent do they use data for important marketing decisions? Creative Development Creative development plays a crucial role in making advertising effective. Strong creative ads achieve the same impact with fewer GRPs compared to weaker ones. How does the creative development process work? What challenges arise? When and how is research involved? Innovation Innovation, which can be both radical and incremental, appears to be one of the largest drivers of brand growth. What are the sources of innovation and who is responsible for innovation? What does the innovation process look like and is research involved in it? Media Byron Sharp argues that you should always be visible as a brand and therefore, use an always-on strategy. How much do firms prioritise branding versus sales activation? Are they following the 60/40 rule by Les Binet and Peter Field? What media channels are they using? Brand The brand is at the core of Brand Growth, which is why the first year, we focused on the brand and its strategy. Is branding used throughout the organisation? Is there a brand policy? And is the brand used consistently? History of Brand Growth

Get insights into customer journey mapping with DVJ Insights. Discover key touchpoints and strategies for optimized communication. Consumer Journey How does the orientation and purchasing process of your consumers work? < Back to all products How well do you know your consumer? Do you know which triggers lead to purchases in your category? Which online and offline touchpoints are used in the orientation process? On which parts of the consumer journey do you perform better, or not as well as your competitors? What is the most important Category Entry Points the consumer journey starts off with? How do you win the battle at the different moments of truth? These are all important questions in optimising the strategy which is used for communication and distribution. DVJ’s Consumer Journey Study offers rich insight into the consumer journey of all consumers. No phase is forgotten in our model: from the first orientation to the next purchase. The combination of different techniques gives insight into how the strategy per phase can be optimised. A Consumer Journey Study – for every product – is unmissable to further develop your strategy. Our approach DVJ’s Consumer Journey consists of different academic perspectives and different implicit and explicit research techniques. The study fits and is based on insights from the academic world (especially Ehrenberg-Bass and McKinsey’s circular model). We use a large sample, so the volume of all triggers that can lead to purchasing are mapped out. The sample is based on people in different phases of the purchase process so that both the orientation process and the actual purchase are analysed. We offer deep insight into the most important touchpoints and obstacles in the consumer journey through qualitative techniques. With our Decision Tree Method, we ask consumers to rank different elements in the consumer journey so the most important elements and valid moments in the consumer journey can be determined. We provide in-depth insight into the 5 W’s and consumer segments which provide strategic insight into the brand and how to win the battle for consumers. 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. Due to the basis of academic principles, a broad reference is available to see the results in perspective. Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed from different perspectives. 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. Related No posts published in this language yet Once posts are published, you’ll see them here. Your benefits Qualitative and quantitative insight into the entire journey. Based on academic principles and therefore easily fitted. Clear overview of the most important touchpoints in the orientation and purchase process. In-depth insight into the 5 W’s and segments for concrete direction and optimisation. All qualitative and quantitative results are available in a portal. Clear presentations and workshops from our Senior Consultants to bring the consumer journey to life. Interested in more information? Do you have questions or are you interested in finding out more about Category Entry Points? Speak with one of our experts to find the right solution for you. Get in contact with a consultant Or visit our other pages for more information: Read more about our Shopper Research Read more about our Strategic Studies

A new complete Brand Health Check Understand the total health of your brand < Back to all solutions Contact Our Approach Brand Reality combines survey-based insights with real purchase behaviour to give a complete view of brand performance. Traditional brand tracking focuses on attitudes, while shopper data focuses on behaviour. Brand Reality integrates both: combining mass qualitative research with actual buying data to understand not only what people buy, but also why they buy it. We analyse brand growth through two critical dimensions: Mental availability: awareness, consideration, associations and category entry points Physical availability: penetration, frequency, shopper behaviour and sales performance By linking these two perspectives, Brand Reality provides a unified view of how brands grow: from perception to purchase. Key Benefits Complete view of brand performance: Combine brand metrics (awareness, consideration, associations) with real purchase behaviour in one integrated framework Understand both the “what” and the “why”: Link shopper data to underlying drivers, motivations and barriers Identify real growth opportunities: Discover where to grow: more buyers, more occasions or stronger mental availability Actionable insights for marketing and category decisions: Directly translate insights into actions on pricing, communication and innovation Bridge the gap between qualitative and quantitative research: Mass qualitative techniques allow exploration and validation at scale Built on proven brand growth principles: Grounded in Byron Sharp’s framework of mental and physical availability Our latest posts Pernella Geluk - Geluk Marketing 1 day ago The Cost Of Thinking 3 days ago Maaike Aarts - Kia Netherlands Jul 15 Contact Contact 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

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

Brand Research What are the growth opportunities for your brand? < Back to all solutions Contact 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. Our latest posts Pernella Geluk - Geluk Marketing 1 day ago The Cost Of Thinking 3 days ago Maaike Aarts - Kia Netherlands Jul 15 Contact Contact Previous Next