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. When AI Has To Show Its Hand: What Disclosure Could Mean For Advertising Effectiveness Generative AI gives advertisers something they have always wanted: more creative output, produced faster and at lower cost. But a new question is emerging. What happens when consumers know that AI was involved? That question is becoming increasingly relevant as European transparency requirements around certain forms of AI-generated and manipulated content come into effect. The discussion therefore moves beyond whether marketers can use AI. The more interesting question is how Jan Aarts 1 day ago 3 min read 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

Discover DVJ Insights' collaborations with top academia to enhance competitive market analysis and drive advertising research. Academic co-operation The academic world plays an important role in the development of new products, the validation of new techniques and the increasingly intelligent analysis of data. Therefore, we have tied the academic world into our way of working. Our Center of Expertise has different people with a PhD background who all successfully implement academic insights into our way of working. Academic Brand Growth Board The Academic Board From left to right: Henrik Sattler (Professor Marketing & Branding, University of Hamburg), Caroline Wiertz (Professor of Marketing, CASS Business school London), Peter Ebbes (Associate Professor, HEC Paris), Tammo H.A. Bijmolt (Professor Marketing Research, University of Groningen) An academic advisory board is essential to the Brand Growth Platform, ensuring that our strategies are deeply rooted in scientific rigor and the latest academic research. This distinguished board brings diverse expertise, elevating our approach to brand growth through well-rounded, research-based insights. Professor Tammo Bijmolt is a leading expert in marketing analytics and consumer behaviour, contributing critical insights into data-driven decision-making and brand performance measurement. His expertise refines our analytical frameworks, ensuring our strategies are supported by reliable, evidence-based metrics. Professor Henrik Sattler specialises in brand management and pricing strategy, providing valuable perspectives on brand value dynamics and consumer perceptions. His guidance enhances our approach to value creation, aiding brands in optimising positioning and profitability. Professor Caroline Wiertz offers profound knowledge of digital consumer behaviour and social media’s impact on brand engagement. Her insights into online brand communities and digital interactions empower us to navigate the evolving digital landscape, helping brands build stronger connections with their audiences. Professor Peter Ebbens is an authority on causal inference and predictive analytics, bringing expertise that sharpens our understanding of cause-effect relationships in brand growth. His contributions allow us to interpret complex data accurately and derive actionable, predictive insights. Together, this academic advisory board ensures that the Brand Growth Platform remains at the cutting edge of research-driven practice, providing our clients with scientifically sound, innovative strategies for sustainable brand growth. Read the articles PhD Sponsoring DVJ invests in the academic world and the development of talent through financing PhD programmes. As a result, more is learned from all insights from the academic world. DVJ collaborates with three PhD candidates, providing sponsorships for data, salaries and data-cooperation third. Their research addresses key areas within advertising effectiveness and brand growth. Hidde Smit – Effectiveness of Advertising in the New Media Landscape: Hidde’s research explores optimal media mix planning to drive brand growth and sales. One aspect of his project examines strategies for effective ad mix planning, while another focuses on the creative elements of advertising and their impact on brand growth and sales. His blog post on integrated advertising mix planning has already been shared in a published blog. Veronica Burbulea – Effectiveness of Out-of-Home (OOH) Advertising: Content & Context. Veronica’s work delves into the relatively under-researched area of OOH advertising, analysing ad content, placement, and the congruence of surrounding environments with OOH ads. She began this project last year, with further studies planned. Her insights on mastering OOH advertising have already been shared in a published blog . Kai Tan – Consistently Standing Out: The Impact of Advertising Creativity and Consistency: Collaborating with Nielsen and DPG Media, Kai investigates the evolving automotive ads by various features, consistency, and uniqueness, linking these attributes to consumer perceptions and sales outcomes. Find his blog on using AI to measure ad creativity at scale here . Network of Universities DVJ collaborates with a number of universities across Europe, fostering a connection between academic research and industry practice. Our current university partners include: University of Groningen, VU Amsterdam, Tilburg University, University of Amsterdam, and the Customer Insights Center RUG (affiliated with the University of Groningen), Universität Hamburg, Technische Universität München, HEC Paris and the Bayes Business School. Our partnerships with these institutions cover several collaborative activities: Guest Lectures : Sharing knowledge directly with students through guest lectures. Data Sharing for Academic Projects : Providing data for course assignments, enabling students to apply learned concepts to real-world data. Support for Theses and Research : Supplying data for master’s theses, PhD studies, and other research projects, fostering impactful academic insights. PhD Sponsorships : At the University of Groningen, DVJ sponsors two PhD positions to advance research in marketing effectiveness and brand growth (as detailed in point 2). In 2024, DVJ, together with three PhD students, organised a special session at the EMAC Conference, Europe’s largest scientific marketing congress, to bridge the gap between theory and practice, foster knowledge sharing, and showcase the value of market research. Additionally, we organise “Science Meets Practice” Roundtables with our university partners, where researchers present their findings on relevant topics to a select group of key clients and prospects. These sessions spark valuable discussions, providing insights and inspiration for both the academic and business communities. Through these initiatives, DVJ is committed to advancing academic collaboration, facilitating knowledge exchange, and inspiring future professionals in the field of market research.

Discover the key learnings from the Brand Growth Event 2026 and translate 10 years of Brand Growth research into tangible growth for your organisation. What can you do with the learnings from our Brand Growth Event? Bring them into your organisation. During our 2026 Brand Growth Event, we shared the first learnings from 10 years of DVJ Brand Growth research with an international audience of marketing, strategy and insights professionals. Now the question is: what do these insights mean for your organisation, and how can you translate them into growth? Book a custom Brand Growth deep dive Together, we apply the Brand Growth learnings to your context and identify the most important strategic growth gaps. The workshop includes tailored preparation and a Strategic Growth Gap scan to pinpoint where these gaps are most likely to impact growth. Format: 2-hour workshop Price: €12.000 Best for: leadership teams, marketing teams, strategy teams Book Your Workshop Learn more Invite us for a free Brand Growth highlights session A 30–45 minute on-site or online presentation with the highlights from 10 years of Brand Growth research. Ideal as an inspiring introduction, lunch session or internal conversation starter for teams that want to explore the implications of the research. Format: 30–45 minute presentation Best for: inspiration sessions, team kick-offs, lunch sessions Book Your Session Learn more Enquire about a Brand Growth keynote by Lucas Hulsebos A keynote by CEO Lucas Hulsebos on the themes behind The Growth Decision and what it takes for organisations to create the conditions for sustainable growth. Ideal for leadership events, client events and team inspiration around growth, strategy and decision-making. Format: keynote Price: €9.000 Best for: events, leadership sessions, executive audiences Enquire About Keynote Learn more Request the Brand Growth Report 2026 Discover the key insights from 10 years of Brand Growth research, based on 20,000 marketers across Europe and the US. Learn what winning brands do differently and how they combine media, innovation, creativity, data and promotions to drive sustainable growth. Format: report Price: free Best for: marketers and brand leaders. Request the report Learn more Also explore: The Growth Decision A new book by Lucas Hulsebos on leadership, strategy and the architecture of sustainable brand growth. Pre-order the book now. Order the book What we shared during the event At our Brand Growth event, we brought together three perspectives on sustainable growth Mark Ritson With his keynote Growth! 10 Drivers after 10 Years of DVJ Analysis Request the recording Request the report Jori van de Spijker Presenting the first results of the 2026 Brand Growth report Lucas Hulsebos Introducing the broader thinking behind the Strategic Growth Gap and his book The Growth Decision Order the book Three learnings that stood out Growth remains difficult Even with more tools, data and channels, sustainable growth remains hard. Many organisations are still managed for short-term outcomes while being asked to build long-term brand strength. The biggest gap is often not knowledge, but action Most organisations already know more than they consistently apply. The difference lies in what teams continue to prioritise and protect when pressure rises. Focus, discipline and alignment matter more than ever Winning organisations are not necessarily the most sophisticated. They are the most aligned, the most disciplined and the clearest about the choices that drive growth. About the DVJ Brand Growth Platform - 10 years of learning The Brand Growth platform combines: Annual international research among marketing professionals Vision interviews with CMOs and insight leaders Academic thinking and practitioner reality A longitudinal perspective on what drives sustainable growth Over the past 10 years, this has grown into one of DVJ Insights’ core thought leadership platforms. The latest edition of the DVJ Brand Growth Study is based on input from 3,000 marketers across 11 countries in Europe and the US. It explores the barriers, behaviours and organisational choices that shape growth today, and what distinguishes organisations that succeed in building it over time. Request the Brand Growth report Ready to turn Brand Growth learnings into action? Whether you are looking for inspiration, a tailored workshop or a keynote for a broader audience, we would love to help you bring the Brand Growth learnings into your organisation. Book a custom Brand Growth deep dive Other Ways To Explore: Free Brand Growth Highlights Session Enquire About a Keynote by Lucas Hulsebos Order The Growth Decision Request Mark Ritson's Presentation

Uncover growth opportunities with DVJ Insights' innovation research. Explore consumer behavior, market trends, and proven strategies. Innovation Research Innovation is essential for building successful brands, and a focus on consumer engagement and rigorous research is vital to minimising costly missteps while uncovering opportunities for growth. With the right tools and insights, you can identify high-potential opportunities and maximise the impact of your innovation efforts. Comprehensive Solutions for Every Step of Innovation Our comprehensive suite of solutions supports every step of your innovation journey. From discovering strategic opportunity spaces to developing differentiated, meaningful products and optimising the marketing mix, our solutions are designed to enhance the performance of your product launches. By helping you identify, develop, and adapt innovations to evolving market conditions, we empower you to achieve sustainable growth and strengthen long-term brand equity. Tailored Approaches to Innovation Challenges Inspiration & Early Stages We use qualitative insights at a quantitative scale to deliver representative, actionable inspiration AI-Driven Efficiency Our AI capabilities are guided by robust data to ensure efficiency without sacrificing accuracy. Transparent Benchmarking We provide clear, validated comparisons, giving you confidence in the data and actionable benchmarks. Optimised Marketing Mix Our recommendations for (re)launch strategies are based on validated models and refined collaboratively for precision and shared insights. Clear Insights to Transform Your Innovation Journey No matter how complex your research needs, our team distills findings into clear, actionable recommendations, equipping your stakeholders to make confident decisions. With our support, you’ll drive innovation initiatives that deliver measurable success, adapt seamlessly to market demands, and turn your innovation journey into a powerful driver of brand growth and long-term success. White Space Identification Where to pay and how to win? Idea Generation Selecting the best idea and understand possibilities to optimise Concept Testing Go/no-go decision for every concept and understanding potential success Pre-Launch Optimisation What is the best go to market strategy for arguments, RTB's, communication, packaging and pricing Portfolio Optimisation How to find and develop the most successful range Our Top Solutions

Meet Martin Hellich at DVJ Insights. Learn more about his role, expertise, and contribution to marketing research and analytics. Global Head of Innovation Martin Hellich Martin Hellich is the Global Head of Innovation at DVJ Insights, where he helps clients drive innovation success through research, analytics, and tailored solutions. With nearly 25 years of experience, he regularly shares his insights at industry events and in publications. Languages: German, English To book as: (Keynote) Speaker, Panel discussions, Webinar, Workshop About Martin Recent Presentations Topics Book Martin About Martin Hellich Global Head of Innovation, DVJ Insights Martin Hellich serves as the Global Head of Innovation at DVJ Insights, partnering with clients to drive the commercial success of their Innovation, Price and Product Management. 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 nearly 25 years of experience in various roles across professional services, Martin regularly shares his perspectives through publications and industry events, contributing to discussions on innovation and related topics. 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 is a glimpse into one of our most recent sessions that challenged assumptions and inspired action. Better, Faster, and More Affordable Innovation—Without Compromise Presented at: Woche der Marktforschung Key highlights: A direct comparison between traditional concept development and two AI-powered innovation approaches How generative AI can accelerate concept creation without sacrificing quality The power of combining AI with real consumer stories to boost relevance, distinctiveness, and shareability The full journey from idea generation to validated concept—with fewer resources and faster turnaround Data-driven proof that GenAI can match (or exceed) human-created insights in early-stage innovation Request this talk “If you still think speed, cost, and quality can't go together—this research proves otherwise.” — Martin Hellich Topics Interested in booking Martin as a speaker? If you’re interested in one of our topics or would like to invite Martin for your event as a (keynote) speaker, we’d be happy to connect. Simply click the ‘Book Martin 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 Martin as speaker Publications As Global Head of Innovation at DVJ Insights, Martin Hellich brings nearly 25 years of expertise to the field of innovation research. In his publications, he explores how brands can turn emerging technologies, co-creation, and early-stage idea testing into drivers of commercial success. His writing blends strategic insight with practical application, always focused on helping businesses innovate smarter and faster. Beyond Trial – What Concept Test Can Tell Us About Repeat Purchase The Myth of the Second Purchase One of the most persistent beliefs in concept testing is that repeat purchase lies beyond its reach. A concept test may indicate whether consumers are interested in an innovation. It may help predict whether they will notice it, consider it or perhaps try it for the first time. But whether they subsequently buy it again is commonly assumed to depend almost entirely on the actual product experience. Martin Hellich Sep 7 6 min read Forget The Journey. Find The Moments That Matter. Customer Journey and Path-to-Purchase studies have become a staple of modern marketing. They offer an intuitive way to understand how consumers move from awareness to consideration, purchase, and beyond. Often, the findings are visualised as a journey map or funnel: a sequence of touchpoints arranged in neat order, suggesting a structured progression from one stage to the next. The appeal is obvious. These frameworks are easy to understand, easy to communicate, and visually c Martin Hellich Aug 3 4 min read Can AI Put CMI Back In The Driver's Seat? How Consumer-Centric AI Innovation Creates a New Leadership Role Customer-centricity has always been the Foundation of Great Innovation Innovation has never been about technology alone. The most successful innovations emerge when companies identify and address meaningful customer needs. Whether it is simplifying everyday tasks, removing friction from experiences, or enabling entirely new ways of solving problems, the underlying principle remains the same: consumers do not buy innovations because they are technologically sophisticated. They Martin Hellich Jul 7 4 min read

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

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

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 ). 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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. Our employees may use personal devices to access our systems containing your Personal Data, thus your Personal Data may be transferred through or to service providers who contract with our employees for cellular data everywhere in the world. We may be required to share your Personal Data to comply with a court order, law, or legal process, including responding to government or regulatory requests. We may disclose Personal Data if we have reason to believe that disclosure is necessary to identify, contact or bring legal action to enforce any of DVJ Insights BV’s rights, including against you or a third party, for non-payment, violation of any agreement with us, or to otherwise support our business interests. We may share your Personal Data to protect the safety of the company, our customers or others; or to prevent injury to or interference with, our rights or property, or the rights or property of other data processors or anyone else that could be harmed by such activities. 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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. DVJ Insights BV shall take all steps within its power to handle any questions and comments as effectively as possible. You can also file a complaint with the Dutch Data Protection Authority (Autoriteit Persoonsgegevens) in The Hague. Changes This privacy policy is subject to change. Suppose DVJ Insights BV applies changes to its policies, guidelines or other terms and conditions referred to or listed in this privacy policy. In that case, DVJ Insights BV shall issue a notification of the updated version on its website or by e-mail at least one month prior to it taking effect. We recommend that you regularly review our privacy policy. If you do not agree with the changes, you can terminate your contract with DVJ Insights BV.

Explore actionable shopper insights with DVJ Insights. Decode shopper behavior, map journeys, and optimize retail strategies. Shopper Research In the world of shopper behaviour, the ultimate goal is simple: understanding what makes it into the basket. Yet, relying on shoppers to recall their own behaviour often falls short—memory is simply too unreliable. That’s why we take a different approach: asking less and observing more. Innovative Methodologies for Actionable Insights By recreating the decision-making moment, we capture shopper choices in real-time, uncovering insights as they happen. We’re renowned for innovative methodologies such as MassQual, Predictive Analytics, and Findability, which deliver clear, actionable insights. These best-in-class approaches allow us to decode shopper behaviour, empowering marketers to influence the path to purchase and drive meaningful brand growth. Mapping the Shopper Journey Our passion lies in helping brands and retailers truly understand the shopper journey—from the first trigger to the final choice. Our five core products—Pack Testing, POSM Testing, At-Shelf Navigation, Shopper Missions, and Shopper Journey—work seamlessly to map the entire path to purchase. By diving deep into category entry points, we reveal how decisions are made, using the language of the shopper and the context of the moment. From Insights to Impact: Shaping Shopper Experiences and Brand Growth Our insights lead to actionable outcomes across physical stores, e-commerce, and strategic boardroom decisions. Whether it’s improving pack design, refining POSM strategies, or uncovering compelling truths about shopping behaviour, we deliver impact at every level. At the heart of everything we do is one simple truth: our insights don’t just sit on a shelf—they shape what’s on it. Pack Testing Understand performance of a pack in its competitive environment POSM Testing How to drive sales in the best possible way with in store advertising At-Shelf Navigation Finding the best place for your pack and optimise performance of the full shelf Shopper Missions Understand consumers' shopping strategies and link them to the category Shopper Journey Understand how people come to the final moment of truth and what they buy Our Top Solutions

Explore DVJ Insights' Vision Interviews, featuring in-depth conversations with CMOs, CMIs, and CEOs from leading brands like Vodafone, Volvo, and Unilever. Gain insights into effective marketing strategies and brand growth from industry leaders. Vision Interviews Innovation (60) 60 posts Creative Development (55) 55 posts Brand Growth (46) 46 posts Data (45) 45 posts Moment of Truth (22) 22 posts CSR (22) 22 posts Media (22) 22 posts Brand (9) 9 posts Promotions (8) 8 posts Antonia Dedekind - Pandora For Antonia Dedekind, innovation is not about launching the next exciting product for the sake of technical feasibility or novelty. Based on her experience across consumer insights and innovation, sustainable brand growth starts much earlier: with a deep understanding of consumers, culture and the human truths a brand can credibly own. When Antonia joined Pandora seven years ago, she started in Consumer Insights before moving into Innovation, where she now leads the company’s Brand Growth Interview DVJ Research Group 4 days ago 5 min read Carmel Balala - Kellanova When Kellanova separated from Kellogg Company in 2023, it sharpened its ambition to become a global snacking leader. For Carmel Balala, Senior European Away From Home Channel Strategy Manager, that ambition is particularly visible in the Away From Home (AFH) channel. From convenience stores and cinemas to pubs, hospitals and leisure venues, growth is no longer simply about increasing distribution. It is about understanding consumer occasions, tailoring propositions to differe Brand Growth Interview DVJ Research Group 6 days ago 5 min read Dan White - Smartmarketing.me Marketers have more data, technology and tools than ever, but Dan White believes that does not necessarily make marketing better. The real challenge is knowing what evidence matters, turning it into action and retaining the human judgement needed to make good decisions. As a marketing consultant, author and founder of SmartMarketing.me, Dan is known for translating complex marketing concepts into simple visual frameworks. Having spent much of his career studying advertising e Brand Growth Interview DVJ Research Group Sep 4 5 min read Fernando López-Quero - Strategy & Innovation After nearly two decades working across media, strategy, creativity and business, Fernando López-Quero has developed a broad perspective on what truly drives brand growth. Having worked with brands across sectors ranging from banking and energy to luxury and entertainment, he believes growth is rarely the result of a single discipline or KPI. Instead, it comes from connecting brand, culture, media, data and creativity into one coherent strategy. In this conversation, Fernando Brand Growth Interview DVJ Research Group Sep 2 5 min read Nina Holen - Orkla Home & Personal Care In categories where consumers rarely spend much time thinking about brands, building growth requires a different kind of discipline. Laundry detergent, floor cleaners, soap and shampoo are often low-involvement purchases, yet competition is intense, private labels are strong, and the retail landscape is becoming increasingly fragmented. For Nina Holen, Media & Communication Director at Orkla Home & Personal Care (OHPC), brand growth starts with a simple principle: know your Brand Growth Interview DVJ Research Group Aug 26 5 min read Allan Askov Christoffersen – Visit North Zealand Growing a destination brand is fundamentally different from growing a conventional product brand. There is no single product or consumer experience to control. Instead, Visit North Zealand must bring together hundreds of attractions, hotels, restaurants and local businesses under one clear and compelling destination story. For Allan Askov Christoffersen, Head of Marketing & Partnerships at Visit North Zealand, growth depends on creating awareness of the region, helping peop Brand Growth Interview DVJ Research Group Aug 19 5 min read Lucy McCulloch – Hult International Business School In a world where artificial intelligence is reshaping industries, international mobility is becoming more complex, and prospective students have more educational options than ever before, business schools face a growing challenge: how do you stay relevant and continue to grow? For Lucy McCulloch, Director of Digital Experience at Hult International Business School, the answer lies in combining a clear brand proposition with constant adaptation. As a globally focused instituti Brand Growth Interview DVJ Research Group Aug 12 5 min read Chris Kersbergen & Esther Vernhout – Rabobank For Rabobank, brand growth is not about becoming louder or simply more visible. It is about making the bank’s cooperative identity relevant in today’s world. For Chris Kersbergen, Head of Global Brand, and Esther Vernhout, Brand Strategist, that means building from Rabobank’s distinctive DNA: not just being a bank, but a cooperative bank with a role in society. With “Onze Bank” (Our Bank), Rabobank has found a platform that makes this idea simple, recognisable and flexible en Brand Growth Interview DVJ Research Group Aug 5 5 min read Hanna Riberdahl - Brand Marketing Sweden Marketing has gained more tools, more data and more channels than ever before. Yet for Hanna Riberdahl, CEO of Brand Marketing Sweden, the central challenge is not whether marketers can do more, but whether they are creating more value. As the independent trade organisation for Sweden’s marketers, Brand Marketing Sweden works to strengthen the role of marketing, improve effectiveness and support companies in building long-term, profitable growth. In a landscape increasingly s Brand Growth Interview DVJ Research Group Jul 29 6 min read Pernella Geluk - Geluk Marketing For Pernella Geluk, innovation only drives brand growth when it starts with relevance and is followed through with discipline, adequate timing and entrepreneurship. As an independent marketing and innovation consultant, she helps food companies turn consumer and customer insight into concrete concepts, successful launches and long-term growth. Working mainly in FMCG food, both on the consumer side and increasingly in B2B, Pernella sees innovation not as a pipeline of new prod Brand Growth Interview DVJ Research Group Jul 22 5 min read Maaike Aarts - Kia Netherlands Six years ago, Kia Netherlands stood on the verge of a major brand transformation. Since then, the brand has introduced a new global identity, strengthened its position in electric mobility and became market leader in the Netherlands. For Maaike Aarts, Manager Communications and PR at Kia Netherlands, that growth was not driven by one single factor, but by the ability to bring a global strategy to life locally supported by the right mix of products, a strong dealer network an Brand Growth Interview DVJ Research Group Jul 15 5 min read Alex Kheirmand - Schysst Käk In just over a decade, Schysst Käk has grown from a small Swedish start-up founded by brothers Amir and Alex Kheirmand into a fast-growing food company that expects to reach close to SEK 800 million in turnover. Built around the idea of making kebab easy to prepare and enjoy at home, the brand has effectively created its own category, ”Home Kebab”, in Swedish grocery retail. For Alex Kheirmand, Founding Partner and Chief Commercial Officer, the growth has not come from inve Brand Growth Interview DVJ Research Group Jul 8 6 min read Héctor Rivero - McDonald's Spain Marketing has never been more complex. Consumers move across countless channels, attention is fragmented, and businesses face constant pressure to deliver short-term results. Yet for Héctor Rivero, Senior Marketing Manager at McDonald's Spain, the fundamentals of brand growth remain remarkably simple: understand people, define a clear message, and stay consistent over time. In this conversation, he shares why marketing should be viewed as a company-wide capability, why shor Brand Growth Interview DVJ Research Group Jul 1 5 min read Philip Hambach - adidas What does it take to grow a global brand in today’s complex, fast-moving landscape? For Philip Hambach, who has spent more than 18 years at adidas working at the intersection of brand strategy, insights and data, the answer lies in balance. Balance between global and local, between product and brand, and increasingly, between human judgement and machine intelligence. In this conversation, Philip shares how adidas has evolved its approach to brand growth and how data and AI ar Brand Growth Interview DVJ Research Group Jun 24 5 min read Lorena Poza Díaz - Bizum In just ten years, Bizum has become a familiar part of everyday payment behaviour in Spain. What started as a shared initiative by Spanish banks to improve the digital banking experience has grown into a brand many people now use almost automatically. For Lorena Poza Díaz, responsible for communications, marketing and sustainability at Bizum, that familiarity is both a strength and a challenge. The next phase of growth is not only about being known, but about staying relevant Brand Growth Interview DVJ Research Group Jun 19 6 min read Fran Ares – Glocally In a media landscape defined by fragmentation, shrinking attention spans and rapid technological change, brands face a growing challenge: how to remain visible, relevant and chosen. For Fran Ares, CEO and founder of Glocally, brand growth is not about one single lever, but about staying close to the market, understanding how consumers behave, and making it easy for people to choose you. As Glocally enters a new phase with a renewed identity and broader positioning, Fran refle Brand Growth Interview DVJ Research Group Jun 17 6 min read Prasun Bose – Essity For Prasun Bose, Global Director of Insights at Essity, brand growth is no longer just a marketing question, but a systemic one. After more than eight years at the company, working on its flagship incontinence brand TENA, his role has evolved from traditional research into building a fully integrated insights ecosystem. The ambition is clear: to connect consumer understanding, market data, and business performance into a single source of truth that drives real growth. In a ca Brand Growth Interview DVJ Research Group Jun 15 2 min read Petra Oonk - Kneipp Benelux Kneipp has been rooted in a clear philosophy for over 135 years. Built on the principles of water, plants, nutrition, movement and balance, the brand has evolved from a traditional bath product into a broader wellbeing proposition. In this conversation, Petra Oonk, Head of Marketing at Kneipp Benelux, shares how the company approaches brand growth through a combination of strong heritage, organisational alignment and continuous relevance in a competitive market. A Strong Ide Brand Growth Interview DVJ Research Group Jun 12 5 min read Beatriz Faustino – Brand Growth Through Relevance, Experience And Business Impact For Beatriz Faustino, brand growth starts with a simple but often overlooked principle: marketing must be at the service of the business. Drawing on her experience as Chief Marketing and Digital Officer across leading retail, restaurant and lifestyle brands including Carrefour, McDonald’s, Burger King, Swatch and Imaginarium, she sees the CMO role as a strategic bridge between customer understanding and commercial growth. In this conversation, Beatriz explains why relevance i Brand Growth Interview DVJ Research Group Jun 10 5 min read Nina Hagman - Herrljunga Drycker In a market dominated by large players and tight category conventions, standing out is no easy task—especially for a smaller, family-owned company. In this conversation, Nina Hagman, Marketing & Innovation Manager at Herrljunga Drycker, shares how the Swedish beverage company has carved out a distinct position through bold innovation, strong internal alignment, and a willingness to challenge category norms while staying true to its DNA. From Idea to Market: Owning the Full Brand Growth Interview DVJ Research Group Jun 8 5 min read Tom van Kuyk - Royal Dutch Jaarbeurs In today’s rapidly evolving events landscape, traditional venues are being challenged to redefine their role. In this interview, we speak with Tom van Kuyk, Head of Business Innovation at Royal Dutch Jaarbeurs, one of the Netherlands’ leading exhibition and conference organisations. In our conversation, we explore what brand growth means in this context, how live experiences are being redefined, and how innovation is shaping the future of the organisation. From Venue to Desti Brand Growth Interview DVJ Research Group Jun 5 5 min read 1 2 3 4 5

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

Discover DVJ Insights' collaborative approach, integrating AI-driven tools and FUA principles to deliver actionable recommendations. Explore our use of benchmarks, interactive workshops, and online tools to enhance your brand's growth strategy. Way of Working At DVJ, we combine a unique "mass qual" philosophy with excellence at every stage of the research process. Our team of senior experts leverages deep research knowledge and extensive experience to ensure high-quality support for our clients. Driven by a commitment to quality, our approach is guided by strong research principles and a well-organized structure. This ensures we deliver actionable insights that are strategically aligned with our clients' growth objectives. Our Mass Qual Philosophy DVJ was founded from a deep passion for research and a commitment to making insights more impactful and actionable. This dedication to innovation led the MOA jury to name DVJ “Agency of the Year,” recognising our continuous integration of groundbreaking techniques into established research methods. Our approach to questionnaire design blends techniques from quantitative, qualitative, and registration research to provide a holistic view of consumer behaviour. Central to our approach is our MassQual question methodology. Rather than relying on predefined answers, we ask respondents to express their stories and emotions in their own words, allowing us to capture authentic insights that would otherwise remain hidden in traditional quantitative methods. By applying specialised analysis techniques to these responses, we are able to quantify emotions and narratives, transforming rich qualitative data into actionable insights. Our partnerships with universities, interviews with marketing leaders, and learnings from previous projects continually enhance our techniques, making DVJ’s tools more precise than traditional market methods. This commitment ensures that our clients receive deeper, more nuanced insights, empowering them to make data-informed decisions that drive growth. Methods & Techniques Marketing Mix Modelling Techniques that are used to connect data. We use different complex statistics. Explicit Techniques Question techniques which reveal conscious behaviour. Through different swipe techniques and visualisations more fun to fill in. Projective Techniques Techniques where we measure what people think. Storytelling is used by DVJ as a response mechanism on insight, positioning and ideas. Registration Techniques Techniques where we focus on registering behaviour. This is developed for measuring the media behaviour (zapping away, scrolling, clicking, browsing, etc) and measuring viewing behaviour (online eye tracking). Visual Support Techniques With these techniques we use visual support. Through letting people create visualisations, uploading them and as a cue for storytelling and associations. Artificial Intelligence We leverage Artificial Intelligence to enrich our questionnaires, analyses, visualisations and interpretations. Qualitative Techniques A technique where an open ended question is asked. The uniqueness of our way of working is that we can ask further by using our own classification and highlighting techniques within the story. Implicit Techniques These techniques are used to measure the unconscious behaviour of people. Examples are the IAT, the AAT, SCT and Instant Appeal test. Process Quality Conducting market research is a complex process that in many cases is organised as patchwork with many different departments involved. We know that every hand-over is a moment that quality goes down. At DVJ we have a strong commitment to harmonise this process where quality and added value are the leading principles. Our efficient processes enable us to dedicate more time to clients and remain competitive on costs, ensuring impactful results. Centralised Global Approach DVJ employs a centralised model, utilising a consistent software platform and a unified team. This approach ensures the highest quality standards, seamless project management, and comparability of results across all markets. Our team is truly global by combining more than 20 different nationalities. Flexibility by One-team Principle While standardisation is essential, flexibility is equally important. DVJ provides clients with adaptable processes and custom options for questionnaire design and reporting, allowing us to tailor insights to specific business needs. This is possible because all steps in the process are done by the same team. Clear Process and Quality Checks Our approach combines disciplined project cycles with strong project management expertise, resulting in an efficient, structured workflow from start to finish. Because there are no hand-overs, quality checks work different by utilising the true 4-eyes principles. This also means that results are leading for quality checks. Panel quality is foundational to every research project. DVJ partners closely with top panel suppliers, ensuring a reliable and high-quality respondent pool. These partners are selected on global scope, multi sourced panels and technology to detect bots and fraudulent behaviour. Panel Access & Sampling Survey & Data Processing DVJ’s surveys are device-adaptive, highly visual, and incorporate varied techniques, enhancing data quality, improving completion rates, and allowing for comprehensive data checks. We have integrated questionnaire design, translation and device control into one system, making sure that in global research all questionnaires are the same. Data Quality Control Quality control is embedded in every stage of our process, covering (1) questionnaire quality, (2) sampling, and (3) completed survey checks, including open-end responses, straight lining, drop-out rates, survey length evaluation, and bot detection. Based on generative AI, we have developed a unique quality score to understand respondents’ commitment to filling in questionnaires. Team Structure DVJ project teams consist of two roles ensuring highest quality in project management and insights. Research managers are responsible for all operational steps; consultants translate data into concrete insights. Project teams are supported by DVJ Centre of Expertise. We make sure that the team is seasoned and committed to our clients resulting in a true partnership. All Inclusive At DVJ we believe that our clients are looking for solutions and answers. That is why in every project we do not count the hours and stop if the maximum is achieved. This means that the costs are always for the full project. Our dedication is to answer the questions and not to bill the hours that we spend. AI Embedded AI is something that is fully embraced at DVJ and plays a vital role at every stage of the research process, from questionnaire development to the final interpretation of results. In designing questionnaires, AI-driven tools ensure that survey questions are precisely crafted, and we know for sure that we only use validated scales by leading scientists. We have created an AI-bot that only uses the relevant marketing journals and combined with our own suite of solutions. Once data is gathered, AI-supported algorithms streamline data cleaning, rapidly identifying and correcting inconsistencies, detecting anomalies, and filtering out irrelevant information. This ensures that datasets remain robust and reliable, ready for deeper analysis without the manual overhead traditionally required. In the analysis phase, AI is further integrated into the creation of complex scripts that process and segment the data, accommodating intricate research requirements. These scripts, powered by machine learning, adapt to specific client needs, allowing the company to generate detailed, customised insights. Finally, AI enhances the interpretation of results, providing statistical and predictive analysis that reveals patterns and forecasts potential outcomes. With AI support, these interpretations become more precise, allowing clients to make informed decisions based on highly accurate insights. This comprehensive integration of AI, from questionnaire design to result interpretation, empowers the company to deliver high-quality, data-driven insights that elevate client strategies and decision-making. Reporting Not every report is designed the same, nor does every report serve the same purpose. In response, we have developed several reporting formats, aligned with FUA principles (Finding, Understanding and Action), to meet the current working methods of many of our clients. Our FUA-based way of working means that every result is interpreted and translated into actionable recommendations. 01 Benchmarks Integrated To put results in perspective, DVJ uses a lot of benchmarks and norms that goes beyond the traditional way of comparing with an average. For all solutions we have looked at elements that drive growth. Our benchmarks are created to make sure that it is compared with a number that is necessary to drive impact. For all domains we have relevant and country specific benchmarks and norms available. 03 Insights Portal Besides actionable recommendations, we know how important it is to get easy access to results. That is why we have created different online tools to make sure results are accessible 24/7 by everyone. Our online tools allow users to view results in an intuitive way. We have developed tools for access to all results in combination with specific dashboards. 02 Interactive Workshops Designed to drive actionable outcomes, these workshops prevent the frustration of presentations that lack direction. Using our footprint model, clients leave with a clear roadmap for implementation, ensuring each insight aligns with Utilisation and Actionability. Our consultants are trained to host workshops at the beginning, during and at the end of a project. 04 Brand Dashboard This unique dashboard combines our proprietary research with external data, featuring campaign evaluation and media planning tools. Footprint is reflected in the scope of included data sources, while Utilisation and Actionability guide the dashboard's practical design. It is the next step in dashboarding continuous research. Our ISO Certifications In today’s fast-paced data-driven world, maintaining high standards of quality in research is essential. For organisations like DVJ Insights, upholding rigorous quality standards is not just an expectation, it’s a commitment to delivering reliable insights while safeguarding client data. To ensure their work meets the highest standards, DVJ adheres to several key certifications: ISO 20252 : This international standard establishes a comprehensive quality framework, setting specific requirements for the design and execution of market research projects. Beyond individual project standards, ISO 20252:2019 demands that certified research firms maintain stringent quality control practices across their entire operation, ensuring consistency and reliability. DVJ’s compliance with this standard underscore its commitment to excellence, with a Statement of Applicability that reflects its dedication to quality assurance. ISO 27001 : Data security is as critical as the insights drawn from it. The ISO 27001 certification demonstrates our dedication to processing information securely. Every day, we handle various types of third-party information, treating data security with the highest regard to protect clients’ valuable assets. ISO 26000 : Beyond data and quality, DVJ is committed to social responsibility, as demonstrated by its alignment with ISO 26000. This standard offers guidelines on ethical responsibility, ensuring that we operate sustainable, fair, and transparent. It covers principles like accountability, transparency, and ethical behaviour, setting the foundation for DVJ to positively impact society and the environment in all aspects of its operations By aligning with these standards, DVJ illustrates that quality is not just a component of their service, it is the foundation. On top of these ISO certificates, DVJ also is committed to ensuring that financial reports are accurate, transparent and compliant with regulatory standards. We are keen to include effective risk assessment and mitigation strategies to protect the company from unexpected financial losses or market shifts. Our quality in cash flow management enables a company to meet its short-term obligations while also investing in long-term growth opportunities.