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Blog by Claudia Polimeno Since the first television commercial aired in 1941, TV advertising has played a central role in shaping consumer decisions and perceptions. With its unique ability to combine visuals, sound, and storytelling, TV remains a powerful medium for capturing attention and building brand awareness. Despite the rise of digital alternatives, television continues to deliver nearly half (46.6%) of advertising-generated profits, boasting an impressive ROI of £5.94 per pound spent (Ebiquity and Gain Theory, 2018). Its audiovisual storytelling capabilities allow advertisers to engage audiences in ways other formats cannot (Findley et al., 2020).

Blog by Hidde Smit – PhD student at the University of Groningen DVJ Insights values cooperation with academia and therefore sponsors several PhD students. One of them is Hidde Smit (University of Groningen), who is researching advertising effectiveness. One of the projects examines the impact of advertising mix planning decisions on different KPIs across the purchase funnel. The project provides practical and valuable insights into what really matters when planning the advertising mix, which can enhance decision-making in the field of advertising. While a number of decisions can potentially impact the outcomes, what are the odds they all contribute equally? In this blog, we will look closer at what matters for awareness.

Insights from the Data & Insights Network – and what it means for the future of brand building By: Lisette Kruizinga – de Vries (DVJ Insights) & Linda van Rijn (YouGov), Jury Members Insights Scientist Award 2025  On May 22, the Data & Insights Network hosted its annual symposium,  “The Value of Influencers for Building Brands,”  at De Balie in Amsterdam. The event brought together researchers, marketers, and creatives to address a timely question: How can brands maximise the value of influencer marketing in 2025? With influencer marketing now a core part of many brand strategies, the conversation has moved forward. Do mega influencers still deliver results? Are micro- and nano-influencers more trustworthy? Can AI-driven influencers create genuine emotional connections? And how can brands make the right choices? Here’s what we learned: Influencer marketing: Hype or brand-building essential? Karen Sweere, Senior Brand Manager at Unilever (Zwitsal), opened the event with a direct question: Is influencer marketing still a trend, or has it become essential to brand growth? Her answer was clear. Brands must adapt. Through practical examples from Unilever’s “social-first” strategy, Karen showed how the balance of control has shifted from marketers to creators. Today’s marketing is about many-to-many communication. Brands are no longer just sending messages out to the masses; they are building communities. To succeed, brands need to be authentic. They need to know who they are, who their community is, and how to create meaningful content that speaks to them. Testing and learning are key, and flexibility is essential.  Choosing the right influencer: What the data says Eva van Reijmersdal, from the University of Amsterdam and the first nominee for the Insights Scientist Award, shared findings from two studies that examined how brands can select the right influencer. She focused on two main elements: audience size and the influencer’s public persona. The research showed that smaller influencers often have a stronger impact because their followers see them as more relatable and trustworthy. The way an influencer presents themselves also plays a role. When they act as opinion leaders, audiences view them as experts, which can benefit the brand. Presenting oneself as a regular person can also be effective, as it supports credibility and social appeal. From influence to impact: What drives sales? Martijn de Kemp, founder of Storyboard Agency, explored how influencer marketing influences purchasing decisions. His agency’s research found that credibility, trust, sincerity, and authenticity matter far more than the number of followers. In 2022, 61 percent of consumers followed influencers. By 2025, that number has jumped to 85 percent. But people don’t buy just because someone popular told them to. They respond to content that aligns with their interests, tells a believable story, and feels natural, even while clearly showing the brand. Martijn also noted that repetition strengthens effectiveness, just as it does with traditional advertising. Measuring ROI: What delivers the best return? Second award nominee Andreas Bayerl, from Erasmus School of Economics, shared his research from a widely downloaded  Journal of Marketing  article. His team examined the financial value of influencer marketing using a database of influencer posts, follower comments, and sales activity. His key finding was that micro- and nano-influencers outperform macro-influencers. These smaller influencers generate more conversions while being more cost-effective. They are also more in tune with their audience, often using the same language and tone, which helps build stronger connections. Can AI influencers be authentic? Herwin van den Berg from the agency Endeavor shared his experience working with influencers since the early days of the industry. He reminded us that influencing is not a new concept. Long before social media, people were already influencing one another’s choices in classrooms and communities. Now, with digital tools and AI, the scale is much larger. Herwin explained that today’s focus is more on quality than quantity. The follower count is becoming less relevant. Influencers are increasingly acting like salespeople, with content serving as the primary driver. His team has also worked with AI influencers like Gabriela for Vredestein. While AI offers complete brand control, the brand eventually stopped using her, unsure how audiences truly felt about engaging with a virtual figure. Can AI be believable? Third award nominee Lotte Willemsen, from Hogeschool Rotterdam and the University of Amsterdam, has been exploring this question from the start. She was involved in creating Esther Olofsson, the first Dutch AI influencer, and her research focuses on whether people can form emotional bonds with virtual figures. The answer is yes. This occurs through a psychological process known as anthropomorphism, where we attribute human traits to non-human entities. Even when people know that an influencer is AI-generated, they can still form emotional connections. While real humans are still more relatable, the gap is not as wide as many assume it to be. She emphasised the need for clear rules about influencer marketing. Audiences must be aware when they are being targeted with advertisements, and regulations need to keep pace with the rise of virtual personas. Key takeaways This year’s symposium left no doubt about it. Trust, credibility, and authenticity are what matter most in influencer marketing. Smaller influencers consistently outperform their larger counterparts in both building relationships and driving results. As AI influencers become more common, the need for transparency and ethical standards increases. The Netherlands has already taken steps, including the creation of  influencerregels.com , which introduces certification requirements for influencers. Whether you’re working with humans or AI, the most successful influencers are those who come across as genuine and authentic. Choose carefully. *This blog was originally posted on Data & Insights Network ( datainsightsnetwork.nl )

DVJ Insights is pleased to announce the appointment of Elin Scotford as Global Client Director, further reinforcing its commitment to client growth through high-quality consultancy and local expertise. Elin, based in Malmö, has 20 years of experience working with both Swedish and Danish markets and will work closely with DVJ’s Nordic team from the Danish office in Copenhagen. “ This strategic addition to the team marks another milestone in DVJ’s growth across the Nordic region,” says Lucas Hulsebos, CEO of DVJ Insights “Our global clients increasingly seek local relevance alongside our global perspective. That’s why we’ve invested in understanding the marketing professional better to support our local consultants in each of our markets. It’s not just about having a pin on the map, it’s about being truly present and understanding the unique dynamics of each market.” Elin brings deep expertise in shopper insights and a proven track record in helping brands better understand consumer behaviour across retail and omnichannel environments. She joins DVJ from YouGov, where she served as Team Lead, Advanced Solutions Nordics. Her background also includes roles at various market research institutes, co-founding her own consultancy firm, and serving as a Board Member of the Swedish Insighters since 2022. “I am truly excited to be part of DVJ’s expansion into the Nordic market and to help bring such an innovative, quality-driven company to the region,” says Elin. “DVJ stands out through its ability to deeply understand client needs and translate them into fast, actionable insights - thanks to its agile way of working, sharp commercial focus and strong ties to academia. This approach is key to supporting our clients effectively on their growth journeys.”

London – December 30th, 2024 – DVJ Insights, the leading Marketing Research and Analytics Agency for Brand Growth, announces the appointment of Léonie Koning as Global Commercial Director starting 1st of January 2025. This strategic addition strengthens DVJ’s commitment to fostering deeper client relationships, supporting international growth, and advancing its mission to be the trusted partner for brands worldwide. Léonie joins DVJ Insights with distinguished experience in market research, strategy and leadership. As CEO of the media agency Initiative Netherlands and later President of Initiative EMEA, she led transformative initiatives that expanded the business across the region and fostered a culture of innovation and excellence. Known for her inclusive leadership style, positive energy, and ability to foster growth in people and organisations, her expertise aligns seamlessly with DVJ’s vision and values. DVJ Insights prides itself on its unique culture that connects teams across multiple international offices, fostering collaboration and shared ambitions. In 2024, DVJ Insights received its 7th consecutive FD Gazelle award, marking a decade of organic growth. With Léonie’s appointment, DVJ aims to integrate its global operations further, enhancing client relationships and ensuring the company’s continued growth in marketing research and analytics. Léonie Koning: “For my next role I decided I wanted to work for a privately-owned business, with an entrepreneurial, innovation-driven spirit and a huge focus on quality. Starting at the first coffee meeting it feels like a great match therefore I am very excited to join DVJ Insights as Global Commercial Director and contribute to their growth ambitions, both nationally and globally. I am very much looking forward to working with the talented DVJ Insights team.” Marieke van Echtelt – Global Managing Director, DVJ Insights : “We are delighted to welcome Léonie to the team. Her extensive experience in leading high-performing teams and successfully growing businesses aligns perfectly with our vision for DVJ Insights. DVJ’s growth story has been defined by its strong focus on quality, client-centric solutions, and the ability to adapt to an ever-changing market landscape. The addition of Léonie to the management team will further enable us to strengthen our global strategy, build on our international connections, and ensure we continue to provide exceptional value to our clients worldwide.”   About DVJ Insights DVJ Insights is a leading marketing research and analytics agency known for its commitment to Brand Growth. The combination of quality, added value and passion ensures that DVJ Insights helps companies improve communication, build stronger brands, introduce more innovative products and services and gain a deeper understanding of consumer behaviour. DVJ Insights is highly regarded for its innovative approach, achieved through close collaboration with industry practitioners and scientific institutions, as well as its genuine willingness to listen to clients’ needs.   Media spokesperson: Dijana Justic, Global Director of Marketing Communication, +31(0)6 51 23 25 76 dijana.justic@dvjresearchgroup.com Other Press questions: Nicole Hagen, Senior Marketing Communication Manager, +31 (0)6 82 05 29 33 nicole.hagen@dvjresearchgroup.com

When Advertising Consistency Kills Curiosity Distinctive Brand Assets (DBAs) have become the go-to tactic for many marketers. And rightly so. The theory is sound: use consistent, recognisable cues like colours, logos, sounds and characters to help people quickly identify your brand in a cluttered media world. The Ehrenberg-Bass Institute has made a strong case, and brands have listened. Recognition drives recall, and recall is a prerequisite for effectiveness.

Stressed Senses, Flooded Brain and Limited Exposure The modern shopper is exposed to an overwhelming number of options, between 20,000 and 40,000 SKUs in a typical grocery store, and up to 200,000 in a home improvement store. Yet how many of these do we truly recognise or recall? Unless you work in the industry, it’s likely you’ll recognise less than 10%, possibly even below 1%. This is a result of both limited exposure as a shopper and the natural cognitive constraints we face as humans.

The Twin Goals of Innovation: Effectiveness and Efficiency Innovation has long been one of the hottest debated topics in business. With thousands of books written and countless corporate strategies developed around it, asking “ What’s the best way to innovate? ” Let’s begin with a simple but powerful truth: the goal of innovation is to develop products that consumers want to buy. This is the effectiveness objective  - creating something that resonates so strongly with users that it drives real market demand.

A New Standard of Intelligence We have grown used to AI as a smooth-talking oracle: confident, responsive, often correct and occasionally overconfidently wrong. Yet it has always remained sealed. Even at its best, the large language model has been a closed circuit. It speaks but does not show. It appears to know but cannot explain how. This opaque fluency has defined the past generation of AI systems. They are impressive in performance, yet ultimately unaccountable in nature and fully reliant on trust.

Oslo, May 1 ,  2025  - DVJ Insights continues to expand its international consultancy team with the addition of Alexandra Brendan in Norway. With deep roots in both qualitative research and entrepreneurial ventures, Alexandra’s appointment reinforces DVJ’s commitment to combining local expertise with global brand growth strategies. Over the past 25 years, Alexandra has built a diverse career spanning the research, publishing, telecom, advertising, and IT sectors. Having worked at both the agency and client sides of the industry, she brings extensive experience as an all-around researcher and consultant. Most recently, Alexandra worked as an independent insight strategist, partnering with clients to uncover strategic opportunities for brand development. Her deep specialisation in qualitative research is complemented by a growing interest in advanced quantitative approaches. Alexandra: “I’m excited to join DVJ and be part of an organisation that is driven by both innovation and strong academic foundations. While my background is rooted in qualitative research, I’m really looking forward to broadening my expertise across both qual and quant—especially by learning more about DVJ’s unique Mass Qual methodology." Léonie Koning, Global Commercial Director at DVJ Insights, says: “We’re thrilled to welcome Alexandra to our Nordic team. Her diverse experience and entrepreneurial mindset bring a valuable perspective to our work. As we continue to grow internationally, Alexandra will play an important role in helping our clients unlock brand growth through locally relevant and globally inspired insights.” This appointment marks another step in DVJ’s broader international expansion strategy. With a growing team of consultants across Europe and research partnerships around the world, DVJ is uniquely positioned to support brands with deep local understanding and global reach.

Emotions are powerful predictors of consumer behaviour. Yet understanding and measuring them effectively is a complex challenge. In a recent webinar hosted by DVJ Insights, Professor Dr. Bob Fennis from the University of Groningen shared the academic state of emotion measurement. Lucas Hulsebos, CEO of DVJ Insights, followed by translating these insights into real-world, scalable applications.

Retail media, including digital in-store ads, is gaining importance for brands aiming to drive sales at the point of purchase. While it enables precise targeting through retailers' first-party data, measuring its impact remains challenging due to fragmented metrics and attribution complexity.