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Stockholm, 30 January 2026 – DVJ Insights strengthens its European presence with the establishment of a Stockholm office and the appointment of senior Client Consultant Peter Rosin. This step marks a further expansion of DVJ’s European network and underlines the company’s long-term commitment to the Nordic region. With Stockholm as an important hub for Nordic brands and decision-makers, DVJ Insights continues to invest in being physically present in the markets it serves. The new office enables closer collaboration with Swedish clients and supports DVJ’s ambition to help brands grow through deep expertise, innovative analytics and strategic consultancy. Peter Rosin brings more than 25 years of experience in market and insights research, combined with a strong background in the advertising industry. Over the years, his focus has increasingly shifted towards strategic consultancy and the practical application of insights to drive brand growth. He is also actively involved in the industry as a board member of Swedish Insighters. “ Being physically present in Stockholm allows DVJ to work much closer to Swedish brands and decision-makers, ” says Peter Rosin. “ DVJ combines very deep expertise, built up over a long period of time, with a modern and forward-looking way of working. I am really looking forward to contributing to the further development of DVJ’s Stockholm office and to bringing new knowledge and perspectives to the Swedish market.” In his role as Client Consultant, Peter will work closely with both Swedish and international clients, combining his extensive experience with DVJ’s advanced analytical methods and technical tools. “We are very pleased to welcome Peter to DVJ Insights and to further expand our European network with a presence in Stockholm ,” says Lucas Hulsebos, CEO of DVJ Insights. “Strengthening our footprint across Europe enables us to work even closer to our clients in key markets. The establishment of our Stockholm office is an important step in our long-term growth strategy and clearly underlines our commitment to the Nordic region.” With the opening of the Stockholm office and the appointment of Peter Rosin, DVJ Insights continues to strengthen its position in Sweden and across the Nordic region, reinforcing its ambition to be a long-term strategic partner for brands seeking sustainable growth.

London, 29 January 2026  - DVJ Insights is delighted to announce that Lucy Burnham has joined the company as the latest Client Consultant in the UK, as of 1 January 2026. Lucy brings with her more than 20 years of market research agency experience across brand, communications and strategic consultancy. Lucy started her career at Kantar Worldpanel, where she spent her first decade working with shopper data and consumer behaviour insights. She then moved into brand and communications research at Millward Brown, Hall & Partners, and later at Ipsos, where she continued to build long-term client partnerships and strategic expertise. Over the past ten years, Lucy has held progressively senior roles from Senior Account Director to, most recently, a UK Board Director, where she was responsible for strategic and commercial leadership across a multi-division insight business. After a decade in management and board-level roles, Lucy decided the time was right to return to what she enjoys most: working closely with clients. “What attracted me to DVJ Insights is its long-standing reputation in brand and communications research, combined with the quality of its trusted client partnerships,”  says Lucy Burnham. “After many years in senior management roles, I’m excited to be back in a position where I can work directly with clients again, helping them translate insights into clear decisions and growth opportunities.” In her role as Client Consultant, Lucy will support UK-based and international clients with strategic brand and communication challenges, drawing on her extensive agency and consultancy background. “Lucy’s experience across the breadth of market research, combined with her strategic leadership background, makes her a valuable addition to our UK team,”  says Jemma Toynebee-Smith, Managing Consultant of the UK at DVJ Insights. “Her decision to move back into a client-facing role fits perfectly with our belief that strong, trusted partnerships are built with the right combination of expert consultants and market-leading solutions. Lucy’s expertise in communications makes her an exciting addition to our market.”   With Lucy’s appointment, DVJ Insights continues to strengthen its UK presence and its ability to support brands with high-quality, actionable insights that drive growth.

How do you grow a brand in today’s fragmented media world? For Femke Hendriks, Business Development and Advertising Strategist at both NS Advertising and Insiders, the answer lies in connecting with audiences in meaningful moments. From travellers in the train to long-term destination branding, she sees firsthand how new channels, fresh ideas, and strong evidence of effect can make the difference. A New Channel For Advertisers For many brands, trains are more than just a way to get from A to B; they are an environment where millions of travellers spend valuable time each day. This presents a unique opportunity for advertisers: to connect with people in a moment when they are receptive, whether during their daily commute, a business trip, or a leisure journey. NS Advertising, the newly developed media channel of the Dutch Railways, has been created to seize this opportunity. It brings together a variety of touchpoints: in-train screens, newsletters, banners around the travel planner, station information, the OV-fiets service, and the NS Day Out platforms, which include a magazine and online content. For advertisers, this means the ability to reach travellers before, during, and after their journey. Yet, as with any new channel, establishing growth is not automatic. Evidence of effectiveness is essential, both to attract advertisers and to build trust in the medium. “Advertisers immediately ask: what does this channel actually deliver? Am I really being shown, and what is the impact on travellers?” explains Femke. Providing those answers requires data and proof. This is where DVJ’s research comes in, helping to measure and demonstrate the channel’s effect, and thereby laying the foundation for long-term growth. A Complement To Campaigns One of the defining characteristics of NS Advertising is the exclusivity it offers for the advertisers, keeping the comfort and needs of the travellers in mind. Femke explains: “Our role is to strengthen what advertisers are trying to tell the travellers or consumers while also keeping the travellers' needs in mind. We provide exclusive visibility within the travellers’ journey, and in that way, we can reinforce campaign messages at the right moments.” “The logic of our 360-degree proposition is simple: a traveller might first encounter a brand at home in the NS newsletter, then see it again while planning their trip online, and later notice it on the screen in the train itself. This creates multiple touchpoints that increase recognition and keep the brand top of mind,” she continues. However, the biggest impact can be made with the enormous and qualitative reach of the in-train screens, especially interesting for high-impact campaigns. These “hero” campaigns are designed to attract attention and deliver bursts of visibility. Femke does not expect advertisers to use the channel in an “always-on” way, as they might with digital display or social media. The exception is for public interest messaging, such as government safety campaigns, where constant nationwide visibility is required. And on the other side are the branch-specific campaigns that match perfectly for the NS Day-Out channels, in which we have a niche reach and possibilities for short or long-term campaigns. “Our role is to strengthen and help advertisers to tell their story and reach the audience at a time when they are receptive to information. We provide additional visibility within the traveller journey, and in that way, we can reinforce campaign messages at the right moments.” NS Advertising complements, rather than competes with, other media. By offering targeted, campaign-based exposure, it adds a distinctive layer to the media mix. Destination Marketing: The Long-Term View Alongside her work for NS, Femke is also active at Insiders, an agency specialised in destination marketing. This provides an interesting perspective for different branches. “Destination branding is about shifting perceptions and building associations over time,” Femke explains. “You want to put a place on the map, attract more visitors, and create the right feeling around it. That doesn’t happen overnight, but will happen in a steady growth over time.” The contrast is striking: on the one hand, NS Advertising offers bursts of visibility within people’s daily journeys and adds an interesting touchpoint to the media mix; on the other, destination marketing requires years of consistent investment to shift brand perceptions. Together, they illustrate how different marketing contexts demand different time horizons — and how important it is for marketers to match their channel strategy with their objectives. “Destination branding is about shifting perceptions and building associations over time. You want to put a place on the map, attract more visitors, and create the right feeling around it. That doesn’t happen overnight, but will happen in a steady growth over time.” Trends In Media And Brand Growth Looking beyond the specifics of NS Advertising and destination marketing, Femke also reflects on broader trends in the media landscape. One of the most important shifts she sees is a move away from focusing solely on clicks and views. “For years, advertisers have been obsessed with measurability,” she says. “Everything was judged by website clicks or digital views. But people use many different platforms to get information and inspiration, and not everything is captured in those metrics. We need to take a broader view.” This broader view means placing greater emphasis on brand building: credibility, trust, and the ability to resonate with audiences. Distinctive creative ideas and relevant messages are becoming more important in an increasingly fragmented media landscape. NS Advertising fits naturally within this trend. The channel is not all about driving immediate clicks but about creating credible and meaningful brand touchpoints during travellers’ daily routines. “Seeing a brand in this context adds to its reliability and presence, even if it cannot be measured with a simple click-through rate.” At the same time, Femke stresses that each stage of the funnel still has its own metrics. Display advertising may still be judged on clicks or viewability, while out-of-home screens are assessed on the right reach and frequency. The key is to avoid reducing everything to a single number and to remember the importance of long-term brand effects alongside short-term results. “People use many different platforms to get information and inspiration, and not everything is captured in those metrics. We need to take a broader view.”

“Did the campaign move the needle?” It’s the first question I’m asked when we present campaign results. Rightly so, if you’re spending millions on advertising, you want to know whether it’s working. But in all the excitement about impact on the brand, whether awareness, consideration, preference or otherwise, we often skip the first fundamental question:

Gemini 3 and the Move From Curation to Connection In recent weeks, Gemini 3 has sparked a quiet but meaningful shift in how we think about artificial intelligence. The conversation is no longer focused only on scale or multimodality, or benchmark performance. It is increasingly centred on something more subtle: the emergence of models that behave less like pattern recognisers and more like systems that can genuinely reason.

The Clear Sight

London, 4 December 2025 – DVJ Insights has won the MRS Award for best Media Research, recognising its pioneering work in redefining how retail media is understood and optimised. In partnership with Cyreen and Vrije Universiteit Amsterdam, the study not only showed that in-store advertising drives sales but also revealed a powerful creative multiplier, showing that creative quality is the deciding factor in retail media effectiveness. Retail media is one of the fastest-growing advertising channels in the world, yet uncertainty around how to best use the channel has long held brands back. DVJ’s award-winning research helped close this gap through an innovative combination of individual-level exposure tracking and large-scale creative effectiveness testing. Leveraging Cyreen’s innovative C.A.P. technology, where smart in-store screens detect nearby shopping carts and link delivered ads to anonymised receipt data, we were able to directly connect in-store exposure to actual sales. By evaluating creative quality across more than 50 campaigns, we revealed the true multiplier effect of strong creative in driving in-store impact. The results were conclusive: exposure to digital in-store advertising increased sales by +8.1% on average, with significantly stronger effects for new products and well-known brands. But the most striking finding was the creative multiplier. Top-performing ads delivered a +265% higher sales uplift than weaker creatives, proving that creativity is the single biggest driver of return on retail media investment. Jori van de Spijker, Global Head of Brand & Communication , comments, “Winning the MRS Media Research Award is a great recognition of the work we and our partners have done to bring real clarity to retail media. For years, advertisers have invested heavily in this channel without truly understanding what drives its impact. Our research shows, with real behavioural data, that retail media works and that creative quality is the biggest driver of success. I’m proud of the impact it is already creating for brands around the world.” Marieke van Echtelt, Global Managing Director, adds: “This recognition reflects the strength of DVJ as a global organisation. We have built teams across markets who combine academic thinking, commercial understanding and an ambition to make research genuinely useful. Wins like this show what happens when those teams work together with a shared focus on quality and impact. I’m incredibly proud of how our people bring that mindset to clients every day, and of the culture that allows us to keep innovating while staying true to our values.” DVJ’s work transforms retail media from a black box into a strategic, measurable, and creative powerhouse. The findings have already influenced major advertisers. Brands have shifted creative strategies and increased retail media investment based on the results, supported by clear guidelines on what drives attention, memory and purchase behaviour in store. About the MRS Awards The Market Research Society (MRS) is the world's leading authority for the research, insight, marketing science and data analytics sectors. The MRS Awards celebrate the most outstanding work in research, insight and analytics. The awards recognise projects that set new standards for quality, innovation and commercial impact, highlighting the organisations and teams that push the industry forward. Winning an MRS Award is considered one of the highest honours in the research community.