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Your challenges

Our solutions

Our impact

Getting close

Immersing in the daily lives of customers, developing a deep contextual understanding of their behavior and motivations.

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Insight activation

Turning consumer observations into meaningful insights, formulating and validating insights for maximal impact.

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Activating brands

Understanding and driving brand identification, co-creating and validating brand activation.

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Shaping ideas & concepts

Ideating, co-creating and validating new ideas and concepts based on validated insights.

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Shaping products & services

Optimizing and validating marketing mix elements in order to drive product and service performance.

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Shaping user experience

Understanding and optimizing user experience in order to drive satisfaction, conversations and recommendations.

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Tracking performance

Assessing marketing performance through brand, conversation and satisfaction monitoring.Read more

Consumer Consulting Boards

Structural collaboration between a mid-sized group of consumers via a closed and moderated online community platform during an extended time frame.

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Online interviews

Getting ‘up close and personal’ with hard-to-reach people or discuss sensitive subjects is what one-on-one interviews are all about.Read more

Digital surveys

What we do to people is as important as what we ask them. We extend this view also very much into our survey propositions, making them more engaging, fun and attractive!

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Social media listening

Our ground-breaking and award-winning social media netnography approach facilitates insight generation, enhances brand understanding, sparks ideation, and tracks marketing activation impact.

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Consumer-led ethnography

We engage people to observe their own environment for us and then we empower other people with various views to co-interpret these observations.

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Online group discussions

Our digital viewing facilities offer an informal ‘café’-like setting: fast familiarity between equal discussion partners, frank & sharp debates with rational argumentation, well-balanced with emotionality, and a good atmosphere throughout.

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External leverage

Typically, research is kept away from the outside world. Yet it offers enormous opportunities to relevantly put your brand, product or service in the spotlight. Read more

Internal leverage

Having insights without people bringing them into action is useless. We drive ultimate customer centricity by uniting employees and other stakeholders around the customer.Read more

Knowledge leverage

Making smarter decisions is still the core deliverable of marketing research. Using a variety of innovative methods and techniques, we engage customers to think harder and better. Read more

Creativity World Forum

Don’t make me sit on the chair! Thoughts on Creativity World Forum day 1

When the creative minds of Europe unite, there’s bound to be magic in the air. Especially when Guy Kawasaki, Frans Johansson, Austin Kleon and many more impressive speakers are sharing their innovation stories. Find out in my thoughts below how each of them is dealing with the ‘innovation paradox’. Innovation paradox? Yes, we are encouraged to think BIG in innovation; to jump to the next curve and come up with radical and breakthrough new products and services. On the other hand, we can agree that all ideas are combinations of existing ideas. So how to be disruptive when uniqueness in itself can be questioned?Read more

Customers Exposed

3 take-aways from the MRS Customers Exposed conference

On Thursday October 30, MRS organized a one-day conference titled Customers Exposed. I have to confess that I did not fully know what to expect, based on the event’s title. Yet after ten interesting speakers having taken the stage, I can happily say that I do get it now! I get it, but I have to agree with the conclusion at the speakers’ debate: I think a better cluster term for these ten inspiring talks would be obtained by turning it around, naming it ‘Brands Exposed’. All sessions, each very diverse in nature, talked about the changing consumer and how marketers and brands need to uncover their true self to connect with them. These are my 3 take-aways of the day!Read more

Why customer-orientation does not (always) do the trick

Why customer-orientation does not (always) do the trick

Do you know any organization which thinks customer-orientation is not important? Just about every company goes the extra mile to listen to its customers, to study market trends and to adapt its services to the client’s wishes. But all those efforts do not (always) seem to lead to positive results. The famous 20/80 Pareto rule – 20% of your clients ensures 80% of your turnover – has rather turned into a 40/60 rule, which indicates that customer loyalty is under pressure. Between 1965 and 2011 the average return on company investments decreased from 6.2% to 1.3%, suggesting that the ‘return on customer’ is decreasing.Read more