Knowledge Base: Brand Research & Marketing | Validators

Articles, case studies, and research on brand research, campaign measurement, and media effectiveness. From Validators, a market research firm in Amsterdam.

• How much does market research cost? — The investment in market research depends on the method, sample size, complexity, and turnaround time. Simple online surveys are significantly less expensive than advanced approaches such as media mix modeling or neuromarketing (facial coding, eye tracking). Validators always provides customized solutions. Contact us for a quote tailored to your specific needs.
• What is brand research? — Brand research measures how consumers know, experience, and value a brand. It assesses brand awareness, brand associations, brand preference, and market position. Validators is a specialized brand research agency in Amsterdam that uses methods such as brand tracking, PAT (unconscious preferences), and StoryFlow™.
• What is brand tracking? — Brand tracking is the periodic measurement of brand performance: awareness, consideration, preference, and associations. It allows you to monitor how a brand evolves over time and relative to its competitors. Validators conducts brand tracking for brands such as Suntory, ŠKODA, and ANWB.
• What types of market research are there? — The three main types of market research are: qualitative research (in-depth, few respondents), quantitative research (broad scope, many respondents), and mixed methods (a combination of both). In addition, we distinguish between primary research (collecting data ourselves) and secondary research (using existing data).
• What are the four methods of market research? — The four traditional methods of market research are: (1) questionnaire/survey, (2) interview, (3) observation, and (4) experiment. Modern agencies such as Validators add neuromarketing methods to this list: facial coding (EmotionFlow), eye tracking (EyeCoding), and implicit association tests (PAT).
• How do you conduct market research? — Effective market research follows 7 steps: (1) formulate a specific research question, (2) choose the method, (3) determine the sample, (4) collect the data, (5) analyze, (6) draw conclusions, and (7) report and act on them. For reliable results, work with a specialized agency such as Validators.
• How do you get started with market research? — Start by formulating a single, focused research question. Then determine: what you already know (secondary sources), which method is appropriate, which target group you need, and what your budget is. Validators offers free advice during an introductory meeting on the best approach for your specific issue.
• How long does market research take? — On average, a market research project takes 2–6 weeks from briefing to reporting. Quick online surveys can sometimes be completed in 1 week. Complex projects, such as media mix modeling or large-scale qualitative studies, take 4–10 weeks. Validators strives for short turnaround times without compromising on quality.
• What is the difference between market research and marketing research? — Market research focuses on the market: consumers, competitors, market size, and trends. Marketing research is broader and also encompasses the effectiveness of marketing activities (campaigns, communications, media). In practice, the terms are often used interchangeably, but the difference lies in their scope.
• What is the largest market research firm in the Netherlands? — The largest market research firms in the Netherlands are Kantar, GfK, and Ipsos: international firms with large local teams. Motivaction, Intomart, and Blauw Research are leading Dutch firms. Validators is a specialized firm for brand research and marketing analytics based in Amsterdam, with a focus on neuromarketing and data-driven methods.
• What is Media Mix Modeling? — Media Mix Modeling (MMM) is a statistical method that calculates the ROI of each marketing channel based on historical data. It shows which media investments (TV, radio, online, social) contribute most to sales or other KPIs, allowing you to allocate your budget optimally.
• What is facial coding? — Facial coding uses AI to analyze facial expressions in order to measure emotions. It is based on Paul Ekman’s Facial Action Coding System (FACS) and measures the seven universal basic emotions. Research shows that facial coding can predict up to 78% of purchase intent (McDuff et al., 2015). Validators offers EmotionFlow™, an online facial coding tool for testing advertisements.