NIEUWS
Vital start to 2023 and run on hospitality industry
Was it good intentions or post-Christmas guilt after all? Whatever the reason, the Netherlands got moving in the tail end of the old year. More Dutch people took up sports and actively went outside. At the same time - despite concerns about...
Validators is looking for Research Coordinator (Fulltime)
Are you a star at switching between multiple tasks, is project management really your thing and are you looking for a full-time job? Then look no further, Validators has the perfect job for you! We are a young, innovative agency that specialises in...
Are you our new Junior Insights Consultant?
You love customer contact and do everything in your power to find answers to our customers' business questions. You come up with smart research designs, analyse, write recommendations and give convincing and strategic advice.In the process, you shake up a...
Relevant side job alert!
Are you halfway through your studies or having a gap year and looking for a place to learn a lot? Then this is your chance! Validators is a young, innovative agency specializing in communications research. Due to rapid growth of the organization, we are on...
Brand review Christmas special: which brand claims strongest position in buying Christmas gifts?
Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. Each month, Validators takes a closer look at a different industry. For this Christmas special, we zoom in on Christmas gifts in the cosmetics and grooming category. From...
Digital Out-of-Home: effective in loading Category Entry Points
Consumers are exposed to over 350 advertising messages every day. Only 1.3% of them make it into our brains. Marketers face the challenge of growing brands and creating distinctive advertising messages. How do you ensure that the...
Albert Heijn mental market leader in Christmas season and scores with emotional commercial
The Christmas season has officially begun - judging by the commercial breaks on television. Supermarkets were quick to jump in, representing themselves in large numbers. Following unwritten tradition, brands are using an emotional storyline buried in Christmas spirit....
Brand review: which brand claims the strongest mental position among health insurers?
Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. Each month, Validators takes a closer look at a different industry. This month it's the turn of the health insurance industry*, where of 11 of the most frequently mentioned...
Workshop Jan. 17: How does your brand claim the strongest mental position?
Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. Where do consumers' needs lie? And where are the opportunities for brand builders to gain market share? In our online workshop on Jan. 17, we will explain more...
Increase your brand's mental market share with Branded Content
Marketers have not always realized that consumers hardly engage with brands. Ensuring that consumers do in that single relevant situation has thus been elevated to (top) sport. The difference maker in this contest is the...
What good is mental availability in technical B2B now?
Mental availability is perhaps a tightening of the familiar marketing term "brain position. Because mental availability is about more than a high brain position of the brand or company. Mental availability is about whether your...
Food price increases hit consumers directly in wallet
Mental household book overflows Financial worries in the Netherlands are growing. We recently reported on concerns about energy prices. Now we zoom in on concerns about increases in food prices. Higher energy costs did not cause cuts within...
A B's more brand communication for Besured
That Besured's B'tje campaign is talk of the town in marketing land is clear by now. Our research on this no logo campaign - and the accompanying article on MarketingTribune - took off after marketer and speaker Christ Coolen raised the topic to...
Validators wins third FD Gazelle in a row
For the third year in a row, Validators manages to get an FD Gazelle. Every year, the Financieel Dagblad awards the FD Gazellen to the fastest growing companies in the Netherlands. The main criterion for eligibility for the award is revenue growth...
The mental household book: higher (energy) costs do not cause consumers to cut back on dinners
Energy bills are going over the top. More and more households and businesses are deeply affected by the unprecedented high costs. And with these rising costs, more and more Dutch people are struggling to pay their energy bills, causing great concern in...
Brand review: which brand claims the strongest mental position in the travel industry?
Work to do for Booking.com Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. Each month, Validators takes a closer look at a different industry. We kick off with the travel industry, taking a look at 8 travel brands'...
Workshop Nov. 10: How do you capture mental market share in the travel industry?
Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. In this edition, we mapped the mental brand playing field of the travel industry. Where do consumers' needs lie when booking travel? And where...
Who makes every day a b't better?
'Every day a little better' was at one time Coolblue's motto. Zilveren Kruis believes fairly recently that 'exercising more should remain a little bit fun' and Maggie promised an exquisite dinner in 2012 with 'A little bit of yourself, and a little bit of Maggie.' All...
The power of color in distinctive brand communication
Last year, Sammie Ruijgrok (Studio MES) garnered high praise with her brand color variations on the Lidl logo. Recently, she took the UPS logo as the starting point for a design series that makes it very clear what color can do for consistent brand communication,...
What does inflation do to consumer behavior?
The Netherlands is dealing with historically poor purchasing power figures, caused by an 'exceptionally high inflation'. On average, the purchasing power of households will decline by 6.8 percent this year. Not exactly rosy news for consumers - end of...
Put the right accent on your brand: how a strong brand policy earned Škoda a SAN Consistent Accent and higher market share.
On September 20, Renske Greven (Pon) and Bart Massa will be on stage at the twentieth edition of the MIE. In just over half an hour, you'll take a look at the brand journey that Škoda has been on since 2016. Since they introduced The Saturday, the brand has been gaining traction every year...
We'd rather save on pasta and toilet paper than good coffee
EXCLUSIVE RESEARCH VALIDATORS & MARKETINGTRIBUNE, written by Esmee van Garderen, Hilde Doting and Sjaak Hoogkamer Especially for this edition, MarketingTribune and Validators zoomed in on consumer buying behavior when it comes to food, and then...
The summer of 2022: the train and the podcast finally grown up?
Although all the corona measures are now in the past and we have spent quite a few more euros in recent months, we do not see the increases in spending in every industry. Earlier we saw that people spent more money on restaurants/take-aways,...
How to grow your market share!
Consumers don't think in terms of brands, they think in terms of needs. As soon as they have a need for a product or service, it is important that your brand comes to the surface in their minds. This is also called mental availability. In our previous blog it became clear that Category...
Brand growth through Category Entry Points? Yes, you can!
"99.99% of the time people do not give a shit about your brand. Not very subtle, but Adam Ferrier's statement shows that growing your brand is not easy. Consumers are exposed to as many as 377 advertisements every day[1]. It's the job...
Blog Marceline: 4 must-do's on the road to brand growth
99.9% of the time, people don't give a shit about your brand' is a famous quote from Adam Ferrier. All the more important to know how to make sure your brand is top of mind in that short period of time that a consumer does consider a brand important. In the...
Column Bart: 'The only people who care about advertising are the people who work in advertising'.
The only people who care about advertising are the people who work in advertising', says George Parker in Confessions of a Mad Man. Imagine, you are a marketer. For weeks you have been working hard to create the campaign of the year. Day and night this has made you...
16 June at #NMD22: Claiming Pole Position: your brand at the front of the consumer brain!
In the run-up to NIMA Marketing Day, Marketing Tribune asked Jelmer Wit and Bart Massa some introductory questions. The answers can of course also be found below: 1 What is your personal motivation to speak at Nima Marketing Day?Massa: 'It...
Consumers dancing on the volcano
Although consumer confidence fell to its lowest level ever last month, we are again spending more and more money on experiences that have been denied us over the past two years. After years of restrictions, the need for, among other things, fine dining, cultural...
16 June on #NMD22: 'Increase your mental market share with branded content and advertising'.
Product owner Brand at Validators Marceline Veen and PhD student VU/Validators Noud Schartman speak together during Nima Marketing Day 2022. MarketingTribune interviewed them for a brief introduction. 1 What is your personal motivation to speak...
Trainee wanted: Do you like to make a difference in our marketing and advertising impact study?
Notice! Available again from March 1, 2023. Then you are the intern we are looking for. Start: immediately Excellent internship compensation Flexible working hours Being part of a young and fun team Decision to in-house expertise on brand growth Duration of the...
Netflix loses subscribers; spending on streaming services increases
When you think of streaming services, the well-known Netflix platform is not always the first thing that comes to mind. New streaming platforms are popping up like mushrooms. As a result of fierce competition with platforms such as Videoland and...
Contractionary inflation as a response to increasing price sensitivity among consumers
The situation in Ukraine, inflation, higher gas prices...these are all reasons to keep an eye on the euros in our wallets. The Consumer Behaviour Monitor shows that the consumer's focus is increasingly on price, and that the brand is...
10 May: Noud Schartman speaks at Branded Content Event
How to increase the mental market share of your brand with Branded Content Mental market share is a hot topic. Almost everyone knows the concept, but not everyone knows how to apply it concretely. In this session we will show you why mental market share is...
Fear of financial turmoil continues in the travel sector
In our previous blog, we already touched upon the declining confidence of consumers in the economy since the war in Ukraine (NOS, 2022). One industry that is certainly holding its breath is the travel sector. People are afraid of heavy financial...
Corona gives way to new uncertainties in consumer behaviour
Consumers have less and less confidence in the economy since the war in Ukraine (NOS, 2022). The willingness to buy even appears to have fallen to its lowest level, according to figures from the CBS. Nevertheless, actual spending has not decreased yet and that is...
Psst I made a transfer': the advantages and disadvantages of celebrities as brand representatives
By: Jelmer Wit and Sabien van der Sluis Can you link the people in the image to the right brand? You've probably come a long way! Research shows that using well-known people as Distinctive Brand Assets is very effective. The chance is high that...
Building a strong brand position for electric bikes
Despite lower brand relevance E-bikes are unprecedentedly popular. In 2021, for the first time, more new e-bikes were sold than regular bikes, RTL Nieuws reported last week. Of the new bicycles sold last year, 52 per cent were e-bikes, which is a year earlier...
We can go out again, and that is reflected in the expenditure
The Netherlands is once again on lockdown and this is once again leading to shifts in consumer spending patterns. Changes in consumer behaviour can also be seen outside the easing product categories. This week, we zoom in on the rise of...
Marketer, don't be afraid to be colourful
By: Jelmer Wit and Sabien van der Sluis 'How do I get the most out of my marketing budget? This is the question many marketers often ask themselves. In this blog series Validators helps you on your way. In the previous edition, we showed you how to get the most out of your...
Neuropsychology internship- again available March 1, 2023
Notice! Available again from March 1, 2023. Validators is offering a research internship in the field of neuromarketing and advertising impact research (minimum 4 months) Start: immediately Excellent internship compensation Flexible working hours Being part of a young and fun...
Consistency is free, inconsistency can cost you up to 23% in sales
Photo credits: PostNL 'How do I conquer that coveted spot in the mind of the consumer? This is the question many marketers often ask themselves. Not entirely unjustifiably so, because practice has shown that this challenge is only reserved for companies with a...
Wanted: trainee campaign researcher
What makes a good marketing campaign? And what factors influence its effectiveness the most, at what investment cost? Validators is looking for an intern who wants to answer these questions. In order to do this, you will develop a (scientific) model that...
Validators does double duty by achieving ISO 20252 and ISO 27001
For the execution of communication research and the development of innovative tools, Validators has strict quality requirements. The security of client data, own data and information flows is a top priority. In order to be able to guarantee this, the agency has various...
New whitepaper The science behind EyeCoding
With our in-house developed EyeCoding technique, you can implicitly measure the effect of showing your creation (briefly). In daily life, consumers often have just two seconds to take in your message. By identifying and testing their viewing behaviour...
Vacancy Business Developer SaaS
Due to the rapid growth of our organisation, we are looking for someone with 1-5 years of work experience with the ambition to explore new markets and conquer them with our unique software. Validators is looking for a commercial talent with at least HBO background....
Webinar 15 February: How lack of branding can kill your campaign
99.9% of the time, consumers are not engaged with your brand. So how do you conquer that coveted place in the consumer's brain? BN'ers, slogans and brand logos can help you do that, but how do you use them? You will hear all about it on 15 February during the free webinar...
Audio as the perfect driver for brand growth
How to launch an audio asset in practice By TAMBR and Validators Brands have been trying to support their message with sound since the invention of the church bell. Yet it is only recently that we have begun to know how this works exactly. In her book Building Distinctive Brand...
2021 brought shifts in media landscape and decline in importance of communication about corona
This week, we look back on a turbulent year in the field of consumer behaviour. In 2021, the Consumer Behaviour Monitor revealed interesting shifts in media consumption. Health, sustainability and corona remained key themes for...
Are you our new MarCom intern?
Validators is an innovative research agency based in Amsterdam. Every day, we provide companies and organisations with insights about their brand, campaign or creation. We work with and for A-brands, and show them how to grow as a brand. In February, we have openings for...
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