NIEUWS
The golden combination for brand growth; Branded Content and television commercials - free webinar Sept. 19
How do you capture a place in the associative brain of consumers? Ad Alliance and Validators answer this question in the Sept. 19 webinar by comparing how branded content and traditional advertising work. How? By drawing on research...
Brand review DIY stores: fierce competition with frontrunners Gamma and Praxis and even IKEA and Bol.com join in
Brandreview provides strategic insight into brand positions in consumers' minds. Each month Validators takes a closer look at a different industry. It's summer time so time for vacation or chores and that makes our choice of (online) hardware stores. Travel was ...
Media Industry Bias causes Barbie to advertise for T-Mobile and EasyToys
"99.9% of the time people do not give a sh*t about your brand" according to Adam Ferrier, founder and consumer psychologist of the Australian agency Thinkerbell. Because where we "trade idiots" spend much of our day engaged with one or more brands, the...
The streaming war: how seniors determine the winner
Competition among streaming services has become more intense in recent years than ever before. Price wars are being waged and different subscription forms are being introduced to win the favor of consumers. But in a market that is increasingly...
Cathelijn te Koppele wins Data & Insights Award Young Talent
Last night Insights Consultant Cathelijn te Koppele won the Data & Insights Award for Young Talent (previously known as MOAward). The jury praised Cathelijn in part for her ability to look beyond the current data for each study, by always...
Calvé's reuse of old advertising materials: an effective brand-building campaign?
The strength of successful brands is that they consistently build their brand identity. Consistency ensures that the brand becomes increasingly embedded in the consumer's mind. But can you go overboard with that? Calvé, to celebrate its 75th anniversary, has launched the...
Louwman & Parqui chooses Validators to increase brand salience
Louwman & Parqui has chosen Validators after an extensive pitch process to increase the brand salience of various brands. To take communication around the Toyota and Lexus brands to the next level, Louwman & Parqui was looking for a...
Interview with Insights Consultant Cathelijn: "Going the extra mile to make data come alive"
Insights Consultant Cathelijn te Koppele was recently interviewed by Daily Data Bytes. This is a pass-through of the article that Daily Data Bytes wrote following the interview and published yesterday on their website. 'Going the extra mile to make data into...
![Appointment of Bart Massa as Managing Director of Validators Insights [press release].](https://www.validators.nl/wp-content/uploads/2023/06/Bart-400x250.jpg)
Appointment of Bart Massa as Managing Director of Validators Insights [press release].
Amsterdam, June 12, 2023 Appointment Bart Massa as Managing Director of Validators Insights Validators, market research firm of the year 2015 and 2021, is proud to announce the appointment of Bart Massa as Managing Director of Validators Insights. In this role, Bart will...
Consumer Behavior Monitor: To buy those cute pants, people first eat out the fridge
As worries about energy prices melt like snow in the (spring) sun, it is important to understand complex consumer behavior. In this article, we explore two intriguing aspects of consumer behavior: the subtle game of mental accounting and the influence...
Which brand claims the strongest mental position among opticians?
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 we examine opticians, looking at the 5 largest optician chains and the...
![Validators introduces latest innovation - its own label Creative Testing Platform - at MIE'23 [press release]](https://www.validators.nl/wp-content/uploads/2023/05/IMG_4392-400x250.png)
Validators introduces latest innovation - its own label Creative Testing Platform - at MIE'23 [press release]
Amsterdam, May 16, 2023 Validators introduces latest innovation - its own label Creative Testing Platform - at MIE'23 During the Marketing Information Event (MIE) on May 9 and 10, Validators introduced the label Creative Testing Platform. The platform consists...
Consumer Behavior Monitor: When consumers start thinking, A-brands have it tough
Consumers often think they make choices based on reason, but actually they mostly make choices based on feelings and emotions. This is because a rational choice takes more energy, than an emotional choice. Consumers are focused on energy...
Validators makes groundbreaking introduction at the MIE!
This edition of the MIE will be extra special. Validators is introducing there a different way-of-working and a unique platform that will change the collaboration between client and agency in testing and improving expressions. In 2019, a start was made on this...
Become a world champion brand builder with the use of audio
Standing out in the daily media stream is top sport. And not easy in our fragmented media landscape. But with the strategic use of audio you can quickly make meters, according to research by TAMBR and Validators. Familiarity is the key to a successful brand....
Offered: stage visualization & user interfacing
We are looking for a motivated intern to join our team! As a research firm, our end product is the delivery of reports and dashboards. We would like to look at the future of visuals and how we, as an agency, can improve our...
Consumer Behavior Monitor: concerns come and go
Spring has officially begun and it seems that the Dutch want to put the past period of cold and dark days behind them and with it the worries of the past. Whether the worries are disappearing? That's not what we see reflected in the Consumer Behavior Monitor, a...
Which brand claims the strongest mental position among banks?
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, we examine banks, examining the mental...
Vacancy: WO internship content coding advertising and effect on consumers
We are looking for an enthusiastic WO intern to join our team! As an intern, you will work on developing a content coding process (system) that we can integrate into Power BI by default. The ultimate goal of the internship is to develop our...
WO internship Power BI in Research Tech
We are looking for a motivated intern to join our team! As a research firm, our end product is the delivery of reports and dashboards. We would like to look at the future of visuals and how we, as an agency, can improve our...
Vacancy: HBO/WO internship brand and advertising research
Validators is a young, innovative agency specializing in communications research. We work for many well-known brands. For example, we test television commercials before they appear on TV, or advertising posters before they appear in bus shelters. Our insights...
Brand review: which brand claims strongest position among meat substitutes?
Brandreview provides strategic insight into the positions brands occupy in the minds of consumers. In this brand review, we take a closer look at the meat substitute industry, where the mental market position for 10 of the most frequently mentioned meat substitute brands is mapped...
Vacancy: MBO internship market research
Validators is a young, innovative agency specializing in communications research. We work for many well-known brands. For example, we test television commercials before they appear on TV, or advertising posters before they appear in bus shelters. Our insights...
Brand communication climate crisis best spent on young people
The Dutch are becoming increasingly aware of the climate crisis. Where until recently only farmers stood on the highway in protest, there now seems to be a broader movement; citizens are pulling onto the A12 to stand up for our world. And according to Nu.nl, people are also increasingly...
So is Besured's no-logo campaign a B's success?
Is it wise to spend (part of) your campaign budget on an expression without a brand logo? This question has kept us at market research firm Validators busy since the launch of Besured's B'tje campaign. Because although the no-logo expression has a lot of...
Say cheese(burger); can McDonald's claim a smile as a brand asset?
Although the campaign does not appear on TV in the Netherlands, two weeks ago all of Marketingland applauded McDonald's latest international campaign. And this even though it clearly breaks with widely held conventions of the trade: for example, there is no product...
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...
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...
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...
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'...
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...
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