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Binne Heida in new role as Lead Innovative Solutions at Blauw Research

Binne Heida has taken a new step within Blauw Research: he has been appointed Lead Innovative Solutions. In this role, he focuses on the integration and acceleration of technological and scientific innovations within Blauw's research work.

Welcome Patricia Hoetelmans to Blue!

Since April, Patricia Hoetelmans has been our new Business Lead Customer Experience (CX). At Blauw, she combines her extensive experience and passion for customer experience and research in a role that suits her perfectly.

Dutch Lottery and Blue Sponsorship Impact win SponsorRing!

During the presentation of the annual SponsorRingen - the professional award for the best sponsorship cases in the Netherlands - Dutch Lottery and Blauw Sponsorship Impact won the SponsorRing for Data & Insights. We are extremely proud that our valuable cooperation with NLO has been rewarded with this beautiful award.

From 6 to 100 personas: the (im)possibilities of a synthetic panel

Personas have been a permanent part of the toolset of marketers and insights professionals for years. They help to get a grip on the customer. Think of choices in positioning, product development or the targeted development of campaigns. At the same time, personas are also a huge simplification of reality. Most organizations work with four to seven personas — recognizable and workable, and also not too many to visualize properly. Yet this does not do justice to the versatility of society.

Lieke Lamb speaker blue by the sea 2025

Blue by the Sea July 3, 2025

On Thursday, July 3, the beach at Zandvoort will once again host Blauw aan Zee. At this exclusive event for our clients we step away from the hectic pace of office and work to the relaxation of beach and sea. The perfect environment to zoom out and reflect on developments in marketing and insights.

Max de Jong (AH Retail Media Services)

The Retail Media Revolution: Transform Brand Communication with AI-Driven Insights

On June 12, Max de Jong (AH Retail Media Services) and Johan Goedhart (Blauw Brand & Campaign) reveal the strategic game changers for retail media dominance. Come to Max and Johan's presentation at NIMA Marketing Day!

Q8 chooses Blauw Research as exclusive partner for Market Research and Consumer Insights

Q8 chooses Blauw Research as exclusive partner for Market Research and Consumer Insights

Blauw Research has been selected by Q8 as its exclusive partner for market research and consumer insight for the Q8 and Tango brands. The strategic partnership began on April 1, 2025 and is for a minimum of three years.

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Perk of the day: customer-driven need not be grand and compelling!

There you are. A nice cup of coffee, half an hour's rest, time for some online inspiration. You know better than anyone that your organization also has to fight the battle for the customer. Enthusiastically, you click through a number of articles and blogs by renowned authors, who present fantastic examples of the most customer-driven companies in the world. In your head, you are already working on your comprehensive master plan....

The Sharp sharia: to hell with your purpose anyway

Is that what Byron Sharp is saying? No. But it's a good title for a blog, I thought. And completely out of the blue, of course, it's not. Because at the very least, you could say that Byron Sharp ignores the importance of purpose for a brand in his books, and thus undervalues it. That he doesn't write about it in books that deal with brand growth, what can you infer from that? And how might, or perhaps should, you look at it from How Brands Grow?

Finding the optimal product design with conjunct analysis

A product is shaped by many features. For example, hair dryers come in different shapes and colors, with various attachments, possible heat settings and motor types. Each of these features affects a customer's decision whether to buy the product or not.

The Sharp sharia: is segmentation really nonsense?

'Target the market' is a much quoted quote by Byron Sharp. And as it is with quotes: they sometimes take on a life of their own. Time passes after you read or hear such a quote in context. And combined with all kinds of other people's experiences and opinions, at some point it can stick that segmentation is nonsense. Only: that's too short-sighted and it's not quite right.

The Sharp sharia: loyalty does not exist

In conversations and discussions about How Brands Grow, you sometimes hear persistent misunderstandings come along. To name three: 1. Sharp states that loyalty does not exist 2. Sharp says segmentation is nonsense 3. Sharp ignores the purpose of a brand.

How Brands Grow at Every Level

Perhaps over-familiar, but still very telling: the Tropicana case. About a mistake that cost 23 million. Especially relevant now that the latest How Brands Grow book is out: building Distinctive Brand Assets.

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Jos Vink
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Jos.Vink@blauw.com

Jos Vink CEO Blue

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