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Binne.heida@blauw.com
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Featured
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1/7/2025
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.
News
24/6/2025
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.
News
18/6/2025
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.
Blog
19/6/2025
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.
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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.
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12/6/2025
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!
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8/5/2025
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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News
21/9/2023
Whitepaper 'Structural success from consumer insight'
Our recent study of B2C Marketing and Sales professionals* shows that up-to-date consumer insight is critical to growth. Find out why: it enables you to make informed decisions and grow your brand.
Marketing Strategy
Blog
31/8/2023
Why you need to know the difference between Category Entry Points and Reasons to Buy
If you have breakfast with the whole family in the morning, there might be a large pack of Optimel on the table. But if you want to get a quick drink before exercise, you probably buy a small pack of Vifit. Both Friesland Campina brands cleverly capitalize on a specific moment when you can think of the category (healthy thirst quencher). This is also called a Category Entry Point (CEPs). Many brands confuse CEPs with Reasons to Buy. But what exactly is the difference?
Branding & Communication
Blog
10/8/2023
3 valuable tips for selecting your most impactful CEPs
You're not yourself when you're hungry! Now you're probably thinking of Snickers. This brand has deployed impactful Category Entry Point (CEPs) in its communications to consumers. CEPs can provide tremendous brand growth. But how do you select the right one for your brand, when there may be a hundred options?
Branding & Communication
News
26/5/2023
Boost your brand with Category Entry Points
Capitalizing on Category Entry Points (CEPs) with your brand is going to help you boost your mental availibilty. But how do you select the most impactful CEPs? And how do you strategically deploy them?
Branding & Communication
Blog
30/3/2023
Strong brands expand with ice cream!
I just returned from a short vacation to the sun. And it tastes like more! I feel like freeing my legs, sometimes still a bit uncomfortable, from the long pants again. To impatiently join the back of the queue to the beach. And of course: to discover the latest flavors of ice cream. And what it turns out: there are quite a few newcomers on the shelves!
Marketing Strategy
News
12/1/2023
Blauw Research launches new label for User Experience research: yourUX
Research firm Blauw Research is launching a new label called yourUX. With this launch, Blauw is taking the next step to help clients even better and faster with User Experience (UX) research.
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