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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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Continuously measuring customer satisfaction, why and how?

Does your organization already have continuous insight into customer satisfaction? Many customer-centric organizations do measure their customer satisfaction, but only do so once a year, for example. The downside of that: you get fairly general feedback and the rest of the year you are left without steering information to improve the customer experience.

Market potential: from seed to apple pie

As a marketer, you actually work a bit like a farmer and a cook at the same time. You plant a seed, then harvest the fruit and develop it into an attractive product. Blauw divides this process into three clear steps. Step 1, concept creation, we discussed in a previous article. Step 2 is choosing a concept with potential. How much business potential does the seed you planted in Step 1 have to grow into a fruitful apple tree?

How facts and stories reinforce each other

What is your eureka moment? The Algemeen Dagblad asks scientists this question. Recently, Marijke Deutekom, director of the Health, Sports and Welfare domain at lnholland University of Applied Sciences in Haarlem told us about her eureka moment. The moment she discovered the power of qualitative research.

Dutch B2B organizations lag behind on customer experience

You might expect that B2B organizations know only too well how important the customer experience is and that they respond well to it. After all, organizations that work for other organizations often have more one-on-one customer contact than B2C organizations.

Business Lead YourUX Maarten van den Broek: 'I like to challenge myself, my team members and clients to do just a little bit better for the client every time'

In 2009, Maarten van den Broek (34) ordered "Two beers and an internship" during an alumni meeting in the bar of Blauw Research. That's how it all started for Maarten at Blauw. At the time, he was studying for a master's degree in Marketing Management at Tilburg University.

Conduct Customer Journey Research yourself or outsource? 4 advantages side by side

Chances are that customer experience is a hot topic within your organization. After all, you want your objectives, promises and internal processes of your services to match the needs of the customer as closely as possible. Only then can you optimize the customer experience and make your organization successful. But who are your customers and what are their needs?

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Jos Vink
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Jos.Vink@blauw.com

Jos Vink CEO Blue

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