Skip to main content
Award-winning Data & Insights Agency FD Gazelle winner five years in a row (2020–2024)

Jump on the knowledge train – it departs shortly

Our fans get our latests blogs first:

How do you know if an advertisement works?

What is a ‘good’ advertisement? This seemingly simple question is surprisingly difficult to answer.

In everyday language, we often refer to a ‘good advertisement’ as a ‘fun advertisement’. An ad that is cleverly made or one that succeeds in making us laugh or think. From this perspective, advertising quality is equated with the criteria with winning a Gouden Loeki.

For brands and advertisers, however, an advertisement is only ‘good’ when it helps achieve the campaign's objectives.

Read More

Trendy & Stylish, but What About Human Rights? The Unconscious Brand Associations of H&M and Zara.

From the catwalk to the wardrobe: fashion is everywhere. But what lies behind the facades of fast-fashion giants like H&M and Zara? It's not just about the latest trends or the fit of a coat. Unconscious associations also play a role in choosing where we spend our euros on a new outfit. But what exactly are these unconscious associations?

Read More

The Advertising World Faces a Fatal Creativity Crisis

“The advertising world is in a fatal creativity crisis.”

With this statement, marketing scientist Orlando Wood (System1) sounded the alarm in 2019 with his book ‘Lemon. How the Advertising Brain Turned Sour’. In the book, he describes how creative and bold advertising is increasingly being replaced by an uninspired approach. This approach results in rational, abstract, and downright forgettable advertising: deadly for impact.

Read More

Predictive Eye Tracking: Can AI Pass the Test?

In the world of digital marketing and advertising, understanding what consumers look at and what captures their attention is crucial. Predictive eye tracking technology offers the ability to predict where consumers are likely to look in static images and videos. But how accurate is this technology in 2024? 

Read More

The 3 Most Common Mistakes in Using the Net Promoter Score (NPS)

There's nothing wrong with the NPS, but with how people use it.

Net Promoter Score, or NPS, is one of the most popular ways to measure customer satisfaction. The idea is simple: you ask customers how likely they are to recommend your product or service to others, on a scale from 0 to 10. The answers are then used to calculate your score and classify into three groups: Promoters, Passives, and Detractors. Sounds easy, right?

Read More

Unravel Research Named Data & Insights Agency of the Year 2023

Unravel beat out the other nominees, MWM2 and Perspective.

The jury chose Unravel because "the agency does things differently than the rest" and "has passionately elevated a specialty to great heights".

Read More

Branding

Neuromarketing & Brand Image Guide: How to Measure What Truly Matters

Brand Image. That it is one of the most valuable assets of a company is something many marketers agree on. How to measure or strengthen it, however, is a bit less clear. While some may pull out their collection of Likert scales, others know that we need to dig deeper to get to the core of the brand image. Because only in that way can you strengthen the brand image and, consequently, stimulate purchases and drive growth.

In this concise guide, we share everything practical about brand image and brand image research. From what it is to how to measure and strengthen it. We also immediately reveal which KPIs lead you astray and should be stopped today, so you don't waste your resources on unnecessary matters.

Let's dive in.

Read More

Branding

Brand Health Tracking Research: What you Should and Shouldn't Measure in 2025

Brands like to keep their finger on the pulse when it comes to their health. Smart, but then you have to measure the right things. In this blog, you'll read about which brand health metrics provide a meaningful reflection of the health and growth potential of brands.

The purpose of brand tracking is, on the one hand, to see the impact of marketing efforts reflected in visible KPIs. On the other hand, tracking is useful for spotting early indicators that signal an increase or decrease in market share.

But which metrics are worth measuring? In theory, you could measure hundreds of metrics, leading some brand trackers to expand into questionnaires that seem endless. Needless to say, this makes it challenging for brand managers to act on.

Read More