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Why do consumers pay €999 for a Dyson vacuum cleaner? Or €549.95 for an Oral-B toothbrush? Premium brands are increasingly filling their portfolios with more luxurious product variants because of higher margins and brand value. For a successful launch you want to understand what drives this premium target audience, but in market research it's precisely that audience that's hard to capture. How come? The Premium Dilemma There are various parties in the Netherlands that special

AI models have a problem: data. That might sound strange, because there seems to be no shortage of data, but AI models are particularly hungry for one type of data: authentic, first-hand data from real people. And that's scarce: the amount of data we humans generate simply can't keep up with the amount of data AI models need. And this has consequences. When AI Learns from AI Recently, I was in conversation with various agency directors and seniors from the market research ind

'Community is the most lasting investment you can make.' Those are the words of Barbara den Bak, creative entrepreneur and well-being strategist who has built multiple successful businesses. In her talk at the 'Sprints & Sneakers Festival', recently held in Amsterdam, it became clear that 'brand communities' act as growth accelerators for her ventures. I see it on many consumer brands' 'wish lists', but really following through on this – only a few actually do. What's going o

At IFA 2024 (the world's largest trade show for consumer electronics and home appliances), Miele presented its latest premium washing machine with an 'InfinityCare honeycomb drum' last week. Wow. Or at least. Is it wow? 'InfinityCare honeycomb drum'. It sounds a bit vague but not particularly technical. The feature's name suggests 'infinite care and a honeycomb drum'. I suddenly wonder: what does the inside of my washing machine actually look like? Not a honeycomb I think, mo

For marketers, understanding customers is an essential part of the creative process. How do you connect with consumers? What do they...

Marjolein van Ballegooij, founder of Conversation Studio, was featured on the Female Leaders Podcast, an initiative by Maartje...

New products, new services, new marketing and communication ideas. Enjoy letting loose and in no time you have hundreds of new ideas....

The new iPhone is coming. By the way, there's also a new vacuum cleaner on the way, a new electric shaver, a new iron, a new mop, a new...

Every company that prioritizes customer centricity can't ignore 'empathizing with the customer.' And for good reason: gathering insights...

Op donderdag 23 november 2023 vindt Nima B2B Xchange plaats. Het idee van dit event is om B2B-marketing meer op de kaart te zetten en...

The festival season is in full swing, and with the sun finally shining, the ideal festival experience is upon us: basking outdoors in the...

On Amazon.com I can choose 766 types of electric toothbrushes, 4.000 laptops over $500 and 797 cordless drills. In this ocean of...

Auteur: Marjolein van Ballegooij Gepubliceerd in Marketing Tribune op 22-05-2020 De lente is op dreef en dat betekent dat er weer...

Auteur: Marjolein van Ballegooij Gepubliceerd in Marketing Tribune op 3 december 2020 Net Black Friday en Cyber Monday achter de rug,...

Auteur Marjolein van Ballegooij Gepubliceerd in Marketing Tribune 10-09-2020 Over de trend ‘van bezit naar gebruik’ en...

Auteur: Marjolein van Ballegooij Gepubliceerd in Marketing Tribune 17 februari 2021 Nu we met zijn allen en masse online aankopen doen,...