DVJ Insights nominated for the BVM Innovation Award 2022

We are delighted to announce that DVJ Insights has been nominated for the BVM Innovation Award 2022. With a case study in the personal care segment on the topic “New opportunities for brands through category entry points and the increase in mental market share”, DVJ is among the top three submissions.

The German Market Research Prize in the category Innovation Award honours innovative and groundbreaking research tools and studies, which are also unique, impactful, methodologically sound, practicable, and have measurable advantages over existing approaches. The nominees will present their award entries on the 20^th of June 2022 at the Congress of German Market Research in Frankfurt am Main. The winner of the Innovation Award 2022 will be announced on the same day.

Lucas Hulsebos, CEO of DVJ Insights, on the nomination: “We are very proud to have been nominated for one of the most prestigious industry awards in Germany. Our approach of linking the need from practitioners with scientific principles and common sense has proven to be successful for many clients. We look forward to presenting our unique solution at the Congress of German Market Research in June.”

About the award entry

Many companies are looking for ways to develop their brand and generate more market share. In the newer brand discussions Byron Sharp’s idea of “mental availability”, which accounts for brand growth along with physical availability, is playing an increasingly important role. This involves investigating the so-called “category entry points” of a brand and determining its “mental market share”. The nominated case study takes a closer look at these parameters for a brand in the personal care sector. In order to uncover as many growth opportunities for the client as possible, DVJ opted for a two-step process. In step 1, we used storytelling to identify the current category entry points (CEPs) of the product category in a representative online survey with category users. In step 2, we then determined the frequency of each CEP and the mental market share of each brand for each CEP. Through AI-assisted topic modelling of the collected consumer stories, we were not only able to identify the most significant CEPs per category, but also gender-specific differences in the CEP ranking.