Top 5 most read articles of 2021

2021 is over, and it is time to take a look back. Last year we wrote countless articles, blogs, columns, research reports and interviews. This is the Top 5 most read articles of 2021.

1. Brand Growth Study 2021

In 2021, DVJ Insights conducted the Brand Growth Study among marketers and insights managers for the fifth consecutive year. And it was a special one: over 2,000 marketers and insights managers from more than 10 European countries participated in the research on brand growth and last year’s theme: Data-Driven Decision Making. The report filled with learnings for a winning brand strategy is the most popular piece of 2021. Download the report here.

2. Improving Mental Market Share through Category Entry Points

For many brands, Category Entry Points are an important tool for brand growth. A global manufacturer in FMCG envisioned opportunity by understanding when, how, how often, and why their category is consumed. Read here how we connect the Category Entry Points to the Mental Market Share to align the brand’s communications and portfolio with the right occasions.

3. Grip on change

The suddenly changing world brought huge questions for marketers. This year, more than ever, we saw how important it is for brands to have a continuous understanding of developments in the market, how the consumer’s world is changing and how to adapt to this as a brand. In this article, Jori van de Spijker, Managing Consultant for the Netherlands, shares how brands can get a grip on change in turbulent times.

4. TikTok: Why brands should learn about tomorrow’s channels, today

At the beginning of this year, there was no escaping one of the newest social media channels: Clubhouse. And although the hype has died down since, competitor TikTok continues to break all the records. Managing Consultant Jori van de Spijker writes in this blog why brands should start testing tomorrow’s initiatives today.

5. Tracking, but not as you know it

The value of brand trackers has been debated for years. Andy Drake, Managing Consultant UK, shares in this blog how he has encountered ‘the good, the bad, and the ugly’ in the past, and how trackers should be a true force for valuable and cost-effective insight. But, only if the strategic purpose is properly thought through and the design and quality of the ‘inputs’ are optimised. Sounds easy, so why is it so scarce?

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