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A bright future for organizations cannot be taken for granted. Especially not when society is constantly changing. Customer needs change with them, as do the customer experiences of consumers and citizens. As an organization, you need to understand what is going on in the customer's mind every day. How do you respond to customer needs in uncertain times? A research community can help you do just that.

As a marketer, you weeded out the weeds in Step 2. Meanwhile, the product concept with the strongest roots manages to hold its own. The apple tree even bears beautiful apples. It's time to harvest the fruit. Time for step 3 in the process from "seed to profitable product": the optimal product portfolio. How do you process the apples into an apple pie? Or rather, how do you process the product with the most potential into a profitable product? That is why the preparation and attractive presentation of the optimal product portfolio is extremely important.

Never change a winning team or in the case of Heineken: the winning horse. The terraces are open again and Heineken has brought out its winning horse. Ski instructor Rudi - Who doesn't know the 2002 commercial "Heeee, Biertje"? - was revamped on April 20 immediately after the cabinet announcement with the #FirstBiertje campaign.

Customer needs can change, especially during uncertain times. Times when you are not sure to what extent customers will show interest in your product or service. Times when customer perception and loyalty are changing. Times when, as an organization, you have a lot of choices to make. But how do you make those choices? Monitoring customer experience is an extremely important tool. Blauw gives you two tips for monitoring customer experience in uncertain times.

The brand is the beating heart of your organization. The organ that keeps the organization alive and thriving. It ensures the recognition and value of your products and services. Brand research helps you determine the health of your brand.

The global pandemic is turning the world upside down. The economy is uncertain and many companies have to improvise to survive. A logical step then is to cut back on things that seem less relevant, such as research. Nothing could be further from the truth, however. Especially in these uncertain times, it is important to immerse yourself in your customers and their customer journey, because this period offers unique opportunities to make a difference. Blauw gives you four reasons why.