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Measures, measures and more measures. Many changes have taken place recently for organizations, citizens and consumers. Customer needs changed with them, as did the customer experience. In the short term, organizations pulled out all kinds of stops to keep the customer happy. But what about the long term? How will you deal with changing customer needs as an organization in 2021?

In my work I am regularly challenged. I get a kick out of finding just that surprising hook that inspires clients in making their plans. Finding the right insights can sometimes be quite challenging. Especially in needs research, where you start looking for the client's needs from scratch or maybe a few hypotheses.

Customer opinion is golden for many organizations. It constantly tells them what is going well and where there are opportunities to take customer satisfaction to the next level. Unfortunately, the willingness among customers is slowly diminishing because of the enormous overload of questionnaires and review requests that come your way.

Sanne Kempers was once the girl from the South who really wanted to move to the Randstad. Since September, she has been working at Blauw as a Research Consultant Customer Journey. Sanne is a second-time employee at Blauw: she studied psychology about 15 years ago and became acquainted with the research profession during an internship at Blauw Research. After that she worked at a service design agency, where she gained a lot of knowledge and experience about researching customer journeys. We asked Sanne to introduce herself. Who is Sanne? How did she end up at Blauw? What is her view on customer journeys? What does she like to do in her spare time?

Playlist contamination. Google doesn't know the word, but I think it's a phenomenon many Spotify users have to deal with: The daily mix of songs they've compiled especially for you also includes the favorites of daughter who uses the same Spotify account. Sitting around listening to The Cranberries, Demi Lovato suddenly pops in. Recently I no longer hear Demi, because my Spotify subscription has expanded to Family.

Coca-Cola. Albert Heijn. Nike. When do you think of these brands, what do you feel and what is the behavior you are going to exhibit? The more moments a brand name evokes in the consumer's brain, the more positively charged and familiar, the more effective the brand's branding is: people are going to look for the brand, consider it, buy it.