OF YOUR CUSTOMERS, YOUR EMPLOYEES, YOUR PRODUCTS, OF INNOVATION …

Hi, great to meet you!

We are a research agency, helping companies with positioning, innovation and transformation. While this may sound extensive, everything we do revolves around identity; clarifying what you represent, where you aspire to reach and the necessary steps to achieve your goals. Whether it’s refining brand strategy (positioning), driving product innovation, leveraging social influence, or cultivating leadership development (transformation), our efforts revolve around shaping and realizing your vision. Research is our homeland and that keeps us fresh, critical and wide awake.

Our advice is grounded in research. By delving into market dynamics, understanding your brand, products and organization, we assist you in pinpointing the genuine motivations and requirements of your market, customers, or internal stakeholders. Yet, data alone remains inert. Through meticulous analysis, astute interpretation and strategic ingenuity, we extract insights from data to construct the foundation for strategy and expansion, fostering both commercial and organizational triumph.

Villa-people

Grounded
We are real research freaks, which keeps us open, fresh, connected and critical. Our strategy for positioning, innovation and transforming always begins with solid groundwork rooted in the appropriate insights.

Business scope
Through research, we derive potent insights, collaborating with you to imbue them with meaning and translate them into actionable solutions and strategies. We empower you with the knowledge and confidence to swiftly discern the business implications and focus on the “Now what?”

Engaged
We engage with you and your project with a blend of challenge, confrontation and empathy. We compel you to confront reality, offer guidance and help you find inspiration. Sometimes it’s a gentle push forward and other times a friendly prod to keep you on track.

What can we do for you?

Research for a clear perspective

Research yields impactful insights, which we collaboratively interpret with you and translate into strategies, customer solutions, communication tactics, or innovations. Our aim is to provide you with a clear understanding of your aspirations and growth objectives (what you want), the business implications (what it yields) and the practical feasibility (what can be done).

We prioritize seamless integration of research findings and insights into your team’s workflow. This is why we advocate for interactive work sessions where we share results, engage in design thinking, craft compelling customer profiles and collaborate on enhancing employee engagement.

At Villa, we offer a comprehensive range of research methods spanning the entire marketing mix, including face-to-face and online approaches, qualitative and quantitative methodologies. Our approach is always intuitive, straightforward and personalized to ensure effective outcomes.

Strategic thinking

At times, fresh strategic insights from an external perspective can be invaluable. Whether it’s optimizing your brand portfolio, fostering innovation within your organization, or ensuring future resilience, external strategic thinking can make a significant difference. It can also help cultivate leadership skills within your team.

In our approach, we typically commence with thorough intakes and interviews to assess the current situation, pinpoint key challenges and garner support for potential solutions.

We pose critical questions, uncover underlying dynamics, provide guidance and momentum, highlight crucial issues and determine the necessary next steps to future-proof your brand, team, or organization.

Research

STRATEGY RESEARCH
Brand
Positioning
Segmentation

TARGET GROUP RESEARCH
U&A
Communication
Shopper

INNOVATION RESEARCH
Concept development
Innotinder
Social innovation

EMPLOYEE
Engagement
Research

 

RESEARCH METHODS
Online surveys | Group Discussions | Interviews | Expert Interviews | Innotinder | Co-creation | Location Tours

Strategic Thinking

STRATEGY COACHING
Organization
Business plan
Brand

EMPLOYEES
Team Development
Coaching
Leadership

INNOVATION POWER
Conceptizing
Design
Thinking
Ideation

What can we
do for you?

Research for a clear perspective
Research results in powerful insights that we give meaning together with you and translate into strategy, customer solutions, communication or innovation. We offer you a clear perspective on ambition and growth (what do you want), the business side (what does it yield) and practical feasibility (what can you do).

We think it’s important that results and insights from research easily land and are perpetuated in your team. That’s why we’re fans of work sessions to share results, design thinking, develop inspiring customer profiles and work together on employee engagement.

Villa offers a broad scope of research methods across the entire marketing mix. Face-to-face and online. Qualitatively and quantitatively. Always intuitive, simple and close.

Research

STRATEGY RESEARCH
Brand
Positioning
Segmentation

TARGET GROUP RESEARCH
U&A
Communication
Shopper

INNOVATION RESEARCH
Concept development
Innotinder
Social innovation

EMPLOYEE
Engagement
Research

 

RESEARCH METHODS
Online surveys |  Group Discussions |  Interviews |  Expert Interviews |  Innotinder |  Co-creation |  Location tours

Strategic Thinking
At times, fresh strategic insights from an external perspective can be invaluable. Whether it’s optimizing your brand portfolio, fostering innovation within your organization, or ensuring future resilience, external strategic thinking can make a significant difference. It can also help cultivate leadership skills within your team.

In our approach, we typically commence with thorough intakes and interviews to assess the current situation, pinpoint key challenges and garner support for potential solutions.

We pose critical questions, uncover underlying dynamics, provide guidance and momentum, highlight crucial issues and determine the necessary next steps to future-proof your brand, team, or organization.

Strategic Thinking

STRATEGY COACHING
Organization
Business plan
Brand

EMPLOYEES
Team Development
Coaching
Leadership

INNOVATION POWER
Conceptizing
Design Thinking
Ideation

Reviews

Research, strategy and coaching
We have years of experience with the magic that Doris and Tom bring to the table. They conduct ongoing market research for our campaigns, delving into our customers and brands year-round. Tom’s analytical and pragmatic insights, paired with Doris’ deep understanding of our market, keep us sharp and constantly enriched with knowledge and insights. Doris helped guide Morenso through rapid growth, providing powerful and substantive guidance, always with a touch of humor. She has helped steer our company towards positive change. Doris has a remarkable ability to connect with individuals across our organization and elevate them to new heights through her coaching approach.

Morenso International LTD
Suzanne van het Zand
Marco van der Hulst

Consumer research
Recently, in collaboration with Tom, we undertook an extensive consumer research project focusing on several sustainability value propositions for a major multinational company. Despite the tight timeframe, we efficiently completed the task and delivered robust insights. Our client was very pleased and promptly introduced several tangible propositions to the market as a result. Tom’s personalized approach, customer-centric attitude and adaptability were instrumental in exceeding our client’s (high) expectations swiftly. What’s more, it was a delightfully smooth collaboration. Here’s to the next endeavour!

Bas Adib – Co-founder FiredUp

Employee engagement survey
With Villa’s help, we recently conducted an employee engagement survey, the ‘Bolletje ❤️ Beat. The results provided us with clear insights into the needs of our employees and are a good stepping stone for formulating policy in the field of employment conditions, information provision, communication structures and integrated business planning/program management. Really great!

Eveline van Dijk-Fransen, HR Director Bolletje

Qualitative research and brand consultancy
Since 2007, collaborating with Doris has been a consistent pleasure. She has conducted numerous qualitative research projects for Auping, Beter Bed and Accell Group, spanning brand positioning, advertising concepts, innovation concepts and retail presentations. What impresses me each time I work with Doris is her remarkable ability to swiftly grasp the core issues in a highly pragmatic and actionable manner. Her insights consistently yield clear conclusions and recommendations that significantly propel our business forward. Doris is not only delightful to work with, bringing humor and warmth to every interaction, but she also possesses formidable analytical skills. She excels as a keen listener, adept at understanding both the business and consumer perspectives and consistently contributes valuable solutions. This blend of attributes is where her true strength lies.

Ton Anbeek
Board advisor en consultancy, formerly CEO Auping / Beter Bed / Accell Group

MT coaching and strategy
Villa conducted a coaching program designed to help Bolletje’s MT work together more effectively. The program closed with a 2-day team-building retreat at the beach. Villa guided us through the process in a professional but also uniquely personal manner. The end result is stronger connections and improved alignment in the team, which we’re very happy with!

Management Team, Bolletje

Shopper research
Personal, committed, collaborative and professional, those are words that fit Villa. I was asked by my client (Borgesius) to set up and conduct a shopper survey and present the results in just 2 months (during a holiday period). Quite a challenge! But thanks to Doris’ help and professionalism, we met the deadlines and were able to deliver a report full of valuable insights and recommendations. Villa will always be on my shortlist of research agencies to help me fulfil requests that I receive from my clients.

Eveline Tromp, Interim Trade marketer en Category development specialist

Actionable insights
I first worked with Villa when I was brand manager at Grolsch, about 15 years ago and I have continued to work with Villa at other employers. My main reason for turning to Villa when I need help is that Villa doesn’t just do what you ask, but really thinks along with you. Doris and Tom really immerse themselves in the problem at hand, coming up with more than just research findings and conclusions. They come up with actionable insights and aren’t afraid to give you an honest answer when you ask them what they think you should do. Thanks to their years of experience in multiple industries, they can also help you to place the research results in a broader perspective. Finally, they are flexible and very pleasant to work with. In short, I can heartily recommend Villa.

Marjan Luit
Unit Manager Vers a.i bij Hoogvliet, formerly Commercial Director Borgesius

Partner
For us, Villa is more than just a research agency. The combination of broad research experience, marketing knowledge, insight into the beer market and people skills make Tom and Doris partners who think along with us, inspire us and challenge us. They are curious, genuinely interested in ‘your story’ and really want to find the answer, the insight that makes the difference. They are open to innovative and creative ideas to answer complex questions, even if that involves playful new ways to introduce respondents to the creative concepts. That, combined with their flexibility and strong analytical ability, means that you can put any question to Villa with the certainty that you have put it in the right hands.

Aneta Charlak
Sr. Insights Manager Netherlands, France, EMEA at Grolsche Bierbrouwerij Nederland B.V. – Asahi Europe Ltd

Employee involvement study

We recently conducted an employee involvement study with Villa’s assistance and are very satisfied with the results. Doris understood our organisation quickly and aligned the study to perfectly fit our needs. Communication was smooth and clear. The advice that we were given regarding follow-up was professional, as was the help with follow-up that we received from Villa. Doris did more than just help us to gather insights; she also actively thought along with us about the steps that we needed to take to increase employee involvement and helped us to take those steps. We have already made concrete improvements based on the clear report and practical recommendations we received from Villa. We highly recommend Villa for execution of employee involvement studies!

Kim Goutier
HR manager Mademoiselle Desserts Benelux

Insightsfinding
Magician that blends art and science to generate meaningful insights that drive the business, is how I would describe Villa. Villa’s approach is methodological agnostic and this enables them to combine ethnographies with advanced AI techniques to generate strategic advice and counsel. I know because we have used them across multiple engagements over the years – they are my consigliere. In today’s world where there are many consultants, Villa stands head and should above all. Villa is a hidden gem that we discovered.

Garth W. Viegas, Managing Director, America, Analytic Edge Pte Ltd

Vision development and Team coaching
Working with Doris is always inspiring and surprising. And also a bit exciting. Her approach helps you discover a place within yourself that you don’t visit every day. I have asked Doris to help a number of different clients, with results that were both surprising and spot on each time. Because of her personality and the methodology she uses, what you discover or work through with her help will stay with you for the rest of your life.

Lily Nieuwenhuizen, Advisor psychosocial oncological care and support

More than research
When you give Doris and Tom an assignment, you know that they go further than just research. Thanks to all their experience, knowledge and skills, also specifically of the beer market, they are able to present the results clearly, sharply and, where necessary, critically. It is not only facts, but also the insights and the joint approach to result-oriented solutions that make the collaboration so valuable. We have been working with Villa for more than 10 years and are very satisfied.

Melanie Koning
Strategy & Channel Development Manager Royal Grolsch

 

Branding
Merken bouw je niet overnight. De merkinvesteringen renderen over het algemeen op lange termijn. Samen met Villa hebben we een model opgezet om onze merkontwikkeling te volgen op belangrijke indicatoren. De basis is altijd gelijk, altijd dezelfde indicatoren, en daarbij kunnen we adhoc issues bevragen bij de consument. Een mooie basis om met Villa te exploreren hoe het merk vorm te geven. Mooie kwalitatieve insteek die inspireert, bevestigt of tot stevige discussie leidt. Altijd om het merk verder te brengen. Bij Villa is ons merk in goede handen.

Luc Putmans
Founder O2life

Doris & Tom

Villa Wat is jouw verhaal?

Challenging consultant
Empathetic researcher
Confrontational coach

I thrive when I have the opportunity to ask probing questions and uncover the underlying currents. Though it can be challenging, I approach this task with a blend of love, respect and humor.

Business Administration (drs) / MBTI-license / Master Coaching

Villa Wat is jouw verhaal?

Creative Analyst
Analytical Strategist
Strategic Thinker

I’m always fully committed and in the game. My approach is analytical, creative and dynamic. I love transforming complexity into simplicity and exploring the zone where theory and practice meet and converge.

Econometrician (drs) Nielsen // JDE // SABMiller // Kantar

In 2000, I established Villa under the umbrella of MarketResponse and VODW, initially as a qualitative research agency. Villa pioneered a unique business model, with a core team in-house complemented by a dedicated group of freelancers. Villa’s freelancers played a crucial role in Villa’s growth, attracting new clients and evolving it into a comprehensive research and strategy agency.

In 2016, Tom Wilms joined Villa as a partner, bringing with him extensive expertise in market research, particularly in online and quantitative methods. With a background in econometrics and a deep-seated curiosity about human behavior, Tom’s insights provide the strategic backbone for our services, offering both the broader perspective and the necessary data-driven foundation.

Today, Villa is as a full-service research agency, distinguished by its commitment, boldness and expansive business scope. Tom and I complement each other perfectly, united by our passion for research and our interest in people. We have an unerring sense of direction and an intuitive grasp of business and market issues.

Contact

Villa Wat is jouw verhaal?

Villa
Naarderpoort 2
1411 PW Naarden
Nederland

Doris Kruijt
0031 (0)6 22 45 0019
doris@villawatisjouwverhaal.nl

Tom Wilms
0031 (0)6 27 06 82 64
tom@villawatisjouwverhaal.nl

Villa Wat is jouw verhaal?