Category: Uncategorized

August 14, 2019

Research Expert Maaike joins SMART as board member

Since July 2019, Maaike joined the board of SMART, an organization for Starting Marketing And Research Talent. SMART is part of the MOA (Dutch organization for market research) and organizes each year various events for young professionals. The aim of SMART is to connect marketers and researchers with each other and inspire through events. Each […]

June 17, 2019

The Shopting© model

The Shopting © model: unique expertise to link consumer behaviour to shopper behaviour

The core challenge for many business managers today is to identify those few strategic growth buckets to tap into in order to create sustainable growth for their company. Are there any unmet needs or rapidly growing consumer segments? Who exactly is my target, what drives them and how can I reach them more effectively? How […]

June 17, 2019

Haystack acquires Shopper Consulting company ‘Shopting’

Haystack acquires Shopper Consulting Firm ‘Shopting’

Global research consultancy agency Haystack has acquired shopper intelligence specialist Shopting. It empowers Haystack to help clients realize revenue growth through a holistic “data intelligence” driven consulting framework. Terms of the deal were not disclosed. Founded in 2013, Shopting offers a range of consulting services and big data technology to leverage consumer and shopper insights […]

May 23, 2019

evaluate the role of virtual and immersive reality in sensory testing

The ESN Immersive Project

The European Sensory Network ESN has conducted a research program to evaluate the role of virtual and immersive reality in sensory testing. The results show that preferences in the lab do not necessarily translate to the real or virtual world. The upshot: Immersive contexts can be meaningfully integrated into sensory testing. They afford reliable and […]

May 14, 2019

HUT home use testing Haystack

HUTs: good, fast and cheap

They often say that you can only pick two. When something is cheap and fast, it won’t be good… Well, at Haystack we like to challenge that. We pursue a good balance for our Home Use Test; making them fast, affordable and high in quality. In many HUTs, screening of respondents and sampling of products […]

May 13, 2019

Agile marketing Haystack

Fast, Faster… Agile

On April 25th the annual SMART conference took place. As proud sponsor of SMART (Starting Marketing And Research Talents) and MOA (Marketing-insights, Onderzoek en Analytics) we were happy to be present with our 2 local Research Experts Louise and Maaike. They are pleased to share with you their 3 key findings of the day. At an […]

May 7, 2019

VR research Haystack

Virtual Reality brings engagement and contextualization together

It’s exactly this valuable combination of engagement and contextualization that’s the key to so much more marketing and sales opportunities. But what exactly is Virtual Reality (VR), how can it change our lives, why is it so important for Haystack and how does such a VR research tool look like? We’ll tell you all about […]

May 7, 2019

Our Dutch local team expands

To support the business growth in The Netherlands, we are expanding our Dutch local team. We are welcoming a new hire, Evalien Slob and our experienced Field Expert from Belgium, Nathalie Latour. As of May 1st, Evalien Slob has joined our local Dutch team as a Senior Research Executive. She will be supporting our (Senior) […]

April 24, 2019

Validating fads from fiction in brand & communication research

Validating fads from fiction in brand & communication research

Haystack has renewed its membership of ‘Stichting Wetenschappelijk Onderzoek Commerciële Communicatie’ (SWOCC) . The SWOCC supports academia in Communication Sciences in their fundamental research and also to be present at the forefront of brand & communication research. Top of the communication & media studies ranking As brand & communication research is an important part of […]

April 24, 2019

Social Media Analysis

The added value of social media analysis within U&A research

Before people used social media to highlight great moments in their life, to demonstrate their special connection with certain products, to unravel their opinions or to showcase their creative DIY outbursts; as market researchers we just ‘simply’ had to ask them about all of it. However, ‘simply’ questioning consumers how they use different products & […]

November 6, 2018

Haystack welcomes former GfK-top and widens its scope to new expertise domains

Haystack continues to expand thanks to the strength of its proprietary Symphony of Senses© framework. Today it announced that former GfK Belgium leader Kris Vloeberghs has joined Haystack International as Managing Director. Together with Kris, another five ex-GfK senior consultants become part of the Haystack family. With about 70 employees, Haystack will continue to invest […]

September 12, 2018

Haystack opens office in New York

Haystack announced the opening of a new office in USA, New York. This new location strengthens Haystack’s global operations in response to increased demand from international clients to service the local market. Based in New York Manhattan, the new operation will be commercially led by Baileigh Allen, a seasoned insight professional with a successful track […]

August 24, 2018

Haystack and DataStories join forces bringing “Smart Product Launch”.

Haystack and DataStories join forces bringing “Smart Product Launch” to organizations within the Food & Beverage and Fast Moving Consumer Goods industries. In today’s fast-changing business environment asking for faster, cheaper and better research solutions, Haystack and DataStories offer a unique project approach to test new or improved product formulations.  This partnership is very exciting […]

June 5, 2018

Kjell Massen joins Haystack

Kjell Massen joins Haystack as Country Manager the Netherlands

Haystack has appointed Kjell Massen as Country Manager the Netherlands. Kjell brings along 15 years of experience in market research on agency side and has been appointed as Dutch ESOMAR representative since 2016. He will join the Haystack team in the Netherlands and will focus mainly on developing new business in this market and on […]

April 25, 2018

The right way to (re)design product packaging

We live in a complex and fast evolving world where technology and disruptive business models are the new normal, making the future more uncertain than ever. Brands have to stay relevant and are constantly looking how they can do this in their products and services. A key element in the mix is the pack design: […]

March 21, 2018

Our challenges during Market Research in Africa

Imagine launching a new product across borders. Or even creating a package that impacts behaviour or an impactful product shop experience. Gaining sufficient and correct information across the borders is not an easy job. Luckily global fieldwork has been called into life, which is about facing local difficulties and identifying cross cultural differences that will […]

December 22, 2017


Happy Holidays from the Haystack Team

Thank you for keeping an eye on the blog in 2017. We hope you found it insightful and learned a lot about multisensory market research! We have a lot more content coming in 2018, so make sure to stay tuned! Not just following Haystack, but already working with us? Thank you very much for the […]

December 13, 2017

MCI Haystack MENA Partnership

Haystack Expands Presence in MENA Region: Partnership with Midline Creative Insight

Haystack expands its presence in the MENA region by teaming up with Midline Creative Insight (MCI). MCI has been active since 5 years in the MENA region, mainly in full service Qualitative Research and project management of Quantitative Research studies. Increase in Quality Standards and Online Panel Capabilities The partnership allows Haystack to offer even […]

November 23, 2017

Shopper experience Uniqlo

Uniqlo Osaka. Unique Clothes… or just “a lot for less”?

How one of the world’s most successful specialty store retailers truly charmed me. As published on MarketingOnline on November 27, 2017. When on holiday it is always nice to hit the shops, and where better to do this than in Japan, where – if the boss allows it – people are dressed tasteful and elegant. […]

October 12, 2017

logo Haystack - corporate identity

Transformation of Corporate Identity for Haystack Complete

New Corporate Identity for Haystack Haystack has been a trusted partner in multisensory consumer research for decades. With offices in Dubai, Amsterdam and Leuven we have a global reach. Also, Haystack has a large track record with research conducted in more than 60 countries. Managing Partner Wim Hamaekers says: “We had outgrown our corporate identity because […]

September 8, 2017

A new advisory board for a new Haystack

Leuven, September 8, 2017 – With great pride and pleasure, we announce you today our new Advisory Board chaired by Dan Foreman and Pieter Goiris. The arrival of Dan and Pieter perfectly fits within the new chapter Haystack is writing as Multisensory Research Consultants. An exciting and challenging journey is ahead of us and we […]

October 5, 2016

Proeven van succes

Sponsor ‘Proeven van succes’ – Tasting of Success

MOA and Haystack present the fifth book printing “Tasting of success” written by Joep Brinkman. This book is the reference for the experienced sensory researcher, but also a great book for any person who has to deal with food technology or food marketing during his or her study.  The book is a revised version, with […]

October 5, 2016

Shelf virtual reality

Haystack launches a VR app for consumer product testing

Haystack first company to use VR headsets for smell and taste tests From now on, Haystack’s smell and taste tests can also be conducted using VR glasses. Haystack is using the technology to immerse test subjects in a realistic environment, without requiring respondents to move. “Context is important, especially where smell and taste tests are […]

February 26, 2016


The effect that our brain uses to make quick decisions

What is the anchor in your category? Anchoring, the effect that our brain uses to make quick decisions. We use one piece of information as an anchor to base our decision on and estimate how far we need to move away from this anchor. Most often we use this heuristic with numbers. Almost all marketers […]

October 25, 2014

Neuro Against Smoking (NAS)

Neuro Against Smoking Project – a noble fight for a good cause

NMSBA, NEUROHM, Haystack Dubai and 30 other participating countries leap ahead with the first Neuro Against Smoking (NAS) Project With 31 participating countries being represented by companies and universities, Neuro Against Smoking is the world’s biggest international neuro study dedicated to health issues yet. About the project The NAS Project aims at promoting healthy lifestyle, supporting […]

December 1, 2013

Tap water

Tap water in Flanders on the rise

Qualitative research through online community Haystack conducted the qualitative part of the survey through its online community: an internet platform with some three hundred members, representative for the Belgian population. The members were interviewed and asked for their opinion, in order to get relevant insight into the usage of and attitudes towards tap water. Important […]