Market research

Looking for the right ‘hooks’ & hot button to ‘move’ your target group.

Most people are not aware of their needs. They do, however, recognize them the moment they are addressed. In my opinion, the basis for a successful brand, product or concept lies in fully understanding the target group. Understanding their (un)conscious motivations and drivers, of what is going on deep in their hearts. Only here will you find the right hooks to hit the hot button your target group. And that is a skill in itself…

“If I would have asked customers what they want, they would have asked for a faster horse.” – Henry Ford.

Most of the time, as consumers, we just do something without knowing exactly why. Even though we are mainly guided by unconscious impulses, we tend to give rational explanations for our feelings or behaviors… That’s why I don’t listen blindlyto what consumers literally tell me.

It is much more important to make real contact by listening carefully and observing. This makes it possible to get to the heart of the matter, to the essence. And when you manage to strike the right chord, it is the TwinQ in the eyes that confirms you are right. This TwinQ is what I look for in research.


Looking for the (un)conscious motivations & drivers through market research

Consumer information is nice, but profound insight into the (un)conscious motivations & drivers is worth its weight in gold. And let that exactly be my passion and strength. In addition, I am only satisfied when I have found the right hooks to build a bridge between the goals of the customers and the motives and drivers of the target group. I do this by offering actionable insights, advice, ideas and/or concepts that you can immediately put to use, in the areas of: positioning and strategy, idea generation and concept development, testing and optimization.

Depending on the questions and objectives, I use qualitative or quantitative research, family visits, consumer safaris, co-creation sessions, expert sessions, online chat sessions, or anything else necessary to uncover the insights needed.

On a discovery tour with your target group, anywhere in the world

Qualitative market research

What could be better than going on a discovery tour with your target group? They know better than anyone whether your ideas, products or services match their experiences and (latent) needs: whether they strike the right chord. Qualitative research offers in-depth insight into the underlying motives, drivers and barriers.

Since I work with an international network of passionate and experienced experts, we can go on a discovery tour anywhere in the world.


Quantitative market research

With quantitative research we offer numerical insight and answers to questions that can be expressed in terms of quantity. For example: how big is the primary target group, how many percent of them use a certain app or agree with a presented statement or how big are the distinguishable consumer segments etc.

Regarding quantitative research, my partner is Ciska Glerum who has over 30 years of experience in the field of quantitative research at home and abroad.

Segmentation model based on the TwinQ Personality types

The TwinQ personality types are regularly deployed as a segmentation model for companies and organisations to gain more insight into their target group. Since the various personality types have a clear profile and character, it quickly becomes clear why a product, serviceor communication expression does or does not appeal to certain types.

New ideas can also be better attuned to the target group. Moreover, during various studies we have discovered that the TwinQ personality types are not only applicable to 5-25 year olds, but also to adults up to the age of 90!

Planning to conduct your own research and need help or advice in doing so?

Are you planning to conduct your own research, but don’t know yet how best to approach it? Would you like to improve your interview skills or translate the insights you have gained into consumer insights or concept directions? Please contact me, I would like to help you on your way.

Research among children, youth and families requires a different approach

TwinQ knows what is happening among children, young people and families. We know this by, among other things, regularly conducting research among this target group. We do this not only because it is so much fun to be in contact with them, but also because they are a dynamic target group: todays ‘hot’ can be tomorrow’s not.

Children and young people are not only inspiring, refreshing, humorous but also confrontational and extremely critical. They are “marketing wise” because they have grown up with an excess of marketing activities directed at them. Because of this, theypierce mercilessly through marketing tricks and are extremely critical ofconcepts that fail to strike their hearts. You have to have done your homework well in order for them to accept and embrace you.

Research among children, youth and families requires a different approach than in research among adults. Besides the fact that you need to speak “their language,” it is important to understand their understand overall perceptions.. And this is determined by age, gender, personality type, parent type and their peer group: the basic elements for putting differences in preference and behavior into a broader perspective.


Why TwinQ: insights & inspiration

Both myself and the dedicated TwinQ team are doing what our heart desires. This does not only make us happy, it also allows us to do exactly where our strengths lies. In the research underlying my book ‘Anders’, I discovered that the things you love to do are the very things you are good at!

I’m known for always taking that extra mile in order to provide more than just insight. I will not be satisfied until I can offer a clear overview as well as striking the core, the essence. Because right in that core, that essence, lies the answer for real change and growth. And I’m proud to have contributed to countless successful market introductions and personal transformations.


Curious about the possibilities? Then contact me to see what I can do for you or take a look at some nice recommendations belowfrom Zpress Young, Plus Retail, Hogeschool HAS, ANWB Explorers of Bakkersland. After all, they can tell you much better what I can do for you.

ZPress Young
Research and reposition various magazines for children (1/2)

What can you do when you can' t help yourself? Or if you need confirmation? Right, you call Angela Weghorst of TwinQ. Because you know that she is there for you in word and deed, is very passionate about her work and transforms herself into the target group you are researching.

So it went with MEIDEN (which only increased in circulation after the survey!), but also in the past year with STOER! (formerly known as Kr@sh).

With increasing competition in a tight market, it is difficult to position a magazine in a unique way. And much more importantly, to actually get guys to read it!

Sandra Kers - Marketing & Salesmanager, ZPress Young

ZPress Young
Research and reposition various magazines for children (2/2)

Angela got to the bottom of the guys in a super enthusiastic and fun way. If at first the editors had doubts about a "research", "because what should you do with some opinions and collected facts", at the end they were eager to get to work, so they could process the new insights into STOER! The report with the practical BrandKey incorporated in it was a real godsend.

With each edition of STOER! this practical "manual" is picked up again so that each issue meets the needs of our "Mick", the benchmark person. The nice thing is that you also go back to the conversations that Angela had with the target group. Because in addition to work, it was also a lot of fun. We laughed a lot, also about Angela who had more or less changed into Mick after a few weeks. She just didn't have the beard in her throat yet! But she did have that twinkle in her eye! ;-)’

Sandra Kers - Marketing & Salesmanager, ZPress Young

Plus Retail
Research & optimizing winning loyalty campaigns (1/2).

Background:In recent years, the use of loyalty programs in the form of promotional savings campaigns for children has grown enormously. It has now been amply proven that such campaigns can be so successful that they have a strong sales-increasing effect.

The final choice of a promotional item also involves great risk and uncertainty. Plus Retail approached TwinQ to support them in putting together their annual loyalty programme. For this purpose, we used qualitative research to gain a basic understanding of how children's savings campaigns work and we evaluated and optimized existing concept ideas.


Plus Retail
Research & optimizing winning loyalty campaigns (2/2).

"TwinQ has conducted several qualitative surveys amongst children for Plus, each time looking for 'winning' loyalty campaigns.

We were very impressed by the enormous flexibility and service orientation of this agency. For example, the insights obtained during the project were immediately translated into optimized concepts. As a result, we found a number of winning concepts.

In addition, we are also very impressed with the quality of the research as well as the qualitative reporting/presentation. Service orientation does not stop at TwinQ after the report is finished."

Mireille Verberkt - Manager Loyaliteit, Plus Retail

ANWB Explorers
Consultancy and target group check for positioning & development of ANWB Explorers membership (1/2)

Background: ANWB Explorers is a (free) membership for children 0-14 years that is linked to the parents' ANWB membership.

In order to formulate a clear vision with regard to the target group, positioning, objectives and content of the membership, ANWB approached TwinQ for both a marketing consultancy trajectory and a target group check.

ANWB Explorers
Consultancy and target group check for positioning & development of ANWB Explorers membership (2/2)

"Within 3 weeks Angela delivered a complete report with a clear vision and positioning for ANWB Explorers. From the moment I asked her to do this, she worked with conviction and enthusiasm.

In addition, she was very empathetic to the client's issues and open to other ideas and opinions.

I am very satisfied with the way Angela handled this on short notice. And also with the final result!"

René Gelderblom - Marketeer ANWB Explorers / Streetwise

Uncovering the success factors of the current range in order to translate them into concrete new concept directions (1/2).

Background: Bakkersland offers a wide range of bakery products. It has the ambition to further develop and grow the bakery category, both nationally and internationally. To achieve this, the company is working on the development of new products, among other things.

In order to do so, TwinQ searched for the success factors of the current range in order to translate them into concrete new concept directions. The ultimate answer turned out to lie in the power of simplicity....

Uncovering the success factors of the current range in order to translate them into concrete new concept directions (2/2).

"TwinQ collected consumer insights on bread concepts for Bakkersland.

TwinQ's approach, consisting of very in-depth interviews summarized throughout the process, has been very enlightening. The schematic representation of the results is very useful for further presentations.

TwinQ has inspired us on our way to new concepts."


Blooming Film
Consultancy/collaboration in the development of new TV formats

"TwinQ is the right agency for us to work with. We focus on the target group children with our content for both TV and digital. We use TwinQ to test our concepts in advance, because TwinQ knows better than anyone what is going on in this rapidly changing target group.

TwinQ gives us good feedback that we use in our TV formats and digital platforms. Our collaboration gives me a real TwinQ in the eye!"

Frank Jan Horst - Founder/ Producer Blooming film, tv & digital

HAS University of Applied Sciences
Research for positioning HAS Limburg and providing various training courses / guest lectures (1/2)

For the HAS in Den Bosch, we investigated the image of the University, the study choice behavior of prospective students and, based on surveys with young people, we gave advice on the positioning and possible expansion of the HAS in Venlo.

In addition to this research and advice, Angela has provided various training courses and guest lectures at the HAS for many years.

HAS University of Applied Sciences
Research for positioning HAS Limburg and providing various training courses / guest lectures (2/2)

"Als één van de eerste opdrachtgevers hebben wij met bijzonder veel plezier samengewerkt met Twinq in een onderzoek onder potentiële studenten voor onze opleidingen. The professionalism with which Angela and Ike conducted all phases of the research was impressive. Here are two true professionals.

In addition, we were very satisfied with the way TwinQ empathized with us as a client. Our question was really their question, to which they gave us a very good and useful answer.

Also, the enthusiasm shown by both researchers struck us, which made us, as the client, enjoy participating in the research."

Frans van Leijden - Managing Director HAS University of Applied Sciences Venlo

Want to know what I can do for you/your organization? Or looking for more information?

Call or mail me. I'd be happy to tell you more. In addition to the offerings on this website, I am happy to share my insights through lectures/inspiration sessions and my blogs on various platforms.


Overview offering

Key to your target group

Understanding Generation Zenz: today's children and young people

I love sharing my insight & inspiration to truly understand, connect with and motivate today's 5-25 year olds.

Market research

Join us on a journey of discovery in search of the (un)conscious motivations, drivers and hooks to "move" your target audience.

Concept development

Let's work together to create consumer insights, marketing propositions and concepts that strike the right chord!

Inspiration & consultancy

Benefit from my profound experience in the field ofmarket research, positioning & concept development.

(Workshop) consumer insights

Experience how to translate target group information into propositions that strike the heart of your target group.