Workshop consumer insights, positioning | concept writing

How do you make sure you strike the right chord with your target group? with your target group? That you have found the “hot button” to actually set them in motion?It starts with a deep understanding of your target group that you can translate into a real consumer insight which then forms the basis for your marketing proposition.

Would you like to work with your team on consumer insights and learn how to formulate a catchy positioning or concept statement? Then the Consumer Insights & Concept Writing workshop is for you!

During this workshop you learnto translate information about your target group into real consumer insights and then into positioning/concept statements that touch the heart of your target group.


A good start is half the job

Besides the fact that it is a lot of hard work during this workshop, there is plenty of room for interaction and fun. This is why this workshop is regularly used at the beginning of a development process or during a team building session when you are making plans for the future together: ‘all noses are all moving in the same direction’ and at the end of the workshop there is a concrete result that you can put to work immediately.

This workshop is also used every year by the fourth year students of the HAS University of Applied Sciences, who formulate their innovative concepts which they eventually present during the Food Experience. And it might help you to know that this approach has regularly led to successful market introductions…

A tree step approach

1 Get under the skin of…

The participants are challenged to ‘get under the skin of the target group’ in order to translate the already existing knowledge into profound insight and understanding. This in-depth insight is processed in collages that show how the target group feels and behaves in general and specifically in relation to the product category/subject: what is the image/experience, what is the purchase/usage behavior, what are the alternatives, what are the drivers and barriers.


2 Formulate consumer insights

Subsequently, the understandings about the target group are elaborated even more in order to uncover the underlying ‘what and why’ of the target group and to fully understand the target group. At the end of this phase, the insights are translated into one catchy and short story that gets straight to the heart of the target group:

  • What is the target group currently doing/experiencing in relation to the topic?
  • What is his or her dilemma, goal, or aspiration in relation to the topic?
  • Why is this a dilemma, goal or aspiration?
  • What is the desired end result the target audience is looking for to achieve their dilemma, goal or aspiration?

This may seem simple, but in my opinion a consumer insight is only areal consumer insight if it gives you (your target group) goose bumps.…..

3 Formulating a positioning/ concept statement

Finally, the answer to the Consumer Insight is formulated: in what way are you going to offer an answer/solution through your positioning/marketing proposition? What advantages are you going to offer (on both a functional and emotional level), how are you going to make this happen (the reasons to believe) and what makes your positioning/concept really different from others (the discriminator)?


In order to achieve sufficient depth, this workshop takes one and a half days. During the first day (from 10.00 – 16.00) we work on step 1 and 2. The result of this day are consumer insights that form the basis for your concept statement | positioning.

During the second day (which will take 4 hours), we translate the consumer insights into a brand, product or service that not only excites you, but also your target group.


For whom is this workshop interesting?

  • Independent entrepreneurs and business owners who want to sharpen their offer and/or positioning
  • Marketers, managers and product managers who are looking for a good concept description for the development and/or market introduction of their proposition.

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.