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Insights that inspire smarter decisions

Explore more from our experts

Dive deeper into how people think, feel, and act when it comes to value and choice.Our latest articles share perspectives from Haystack’s researchers and strategists on topics like pricing psychology, brand perception, and innovation foresight, all grounded in real human insight.

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September 25, 2025

“I don’t want to be a burden” – The hidden weight of loneliness among the elderly.

The National Foundation for Elderly has released a press statement that cuts to the heart of an often-overlooked reality: many older people don’t just feel lonely, they feel like a burden. That feeling quietly stops them from reaching out, even when the need for connection is urgent. According to the National Elderly Survey 2025, one in five Dutch seniors (22%) experiences severe loneliness. In total, half of all respondents said they feel lonely to some degree. And yet, behind the statistics is a repeating refrain: “I don’t want to be in the way.”
September 25, 2025

Snip, Snap, Insight!

Video has become the superstar of market research. It captures that sparkle in someone’s eye when they open a pack, the wrinkle of a nose at an unexpected odor, the little pause before a verdict. It’s real, it’s human, it’s unfiltered. And it’s so much more powerful than a number on a scale. But here’s the catch: when you ask hundreds of consumers to share their experience on camera, you don’t end up with “a few” videos. You end up with a mountain of footage. Dozens of hours, maybe hundreds. Buried in that mountain are golden nuggets—the little sparks that make a concept shine or reveal a hidden pain point. And until now, finding them was a slow treasure hunt.
September 25, 2025

Sensory symposium Pangborn

We were present at the Sensory symposium in Pangborn this summer, were we had the chance to share the behind-the-scenes of our collaboration with Jules Destrooper. If you missed this event, we have wrapped it up in a one-pager that’s easy to digest.
August 27, 2025

As the summer kicked in so did the music festival season!

Picture this: thousands of people, vibrating to the music, engaging with all kinds of experiences that music festivals have to offer. Brands of course are right around the corner. All the major festivals go hand in hand with the presence of all kinds of brands – stretching from Telecom to banking, to food & drinks. But the days of handing out branded cups and tote bags are over. Today, it’s about creating moments people will remember and talk about long after the festival dust settles. More and more brands are stepping up to the challenge.
August 27, 2025

Shouldn’t we value price more, like these two giants do?

Don’t consider price as the afterthought. As it highly influences your value proposition. Aim to be as agile with it as possible.
August 27, 2025

Funny Summer Stories from Video-Based Research

Followup to “The Power of Video in Research” In our previous piece, we explored how video transforms market research by putting real voices and faces front and centre. This time, we’re sharing the funny side of video: what happens when respondents record themselves unsupervised—and cracking open unexpected insights.
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