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Perfetti Van Melle

L'Oréal

Brussels Airport

Toerisme Vlaanderen

WelKoop

Bloemen bureau Holland

LambWeston

LambWeston

ABN-AMRO

Vandemoortele

Colruyt

BNP Paribas Fortis

Van In

House of HR

Coca Cola

Colruyt

House of HR

ABN-AMRO

WelKoop

Perfetti Van Melle

Van In

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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.

Why Virtual Communities are giving brands a new competitive advantage

You know the moment. A project has just wrapped up. The insights have been presented, the team is aligned, and everyone is ready to move forward. And then the questions start: “What if we explored another direction?” “How would consumers react to this claim?” “Are we sure this message feels credible?”

More than 100 visitors. One key question: how do you make better marketing decisions, faster?

At NIMA Marketing Day 2026, Stefan Peters of Haystack Consulting took the stage with a session that hit close to home for many marketers. Whether you work in B2C or B2B, the pressure is the same: more data, more AI tools, more noise. And yet the big question remains stubbornly hard to answer. What actually works?

Stop guessing. Start predicting.

What if you could know how much consumers will like your next product? Before you run a single consumer test. That is exactly what HaySense does. It is a predictive analytics tool built by Haystack Consulting that tells you how consumers in your target segment will respond to any new product. Based on its sensory profile. Not after months of testing, but right now.

Digital twins in sensory research

Keeping insight moving when reality gets in the way. Expert sensory panels are one of the most valuable sources of product intelligence in market research. They help companies understand how products perform, how formulations differ, and where innovation or quality improvements are needed.

Future-focused research to navigate change

What happens when an entire retail channel is forced to rethink its role for the future? What changes need to be made to retain relevant for future customer journeys (future shopping behaviour)?

What works, what doesn’t and why?

On June 11, Stefan Peters will take the stage at NIMA Marketing Day with a session built around one key question for marketers: How do you know faster what really works?

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