19 December 2024

Marktonderzoek. Wat viel op in 2024 en wat brengt 2025?

Market Research: What Stood Out to Us in 2024 and What will 2025 Bring?

How time flies!
2024 was a year of new insights, growth, and exciting collaborations for Bureau Fris. It was a year where we truly felt the momentum in market research. A major milestone was our merger with Bee Keen. Managing Directors Stephanie Groot and Paulien Ulbrich look back with a smile and look forward to what 2025 has in store for us.

2024: A Year of Movement and Growth

2024 was not just any year. Here are some highlights and insights we’d like to share:

1. A Golden Match: The Bee Keen Merger with Paulien Ulbrich

At the beginning of 2024, we decided to move forward with Bee Keen. Was it exciting? Absolutely. But above all, it was valuable. For both Paulien and Stephanie, having a partner to bounce ideas off has been a tremendous benefit. Together, we can work faster, smarter, and more effectively. Our databases are broader than ever, covering consumer, business, and medical audiences. This allows us to act quickly in various areas. With a strong team of account managers and specialists, we are better equipped to respond to the evolving needs of the market.

2. The Search for Unique Target Groups

The demand for diverse respondents continues to become more varied. Gen Z, entrepreneurs, and topics like sustainability remain hot. Interestingly, medical research in the Netherlands lagged a bit behind this year—a missed opportunity in our view. With our extensive network of specialists eager to share their opinions, feel free to reach out to us!

3. Hybrid Research as the Norm

Online and offline – hybrid research works. We prefer combining online tools with genuine human interaction. Face-to-face conversations in our own research spaces in Amsterdam, at clients’ locations, or even in respondents’ homes make all the difference. This year, we were everywhere: Utrecht, Zwolle, Amersfoort, Arnhem, Den Bosch – you name it. We went into the field and engaged in conversations.

4. Quantitative Research

We also embrace quantitative research. Our Fris & Quick solution has been a lifesaver for many clients needing quick answers to urgent questions from our panel.

2025: What Can We Expect from Market Research?

If 2024 taught us anything, it’s that market research never stands still. We anticipate more significant strides and exciting opportunities in 2025.

1. AI Moves Fast, But Humans Tell the Real Story

AI tools are everywhere. Transcribing quickly? Analyzing data? It’s all possible. And it works – providing more insights in less time. But here’s the challenge: while AI can do a lot, no algorithm can detect a tone of voice or notice a raised eyebrow. The lesson? Combine the best of both worlds. Let AI assist you, but ensure you engage in live conversations as well. True insights – the kind that make your research valuable – come from real human interaction.

Our tip: Start smart. Use AI to sharpen your questions and clean up your data, so you can focus entirely on the stories that truly matter.

2. Diversity is Not a Trend, But a Requirement

Inclusive research? It’s no longer optional. If you truly want representative results, you must look beyond the ‘usual suspects.’ Gen Z, entrepreneurs, multicultural audiences, medical specialists – they want to be heard. The challenge? Reaching them. At Bureau Fris, we know how crucial good recruitment, the right approach, strong networks, and follow-ups are. If you keep asking the same people, you’ll get the same answers.

Our tip: Ask yourself one question with each study: “Which group am I still missing?” Then make sure to find them. Hint: we’re here to help.

Ready for 2025?

2024 was a year of growth, change, and success. Thank you for your trust and wonderful collaboration. We look back with pride and look forward with enthusiasm. The Bureau Fris team wishes you a festive end of the year! Whether you need help with a specific study, are looking for a challenging target group, or simply want to brainstorm about possibilities, we’re here for you in 2025 as well. Email Stephanie or Paulien, or contact your account manager.

Curious about our pricing? Download our 2025 price list here to discover what we can do for your research.

And one more thing...^Keep an eye on your inbox! Early next year, our renovated location at Baarsjesweg will be ready. We’ll be delighted to welcome you back to our office for an event.

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