Skilled and happy employees are essential for a successful organization. Job market research provides insight into which employees fit a successful organization, both for current and future employees. Targeted research brings out their talents and motivations and shows whether there is a match between your strategy and the needs of the employees.

We are happy to work with you on the success of your employees. We do this under our label Sparkey, where we believe that the spark between employer and employee is key to good employer-employee relationships.

What we do

We provide insights and advice on the following aspects:

• Organizational change
• Employer branding strategy and EVP
• Employee satisfaction surveys
• Insights into employees' motivations and talents
• Regular data-driven research into job market trends

What we deliver

• Input for sustainable employer-employee relationships
• Vitality
• Learning and development
• Job satisfaction
• Retention: how to keep the back door closed
• Finding the right talent in a tight job market
• Matching people who fit your organization
• Reaching the target audience with the right campaign and communication
• Insight into what is happening between employers and employees
• Understanding the latest trends in the job market.

Neuromarketing research gives us insight into how the brain responds to external stimuli, including communications. This offers opportunities to understand the deeper motivations of consumers. Because most of our behaviour is based on subconscious processes.

Neuroscience studies how human emotions work and how they influence our decisions and ways of thinking. By using neuromarketing research, we are able to predict consumer behavior and choices more effectively.

What we do

Together with Alpha.One, we conduct EEG studies in our joint NeuroLab. We map the effectiveness of communication campaigns and other moving images from second to second, by measuring brain waves.

By combining the method of unconscious measurement with traditional forms of qualitative and quantitative research, we are able to map out all aspects that an effective advertising campaign must meet. First we test the creative idea for a campaign with a qualitative concept test and advising on refinements. Subsequently, an EEG study can measure whether the refined campaign actually generates involvement with the viewer. But other combinations of research methods are also possible.

 In addition to communication campaigns, we also use EEG research for research into all forms of moving images and audio.

What do you get

• Insight into the effectiveness of an expression, from second to second.
• Motion picture and audio optimization recommendations.
• A complete picture of the effect of an expression, through the combination with qualitative and/or quantitative research under one roof.

At Motivaction, we use quantitative research to measure the opinions of consumers, citizens and costumers on a large scale. The outcomes allow us to both draw solid analytical conclusions and to report representative statements about relevant audiences. As a result, we are able to offer our clients profound and useful advice, which reflects the wishes and needs of their target groups.

What is quantitative research?

Quantitative research provides answers to questions such as: what percentage of my target audience knows my brand? How satisfied are my clients or costumers with the products and services I provide? Which target groups can we distinguish, both current and potential?

It is aimed at making strong statements that can be generalized to the entire target group population. This generalization enables our researchers to determine, for example, which percentage of the target group holds a certain opinion. Quantitative research also offers the possibility to analyse similarities and differences between subgroups within the main target group.   

Our quantitative research methods 

Motivaction conducts quantitative research based on, among other things:

• Online market research
• Segmentation and personas
• Glocalities international segmentation
• Shopper research

How does it work?

Most of our quantitative studies are conducted online, through a questionnaire. Depending on your research objective or question, and in close cooperation with you, we prepare questionnaires that provide unambiguous and reliable results. We then submit the questionnaire to a selection of our 70.000 panelists from StemPunt (reference date: July 2025) from StemPunt.

Alternatively, if you provide the addresses, it is possible to circulate the questionnaire among your own clients or customers. The collected data is processed and analyzed by our researchers and methodologists. As a result, you gain useful insights about your target audience.

Quantitative research can also be conducted offline by telephone or in writing.

What does quantitative research offer?

• Analytical insights based on the answers of thousands of respondents
• Representative answers to your research questions
• A detailed substantiation of the results
• The possibility to zoom in on sub-target groups
• An assessment of your initial hypotheses and expectations

 Would you like more information on quantitative research? Please contact Jeroen Senster.

The Netherlands is a multicultural society: of the approximately 17.5 million Dutch people, more than almost 25 percent have a migration background. Bicultural Dutch people may have different consumption patterns and wishes than Dutch people without foreign origin. The perspectives may differ on government policy, nutrition, leisure activities, housing, health care and financial services.

Organizations regularly forget to take differences in preferences into account in their product or service, communication and marketing strategy. Whereas you can increase the reach and effect of campaigns among specific target groups if you pay attention to those target groups. Your organization can integrate the diversity of backgrounds into the marketing strategy and thus better connect with the diverse cultures and people of all Dutch people.

What we do

We have been carrying out research and consultancy projects with regard to underrepresented target groups for more than 20 years. With this knowledge and expertise, we have grown into the research and consultancy firm in the field of ethno marketing and diversity policy. We offer:

• We strive to involve the target group we are researching. For example, we conduct research with the target group, instead of about it.
• More insight into a very diverse group of citizens and consumers with our Etnomentality model. With take our inclusive panel to the streets and with that we also reach the smaller target groups.
• Essential tools for reaching and including underrepresented target groups.
• Insight into necessary adjustments of marketing strategies.

What do you get

• Your organization can sell products or services to more people.
• More inclusive products and services by tailoring them to the needs of the target groups.
• Greater opportunities for recruitment with an inclusive hiring policy.
• Positive contribution to society with a diverse and inclusive policy.