performance in marketing


Optimizing your return on marketing investment


Professional, innovative and transparent


In the digital world, it's easy for consumers to compare prices and products, read reviews, and see what other people have bought. To make sure you stand out and the customer ultimately chooses you, a strong brand is essential.

We help organizations to grow in this day and age with a strong brand. We do this by carrying out contemporary research. In other words, we don't use lengthy questionnaires or look back at the past; instead, we prefer to use passive behavioral data and the latest technologies to generate insights into motivations.

Want to know what Initial Concept can do for you?

Then email us at, or call us on +31 (0)20-8203600 for an even quicker response.

Initial Concept is an invaluable partner for KPN and helps us with our media research in the areas of effectiveness and brand measurement. Initial Concept's work provides us with insights that we can use to monitor and adjust our KPIs. This allows us to get the maximum return out of our media budgets. 

Howard Liem , Online Media Strateeg

We have been working with Initial Concept for a number of years now on behalf of various clients. They are a great company to work with, they keep their promises and they deliver effective and critical thinking. Studies are always set up based on a constructive dialogue, taking the client's wishes into account. The results are reported clearly and give good insights into the scores in relation to the pre-determined KPIs. One great thing is that Initial Concept has a broad benchmark, which means that the results can easily be put into perspective. But perhaps their most distinguishing feature is their personal approach and the way they explain their research results. Initial Concept's studies allow us to accurately analyze and optimize our clients' marketing communication and media strategies. 

John Broekx , Mediavalue, Eigenaar

Initial Concept has been an enormous help to us in researching TUI's brand performance. In particular, their personal contact and pragmatic working methods helped moved things forward quickly. No lengthy discussions – instead, a quick, joint definition of the problem, a clear analysis and an extremely useful presentation. That also helped us answer the questions of where we stand as TUI, and what marcom investments we need to make. A superb partnership!

Monique van Loon, Teamlead branding & campaign

Initial Concept is the conscience of the creative marketeer

Marcel van Wing