Archive
A complete overview of our news, milestones and team updates, from the latest story back to the very first milestone.
A large share of beer drinkers are curious about Heineken speciality beers, according to representative panel research by MSI-ACI and Adformatie.
Read the article on Adformatie
Together with WPP Media, we researched for Mediahuis NRC what the setting does to an ad. In news media, the same ad is remembered better than on social media.
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The ad-free subscription starts at €10 a month. What does the panel consider a fair price for watching with ads? €5, it turns out.
Read the article on Adformatie
Identical ads score better in a news context, including among young people.
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The consumer programme was due to be axed because of budget cuts, but is now relaunching online.
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Research by Adformatie points to resistance to AI content. But science shows that this resistance depends on the context.
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43% of Dutch people do not think Hyves keeps user data to itself. That is what our survey among 510 Dutch adults shows.
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On 1 October we held our annual client event at The Park Playground in Amsterdam, with virtual reality and dinner afterwards.
On 1 October it was time for our annual client event. This time we all gathered at The Park Playground in Amsterdam for an afternoon of virtual reality.
After the first drinks and catch-ups the VR headsets went on, for many of us for the first time. Everyone threw themselves into it, which made for some great moments: ducking away, crawling across the floor and, above all, laughing out loud. A striking experience for whoever was wearing the headset, and every bit as entertaining to watch from the sidelines.
At the end of the afternoon we sat down at Brasserie George for a three-course dinner and rounded off the day together.
We love that we get to do this every year with such an engaged group of clients. Thank you for coming, and for the good company. On to the next one!
71 per cent have little or no trust in Meta when it comes to privacy, according to research by Adformatie and MSI-ACI.
Read the article on Adformatie
The revelations about AI-written opinion pieces in newspapers show that undisclosed use of AI does serious damage to trust in news media and in brands.
Read the article on Adformatie
The Fabeltjeskrant is coming back, but audiences do not want too much changed about the much-loved classic.
Read the article on Adformatie
31 per cent of today's savers may stop collecting Koopzegels now that Albert Heijn is scaling the scheme back.
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Massin, Melle and Anna joined us as interns at the start of September. They have settled in quickly.
At the start of September, Massin Elotmani, Melle Wessel and Anna Busari joined us as interns. They have settled in quickly, and we like what we see so far.
They are a joy to have around, open to feedback, and not afraid to take initiative or ask critical questions, which we really appreciate.
We are glad to have them on the team. Over the coming months, we hope they will learn a lot from us, and we are sure we will pick up a few things from them too. Welcome, all three of you!
The fifth wave of our AI Barometer is underway. We will show you what has changed soon.
Since December 2024, the AI Barometer has tracked how the Netherlands looks at artificial intelligence. We are four waves in.
The fifth edition is in the works. Soon we will show what has shifted in how people use AI, how far they trust it and what still worries them.
Want to be the first to read the report? Sign up on the AI Barometer page and it will land in your inbox, free of charge, as soon as it is ready.
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Adformatie already showed that sneaky price rises fuel distrust. Yet the Dutch consumers' association has once again found dozens of cases in supermarkets.
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Only 8 per cent of the Dutch would have flowers delivered by Thuisbezorgd.nl.
Read the article on Adformatie
There is some criticism, but Bol's latest commercial mostly wins people over.
Read the article on Adformatie
Making your own Pepsi with SodaStream: will the Netherlands do so en masse? We dug into the figures for Adformatie, and they tell a different story.
Read the article on Adformatie
Their internship has ended, but Thomas and Jia Jun are staying on with us a while longer. We could not be happier about it.
You may remember them: our interns. Former interns now, really, because their internship has already come to an end. Time flies! Happily, Thomas Venhorst and Jia Jun Mak are staying on with us for a while, and we could not be happier about it.
Their infectious energy and their enthusiasm for AI and innovation make them a great addition to the team.
Welcome (for a little longer) to MSI, gentlemen!
What do the moves by Jan-Willem, Jeroen and Mattie & Marieke mean for listeners? Our research for Adformatie shows they mostly stay loyal to the station.
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The well-known jingle is back in a new, calmer commercial. For Adformatie, we looked into how the Netherlands rates the new version.
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One in three young adults applies less sunscreen due to the high costs. Read the striking conclusions from our research.
One in three young people use less sunscreen because of inflation
Knowledge of shelf life and correct use falls short
Schiphol, 25 June 2026 – One in three young adults (aged 18 to 35) use less sunscreen because it is (too) expensive. Among older Dutch people, money is not an issue. But that does not mean they protect themselves properly against the risk of skin cancer. On the contrary: about twenty per cent of over-56s say they never use sunscreen.
These are some of the striking conclusions from new market research by MSI-ACI Europe. This representative survey of 1,585 Dutch adults mapped knowledge and use of sunscreen.
Despite all the awareness campaigns, knowledge on this still seems poor. Many Dutch people use sunscreen for much longer than recommended. More than forty per cent say they only buy new sunscreen once the old bottle is completely empty, while almost seventy per cent know that the shelf life starts as soon as the packaging is opened. As a result, people risk using products that protect less well than they think.
It also becomes clear that we mostly apply sunscreen ‘by feel’. Two thirds of Dutch people don't know the recommended amount, such as a teaspoon for the face. A large share of the participants also cannot properly explain what SPF (sun protection factor) means.
Strikingly, price has a direct effect on sunscreen use. More than twenty per cent of respondents say they use the product less because it has become (too) expensive. Young people and young adults (respondents aged 18 to 35) cut back even more: 33 per cent of Dutch people aged 18 to 25 use less because of the high price of sunscreen, and among 26 to 35 year olds this is 32 per cent.
That is worrying, because applying enough sunscreen regularly is essential for protection against harmful UV radiation. In addition, almost a third of Dutch people more often buy own-brand sunscreen because of the higher prices. Among 18 to 35 year olds, this share is slightly higher.
Anyone who thinks that older Dutch people, aged 56 and over, are better at applying sunscreen than young people is wrong. At least, that is the picture that emerges from the research. Although money is not an issue, they apply it even less often, and are relatively more likely to do so only in summer, than their younger compatriots.
While about thirty per cent of young people up to the age of 35 use sunscreen daily in spring and summer, even when the sun isn't shining brightly, this applies to only nine per cent of over-56s. Remarkable, since almost everyone is aware that sunscreen can reduce the risk of skin cancer. But in many cases, people don't act on it. In fact, one in five over-56s never use sunscreen.
MSI-ACI Europe is a European market research agency that maps consumer behaviour. The company has 25 years of international experience and offices at Schiphol, in Belgrade and in London.
Same packaging, less inside. Our research for Adformatie shows that almost all grocery shoppers sometimes feel misled at the supermarket.
Read the article on Adformatie
It's not the over-65s but young adults aged 18 to 25 who are the loneliest group in the Netherlands. And summer often makes it harder for them.
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Our sales team in Amsterdam has a new addition. Meet Wessel.
Our sales team in Amsterdam has a new addition. Wessel brings infectious energy and a fresh perspective, and we're delighted to have him. We look forward to working with him.
Almost half of Dutch people dread the endless 'football talk' around the World Cup. Read what annoys men, women and Gen Z.
Big World Cup '26 irritation: the Netherlands dreads the endless ‘football talk’
Men annoyed by diving, women by spitting, Gen Z by the shirts
Schiphol, 1 June 2026 – Almost half of Dutch people are dreading the build-up and post-match analysis around the upcoming World Cup. Yet the ‘irritation scores’ of men, women and different generations vary widely. Men, for example, are noticeably more often annoyed by diving, while for women footballers' constant spitting is a thorn in their side.
This is shown by representative research among 1,585 Dutch adults by market research agency MSI-ACI, which mapped viewing habits and annoyances on and around the pitches in North America.
The length of the TV analysis is the biggest frustration of the upcoming tournament: 44 per cent of Dutch people are dreading it. ‘The endless talk about football drives me mad. I used to turn the sound off, but these days I don't watch at all,’ says one respondent.
Middle-aged and older people in particular have had enough of the talk shows. While ‘only’ 29 per cent of 18 to 25 year olds are bothered by the long-winded build-up and post-match analysis, among the over-55s it is almost sixty per cent.
On the pitch, each sex has its own irritations. Diving particularly gets on men's nerves: 34 per cent are bothered by it, compared with 19 per cent of women. ‘I'm increasingly annoyed by the diving epidemic among footballers!’ writes one respondent. Another sneers: ‘These days football is about kicking each other into hospital instead of playing a good match.’
For women, unhygienic behaviour is a bigger thorn in the side than average: footballers constantly spitting on the grass is a major source of annoyance for 27 per cent of women, compared with 18 per cent of men. The youngest generation, Gen Z (18 to 25), looks mainly with an aesthetic eye and is noticeably more often bothered by the national teams' ‘ugly’ World Cup shirts than older generations.
According to the research, it isn't exactly a frustration. But because the World Cup is being played in North America, the time difference is a real hurdle. 80 per cent of Dutch people refuse to watch every Oranje match live if it means getting out of bed in the middle of the night. Among the hard core of night owls who do watch live, men dominate: 29 per cent of them won't miss a single match, compared with only 12 per cent of women.
MSI-ACI Europe is a European market research agency that maps consumer behaviour. The company has 25 years of international experience and offices at Schiphol, in Belgrade and in London.
The MSI team swapped spreadsheets for baseball bats, with a clinic at Pirates Amsterdam and a BBQ to finish.
The MSI team swapped spreadsheets for baseball bats.
We went to Pirates Amsterdam for an afternoon clinic with Percy Isenia. Percy turned out to be exactly what you want from a coach: sharp, patient and genuinely fun to learn from.
Injuries? Definitely. But nobody left by ambulance, so we're calling it a success. 😀
We finished with a BBQ that more than made up for the bruises. Good food, good company and simply a lovely afternoon.
One for the books.
90% of young people use AI, compared with 30% of over-65s. But the gap goes beyond usage alone.
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47% of AI users turn to it for purchasing decisions: comparing products, weighing up pros and cons and looking for deals.
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The first AI Barometer: sixty per cent fear more cybercrime and two thirds an increase in fake news. There is strong demand for regulation.
Dutch people: AI is a threat to our (online) safety
Fears of a rise in cybercrime and fake news, research shows
Schiphol, 5 March 2025 – A large proportion of Dutch people see AI as a threat to our (online) safety. Sixty per cent fear that cybercrime will increase, and two thirds fear more fake news will spread. There are strong calls for the government and the European Union to get actively involved.
This is shown by representative research among 1,000 Dutch adults by market research agency MSI-ACI Europe. This AI Barometer, the first in a series, examined sentiment around artificial intelligence in private life, at work and at school.
Dutch people see dangers in all kinds of areas, especially online fraud, the reliability of information and privacy. For example, 72 per cent are concerned about misleading information from deepfakes. Only 9 per cent agree with the statement 'AI makes my life a little safer'. Fear and scepticism are greatest among the over-56s.
Because of these concerns, a large majority favour enforcement and regulation: 68 per cent believe the government should play an active role in regulating AI developments.
Weighing up all the opportunities and threats, 32 per cent are still positive about what AI can do, and more than 40 per cent are neutral. Gen Z and millennials in particular see the upsides. Notably, 36 per cent would consider giving up personal data for AI applications in exchange for greater safety.
Almost half of Dutch people use AI in their private lives, but only 18 per cent do so daily or regularly. No more than 21 per cent say they know well what artificial intelligence involves.
Felienne Hermans, Professor of Computer Science at Vrije Universiteit Amsterdam, calls the concerns well-founded, citing WhatsApp fraud as an example. At the same time, she stresses that AI can never replace something essential: human contact. "Whether it's a smile, a letter or an age-old book, contact with another human being is the essence of life."
The AI Barometer is a periodic, representative survey of Dutch people aged 18 and over that regularly takes the 'temperature' of Dutch society on AI in private life, at work and in education.
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