4_DiscoverBenelux_Issue17_May_2015_Q9_Scan Magazine 1 28/04/2015 13:11 Page 43
From left to right: Martijn van der Veen, Marja Ruigrok, Kjell Massen, Barbara Tan, Hans Onkenhout, Marit Klooster.
The pioneers of market research TEXT: MyRIAM GWyNNED DIJCK | PHOTOS: PIMPERNEL VISUALS, RUIGROK | NETPANEL
Market research company Ruigrok | NetPanel is at the forefront of innovation in its field. Using the latest technologies, the company, lead by Dutch entrepreneur Marja Ruigrok, offers qualitative, in-depth surveys as well as comprehensive, quantitative research, both online and offline. Its services range from online communities, face-to-face research such as indepth interviews or focus groups and online customer questionnaires, tools such as ‘tag-it’ (see fact box) and many more. Ruigrok | NetPanel continuously looks for new ways to compile information to help other organisations improve their communication, products and services. This pioneering approach was established early on as founder Marja Ruigrok explains: “In 1995 we were the first market research agency to assemble an online panel for web surveys. Ruigrok founded the company when she was just 25 years old. Now, over two decades later, it employs a
team of 20 full time staff. “At the time, I had little to lose so I didn’t see it as a risky decision. I first set up in a small attic room and slowly started to build up the company.” For a long time, Ruigrok was the sole owner, but a few years ago she decided to change this. In 2008, she offered her staff the opportunity to buy company shares of up to almost five per cent. “This way I can make sure the company, as it is today, will continue to exist in the future; independent, with our own business culture and fast and innovative approach,” she says.At the moment, five senior members of staff have each bought a nine per cent share. “I’m very proud that I have such a dedicated team that was keen to invest in the company they work for. In the future a shared responsibility and ownership will mean continuity for the company and more security for our customers. I believe this is a perfect alternative to selling to an international firm.”
www.ruigroknetpanel.nl
Tag-it – the digital post-its Tag-it is one of Ruigrok | NetPanel’s new qual/quant online research methods. Using a custom interface, participants can drag and drop coloured emoticons over a document, for example a newsletter or an advert. The colours (green, yellow and red) correspond with emotions (happy, neutral or unhappy). Participants can instantly pin point what they think about a certain section, and add a comment to elaborate. Ruigrok: “This makes it fun and easy to give specific, in-depth feedback, and gives our clients an instant overview of the results.”
Issue 17 | May 2015 | 43