The Growth Decision

Lucas Hulsebos is CEO of DVJ Insights, founder of the Brand Growth Platform, and author of The Growth Decision. For more than 30 years, he has worked in marketing and market research, helping organizations better understand consumers, shoppers, and markets and translate insights into growth. As an entrepreneur, he has built DVJ Insights into one of Europe’s leading insight agencies, achieving an average annual growth rate of around 20% since its foundation. Throughout his career, he has received multiple awards and recognitions for innovation, entrepreneurship, and excellence in marketing research. Over the past decade, his work has focused on understanding the drivers of sustainable brand growth. This led to the creation of the Brand Growth Platform, a long-term research initiative combining academic insights, business practice, and research among more than 20,000 marketing professionals across the world. Lucas serves on the board of SIRE and on the Advisory Board of the Customer Insights Center (CiC) at the University of Groningen. He regularly speaks at conferences and facilitates workshops on brand growth, marketing effectiveness, and data-driven decision-making, helping organizations bridge the gap between science and practice.