Digital research for
real-world change
Building tools for an
open, democratic internet
A common misconception is that people are driven solely by facts. But we are social beings: shaped by what we see, who we talk to, and the groups we belong to.
The internet amplifies this: it connects and educates, but it can also misinform, divide, and radicalize.
New Momentum specializes in understanding digital influence. We map societal undercurrents on social media to design, monitor and evaluate campaigns that shift knowledge, attitudes, and behaviors, tackling challenges like climate change, discrimination, and health disparities.
When platforms close doors,
we find windows
Since our founding in 2020, social media platforms have increasingly locked down public data. But the Digital Services Act now grants researchers at European universities access. We are rebuilding our tools for academic research, such as Reading between the Lines. We have relocated to the campus of the University of Twente, sharing our tools via the New Momentum Foundation to expose structural risks and defend an open internet.
We study societal undercurrents
in digital media networks
Academic Research
The Dutch National Science Agenda (2024-2026)
Developing tools to map how online and offline factors—from social media to neighborhood dynamics—shape youth health in Rotterdam, and how these influences interact.
Research & consultancy
Municipality Rotterdam (2023-2024)
Telling the inspiring story of young victims of the benefits scandal, reclaiming their future and empowering each other through music.
Research
RNW Media, HIVSA (2023)
WeCare is a campaign that aimed to break the stigma on mental health among young people in South-Africa.
Research & consultancy
Municipality of Rotterdam (2020-’23)
The municipality of Rotterdam has been confronted with an upsurge of stabbing incidents among young people, allegedly linked to drill music: a hiphop genre that revolves around violence. We studied online street culture and help the municipality to shift violence-related norms with social influencers.
Academic research
Erasmus Medical Center (2020-’22)
Every child has the right to grow up in a smoke-free environment. Whether smoke-free policies can be succesfully implemented, depends on many factors – including public support. We mapped online discourses about smoking.
Research & consultancy
Ministry of Health, Welfare and Sports (2019-’21)
Today, we have the technology to edit the DNA of human embryos. But do we also want to allow this as a society? The Dutch Ministry for Health, Welfare and Sports organized the Dutch DNA Dialogues to explore this dilemma. We provided advice about facilitating online dialogues and monitored how opinions evolved.
Artistic research
Charlois Speciaal Arts Biënnale (2020-’22)
Charlois and the Stars is a multidisciplinary art project by New Momentum and visual artist Rogier Arents. We gathered almost two years of Twitter- and YouTube data to explore the stories about Rotterdam-Charlois written in the digital stars.
Digital Action Research
Erasmus University Rotterdam (2021-’22)
Research shows that children in poor neighborhoods have a higher likelihood of living unhealthily. But is this also how children see it? We empowered children from Rotterdam-Feijenoord to become peer influencers and change their neighborhood for the better.
Research
Municipality of Rotterdam (2021)
In June 2020, Rotterdam was the stage for a large protest in solidarity with the Black Lives Matter movement. Racism and discrimination are topics that have divided the city, especially on social media. We studied online conversations about discrimination in the city, major players in this debate, and the influence of trolls and bot networks.
Digital action research for
social and behavioral change
1. Digital
sociology
We map societal undercurrents on the internet.
We identify online communities, explore what they say, find influential content creators, and show the role of algorithms, bots, and trolls.
2. Strategy &
co-creation
We join the forces of online creatives to break through filter bubbles and catalyze social change.
We connect target audiences and influencers with our clients to work on game-changing media campaigns.
3. Monitoring
& evaluation
We follow how audiences respond to campaigns and measure societal impact.
We study the impact of social and behavioral change campaigns using cutting-edge methods shared with and reviewed by the academic community.
Partners
OopZ! is a business incubator in Rotterdam and was at the cradle of New Momentum.
The Movez Network at the Erasmus University of Rotterdam studies children, media and well-being.
We participate in academic research projects from the campus of the University of Twente,
Together with the Erasmus Medical Center, we explore how online environments influence health.