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Customer Insights Center (RUGCIC)

Faculty of Economics and Business


Are you a senior student (marketing) at the University of Groningen and are you interested in a top class internship via the Customer Insights Center?

Would you like to gain professional work experience?

That is exactly what sets you apart from many other students. Why wouldn't you want to enrich your experience at a well-known company from the list below?

Entry requirements for internship students

The Customer Insights Center (RUGCIC) continuously offers top-class internships that are not available through the regular channels. Most often you can decide for yourself how many days per week you work, where you work and which topic you will research. To qualify for an internship, you must meet all of the following requirements:

  • You have an above-average organisational talent and can demonstrate this with board, committee and/or work experience.
  • You are reliable and responsible and always keep your promises.
  • You have both time and motivation.

Do you meet all those requirements?

Then select no more than three of the companies below and send a cover letter per company together with your CV to We will invite you to a short interview. If we are impressed, we will send your application to the responsible manager at the company. This means your application won’t end up on a stack of applications, but that you actually stand a chance of getting the internship. If the company thinks you are a good fit, they will contact you directly for an interview. Why not try it?


Centraal Beheer

Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Opportunity to write your thesis with our data.


DVJ Insights is a marketing research and analytics agency for brand growth. DVJ is based on the idea that quality, added value and passion should be integrated in order to really help companies. DVJ has offices in Utrecht, Hamburg, and London. We also work for a lot of large companies from all over the world. We are a truly international company, with many young people. The culture is very open without any hierarchies.

In the first place, we conduct research to help our clients grow. We do research in different fields, namely brand & communication, innovation, and shopper. One of the elements which gives us inspiration for innovation and development is conducting meta-analyses on the data we have gathered. By conducting research on our databases, we can gather a lot of general learnings on why some innovations are successful, how advertising becomes more effective, why brands grow and why they don’t, and the way media deployment can be optimised.


The opportunity to write your thesis at DVJ and be able to work with our data. We are conducting internal meta-analyses on a regular basis but want to learn even more from all the data we gather. Therefore, you get the opportunity to work with data that is interesting and practically relevant. Furthermore, you will be able to use sophisticated econometric modelling to find interesting insights, both from an academic as well as a practical perspective.

You have the option to work on one of the following topics:

RPS. Because there are many shortcomings around using media expenditures in analyses, we developed a new KPI for determining media effectiveness; the Reality Performance Score (RPS). RPS represents the real number of contacts that brands have with consumers. The RPS takes into account the following: it weighs all media based upon the opportunity people have to get exposed to a medium and thus notice ads, it takes into account decay (postponed) effects, and it contains the possibility to take into account the strength of the creative. If you are looking for more information on the RPS and its effectiveness, see here: or: This specific project aims to evaluate the current way the different media are weighted and how this weighting can be optimised. For this we have data on media deployment of many different brands including outcome measures.

Measuring creative quality of commercials. At DVJ we conduct a lot of pre-tests for creatives ( One of the things we do in these types of tests is evaluate the commercial on different dimensions. We are investigating the possibility of adding a creativeness/creative quality construct. How would you measure and operationalize creative quality? What does it add to our current evaluation dimensions empirically and theoretically?

Measuring emotions. What is a good way to measure emotions (as a response to advertising, brands et cetera)? What would be relevant emotions for us to measure? How to validate the emotions you measure?

Storytelling as a response mechanism. In the surveys we send out to potential respondents, we mix up different question techniques. Closed-ended questions (such as multiple-choice questions or statements) are used to answer questions such as "what?", "how much?" or "how often?", whereas open-ended techniques are better able to answer the underlying "why?". One of these open techniques is storytelling. The principle of storytelling is that human memory is story-based. That is, information is indexed, stored, and retrieved in the form of stories. This implies that human memory is better suited for storytelling than for responding to statements and questions. At DVJ Insights, we use storytelling in different situations and for different reasons, the common denominator of which is understanding the "why" that underlies all consumer reactions. Asking consumers to share their experience, reaction, or vision provides us with many valuable and rich insights. After writing a story, respondents are also asked to classify their story on dimensions such as valence ("positive" versus "negative"). These classifications enable us to extract quantitative insights from qualitative data. Still, we would like to take this a bit further – in the sense that we are interested in questions such as:

  • What makes for a "good" story?
  • Can a story as a response to a stimulus be indicative of the success of that stimulus (e.g. the degree to which a consumer remembers an advertisement, is willing to buy a new product, feels loyalty towards a brand, et cetera)?
  • If so, are there certain elements within stories identifiable that form especially good predictors of such success?
  • What is the role of consumers’ own story classifications in all of this?

Innovation. At DVJ we have conducted many different concept tests, a test specifically designed to test the potential for new advertising or product concepts, for different clients. Over the years we have gathered a large database with a lot of information on different types of concepts and evaluation thereof. What are characteristics of successful concepts?


A bachelor or master student (M/F) with a strong methodological background or a background in data science.

Do you recognise yourself in these points? We are looking for someone who:

  • Is studying econometrics, data science, computer science, marketing (research), psychology, (technical) business studies, or anything related.
  • Loves (marketing) data and modelling
  • Knows how to handle big data from multiple sources
  • Can work independently
  • Is curious to learn and learns quickly
  • Can identify interesting research topics based on (patterns in) the available data
  • Has excellent knowledge of different statistical software packages such as SPSS or R
  • Has excellent knowledge of MS Office
  • Is fluent in English and Dutch
  • Is willing to go the extra mile
  • Has high quality standards
  • Has a high sense of responsibility
  • Optional: knows programming languages, such as Python
  • Optional: knows machine learning algorithms

Send an email to cic


Please switch to the Dutch version of the website as this internship is only offered in Dutch.


Please switch to the Dutch version of the website as this internship is only offered in Dutch.

RUGCIC Member 2021
RUGCIC Member 2021
Last modified:23 December 2021 4.48 p.m.
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