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How to find us drs. J.C. (Constant) Berkhout

drs. J.C. Berkhout

Managing Director Customer Insights Center

Constant is Managing Director of the Customer Insights Center at the faculty of Economics and Business of the University of Groningen. The Customer Insights Center (RUGCIC) provides academic expertise to member organisations to drive more successful marketing strategies. The RUGCIC employs some 40 researchers that translate the latest academic marketing insights into practical reports, seminars, training programs and match making with students for their members. The RUGCIC operates on a non-profit basis and ambitions to build long-term relationships with their members.

Prior to working at the University of Groningen Constant led his own consultancy in the area of Retail Marketing and Shopper Insights. He helped retail clients create new retail concepts, optimise assortment, promotions and store lay-out, facilitated retailer-supplier collaboration projects and found new ways to grow the category for suppliers. Clients include food retailers, non-food retailers and suppliers in Europe, the Middle East and Asia.

Before setting up his own agency he gained broad experience across a large number of categories, functional areas, and countries:

  • At retailers De Boer Winkelbedrijven and Ahold Delhaize Constant got acquainted with the principles of retail and category management.
  • For Kraft Foods Constant set up the trade marketing practice and worked as customer manager to large supermarket chains.
  • At Gillette & Procter & Gamble he led business restructurings in commercial and value-chain departments in several European countries. Later he was given overall responsibility for the marketing at the business-to-business division in Europe.
  • At PepsiCo he first assumed the responsibility of consumer insights and innovation for Northern Europe. In his last role at PepsiCo he was responsible for shopper insights and marketing in more than 45 countries in Europe. He set up trade marketing in Eastern European countries such as Russia. For Western European markets he increased customer intimacy with customers such as Carrefour, Casino and Tesco. He worked closely with colleagues in North America to apply breakthrough technologies.

Constant obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen. His curiosity and career made him travel across the world and live in the USA, Argentina, Belgium and the UK.

Last modified:11 October 2020 08.11 a.m.

Contact information

Nettelbosje 2
9747 AE Groningen
The Netherlands