A Milestone for DVJ Insights: First PhD Supported by DVJ Successfully Defended

5.11.2026 - DVJ Insights is proud to celebrate an important milestone in our commitment to academic research. Hidde Karel Smit, PhD researcher at the University of Groningen, has successfully defended his doctoral dissertation, becoming the first PhD candidate to complete his doctorate with the support of DVJ Insights.

Strengthening the connection between academia and practice

At DVJ Insights, we believe that strong academic foundations are essential to advancing the field of marketing research. Through our collaborations with universities and academic researchers, we aim to contribute to the development of new knowledge, innovative research methods and a deeper understanding of what drives Brand Growth.

Hidde's dissertation, "How Instead of How Much? How Budget and Strategic Configuration Impact Advertising Effectiveness" explores how advertising effectiveness is influenced not only by how much brands invest, but also by how those investments and advertising strategies are configured.

His research examines advertising decisions including budget allocation, media channel selection, campaign scheduling and timing, as well as the role of advertising creativity, contributing to a better understanding of how brands can make more effective advertising decisions.

This research closely aligns with DVJ's ambition to combine academic rigour with practical relevance, helping organisations make better-informed marketing decisions and achieve sustainable growth.

What does this mean for advertisers?

During the defence, DVJ Insights CEO Lucas Hulsebos asked Hidde what the main takeaways from his research would be for DVJ clients. His answer highlighted three key insights.

First, advertising effectiveness is driven not only by how much you spend, but by how you spend it. In particular, the choice of media channels and how budgets are allocated across them can have a significant impact on campaign effectiveness.

Second, when it comes to creativity, the question may sometimes be "How creative do we want to be?" rather than "How creative can we get?" Creativity can improve advertising effectiveness, but more creativity does not always lead to better results, as consumers also have expectations of advertising within a category.

Finally, context and objectives matter. The optimal advertising strategy can differ depending on factors such as brand size and whether the objective is to improve brand funnel KPIs or drive sales.

Together, these findings show that effective advertising is not simply about investing more, but about making the right strategic choices.

An important milestone for DVJ Insights

Supporting academic research has long been an important part of DVJ's approach. We actively collaborate with academic institutions and support PhD researchers whose work contributes to advancing our understanding of marketing and consumer behaviour.

Hidde's successful defence marks a particularly special moment: the first completed PhD made possible with the support of DVJ Insights.

We are incredibly proud to have contributed to this achievement and look forward to continuing our investment in academic partnerships, scientific knowledge and the future development of our industry.

Congratulations to Dr Hidde Karel Smit on this outstanding achievement!