The IAOM

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Callebaut, Jan

Jan Callebaut is a Belgian entrepreneur and thought leader in Marketing and Communication.
He is one of the founders of modern Diagnostic Market Research.

His insights on consumer behavior based on a psychoanalytic approach was adopted by various marketing experts like Philip Kotler and Kevin Lane Keller. The model is developed to understand better the mechanisms of human motivation.

In 1987 he co-founded Censydiam (Center for Systematic Diagnostics in Marketing) together with Professor Hendrik Hendrickx.
Censydiam became a worldwide motivational research agency (with offices in 13 countries) specialized in understanding the drivers and motivations of consumers. In 2003 Censydiam was sold to Aegis Media, listed on the London stock market.
In 2007 Jan founded WHY5Research, an expert research hub active in more than 25 countries. WHY5 identifies, measures and interprets what drives consumers by answering and framing those 5 critical questions: why, who, what, where and when? The dedicated senior team of WHY5 offers cutting edge expertise in conducting tailor made qualitative and quantitative diagnostic research.
The consulting outfit Callebaut&Co, also founded in 2007, is set-up to advise top management in strategic questions and issues related to marketing and communication.
Over the years Jan has worked for worldwide headquarters of brand-driven international companies like Coca-Cola, Heineken, Unilever, Volvo, ABInbev, Johnson&Johnson, Friesland, among others.
Today Jan is frequently consulted for strategic advice – especially for highly confidential and sensitive matters – both in the private and public sector.

Education:

  • Jan holds an MA in Marketing and Distribution (1979 – 1980)
  • MA in Diplomatics of the University of Ghent. (1974 – 1979)
  • Master, Special License Marketing (SLM)
  • Master Marketeer in Belgium
  • Fellow at University of Leuven
  • Guest lecturer at several national and international universities / educational institutions, f.e. European Television & Media Management Academy (Strasbourg), …

As an academic researcher he developed psychoanalytical market research techniques to consumer behavior by applying the views of Alfred Adler.

Career:

Actual Career:

CEO en Callebaut & Co (www.callebautandco.com/ )

Public Company; 1-10 employees; Management Consulting industry

2007 – Present (5 years) Affligem

Callebaut&Co advises companies and organizations how to (re)position themselves within their actual context in order to build trusted brand-relationships with its stakeholders.

C&C consists of a team of diversified experts eager to share their knowledge and establish successful synergies.

Backed by years of extensive experience C&C acts as a sparring partner in positioning and communication strategy.

The “C” of Catalyst and Coach rather than Consultant.

CEO en WHY5Research  (http://www.why5research.com/ )

Privately Held; 11-50 employees; Market Research industry

2007 – Present (5 years) Belgium

WHY5Research is an expert research hub active in more than 25 countries. WHY5 identifies, measures and interprets what drives consumers by answering and framing those 5 critical questions: why, who, what, where and when? The dedicated senior team of WHY5 offers cutting edge expertise in conducting tailor made qualitative and quantitative diagnostic research.

CEO Synovate Censydiam

Synovate Censydiam

Privately Held; 51-200 employees; Market Research industry

September 2003 – May 2007

Co-founder

Censydiam

Privately Held; 51-200 employees; Market Research industry

July 1987 – September 2003

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