JAN CALLEBAUT

Jan Callebaut
MARKETING & COMMUNICATION
ADVISOR

About Jan

Jan Callebaut is a Belgian entrepreneur and thought leader in Marketing and Communication.

Jan is initiator of modern Diagnostic Market Research. In 1987 he co-founded Censydiam (Center for Systematic Diagnostics in Marketing) now Synovate Censydiam 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:

• Strategic advisor role
• Board of VRT, the leading Belgian media company
• Flemish minister-president
• Belgacom
• Ernst & Young
• Ad-hoc strategic reflections and interpretation of the Belgian political landscape
• Other
• In 2007 invited to Downing Street 10 for discussions with Brown team
• In 2008 invited to "Homeland Security" experts-conference in Washington – USA

Jan is guest lecturer at several international universities and educational institutions:

• Mentor at the Founder Institute (Negroponte initiative – Silicon Valley)
• European Television & Media Managent Academy (France)
• University Ghent (Belgium)
• University Maastricht (The Netherlands)
• University Tilburg (The Netherlands)
• Key note speaker at Romanian marketing congress
• Fellow at University of Leuven

Jan is co-author of several books:

• “The Naked consumer” (1994)
• “Never too late to grow old” (1996)
• “Cross-Culturally Correct Marketing” (1997)
• “Motivational Marketing Research Revisited” (1999)
• "Cross-Cultural Window on Consumer Behavior” (2000)
• "El Nuevo Modelo Diagnóstico Para El Márketing" (2000)
• “The Naked Consumer Today” (2003)
• “Marketing is menselijk” (2003)
• “Colour and Emotion: humanising the message” (2005)
• “Consumentengeheimen” (2009)
• “Why you do what you do” (2011)

CV

• ° 1955, Geraardsbergen - Belgium
• Master degree diplomatic sciences, Ghent University
• Master degree in marketing and distribution, Ghent University
• Master Marketeer in Belgium