Cases & News

Why5Research announces new owners

Antwerp, 21st February 2020 – The well-known market research agency Why5Research, founded and inspired by Jan Callebaut, has new owners. Bart Vandecruys and Tom Meere have each acquired 50% of the shares. From now on they will run the company together as managing partners.


Vandecruys and Meere are proud to develop the business built up by Callebaut, and his team in Belgium and Dubai, even further. Why5 clients can continue to rely on the same people and the same range of services, which will shortly be further expanded. Jan Callebaut will still continue to place his expertise at the disposal of existing and new clients.

Bart Vandecruys can look back on years of sales and marketing experience, first in international positions with AB Inbev, among others, and for the past 11 years as founder of the growth consulting firm, The Growth Squad.

Bart Vandecruys: “Why5’s unique strength lies in answering the question “Why do people buy what they buy?” It’s thanks to the people at Why5 and their insights that, as a client of Why5, I was able to give my own clients the right growth advice. The step that we are now taking together officially seals what I was already doing in practice and means that The Growth Squad’s clients can continue to rely on the same people and services.”

“Tom and I have already worked together intensively in the past on market research, portfolio analysis, brand positioning and sales advice. We’ve done this for a wide variety of clients in very different countries. In that time we really developed a great deal of mutual respect and trust.”

Tom Meere has been one of the driving forces behind Why5 ever since it was founded, 12 years ago. Prior to that, he worked with Jan Callebaut at Censydiam, the market research agency that Jan Callebaut developed into a company with 16 branches in 16 countries and which was sold in 2006.

Tom Meere: “Generating thorough insights based on market research remains the backbone of Why5. However, we do not view this research as an end product, but as a starting point. What we offer brands is substantiated advice which is firmly based on the insights gained from this research. In the future, we plan to further develop upon this advice thanks to Bart’s expertise.”  

“We’re also happy to announce that market research pioneer Madeleine Janssens, who has worked with Jan Callebaut for 35 years, building Censydiam, and since the very start one of the strong driving forces at Why5 with a significant contribution to the creation of a strong research brand and customer base, will remain at the service of our clients, just like before.”

Jan Callebaut: “I am delighted with this new step, mainly because continuity is assured and a new perspective is being created. This guarantees that Why5 will continue to respond to companies’ real needs. Tom will carry on running the company as he has done for years. In Bart Vandecruys he has found an experienced partner whom he knows well and trusts implicitly. Personally, I will remain available when this new duo needs me. At their request, or at the request of clients, I will be pleased to place my expertise at the service of projects where I can offer added value.”


We at Why5, as the founders of motivational research, are the ‘why’ researchers. Our team has experience in over 50 markets worldwide and in all sectors – media, finance, professional services, fast moving and more – in both a B2C and a B2B context.

Next month we will announce new services which will supplement the existing Why5Research service range. So stay tuned!


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