Jan Callebaut



Jan Callebaut
Stay in touch with Jan >> +32 3 294 76 30

Why Jan?

  • Jan is a Belgian entrepreneur and thought leader in marketing and communication strategy.
  • Together with Hendrik Hendrickx, Jan initiated modern diagnostic market research, which is adopted by the majority of the market research experts today.
  • 30 years of worldwide research in a wide range of industries has made Jan a true expert in understanding people’s drivers and motivations.
  • Multinationals: Coca-Cola Atlanta, Unilever, Heineken, AB Inbev, Volvo, Friesland, Johnson and Johnson,…
  • Public sector: Plan International, Foster Parents Plan, Amnesty International,…
  • Telecommunications and the pharmaceutical industry


  • Master Marketeer STIMA
  • Advisor to the board of VRT, the leading Belgian media company
  • Founder Innocenti, a non-profit organization fighting poverty in Flanders
  • CEO Synovate Censydiam
  • Co-founder of Censydiam (1987 – 2007)
  • Researcher at Ghent University
  • Master in Marketing and distribution at Ghent University
  • Master in Diplomatics at Ghent University


  • Book ‘The brand Belgium’
  • Case ‘Why Belgium’
  • Case ‘VRT – Foto van Vlaanderen’
  • Colums for the Flemish newspaper De Morgen (’16)
  • Consumentengeheimen (’10)
  • Marketing is menselijk – Collection of colums for De Standaard (’03)
  • Colour and Emotion: humanising the message (’05)
  • The Naked Consumer Today (’03)
  • El Neuvo Modelo Diagnóstico Para El Márketing (’00)
  • Cross-Cultural Window on Consumer Behaviour (’00)
  • Motivational Marketing Research Revisited (’99)
  • Cross-Culturally Correct Marketing (’97)
  • Never too late to grow old (’96)
  • The Naked consumer (’94)