Jan Callebaut
Founder

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
Background
- 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
Work
- 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)