Jan Callebaut

Last updated
Jan Callebaut
Born
Jan Callebaut

(1955-11-08)8 November 1955
Geraardsbergen, Belgium
OccupationCommunication and Marketing advisor, Entrepreneur
Board member ofWhy5Research (Affligem, Antwerp, Amsterdam), Callebaut&Co, Callebaut Collective
SpouseGisele Keppens
Children2, Anouk & Kilian

Jan Callebaut (Geraardsbergen, 8 November 1955-31 August 2022) is a Belgian communication and marketing advisor and entrepreneur.

Contents

Education

Callebaut holds an MA in Marketing and Distribution and an MA in Diplomatics of the University of Ghent. As an academic researcher he developed psychoanalytical market research techniques to consumer behavior by applying the views of Alfred Adler.

Career

In 1987, Callebaut co-founded Censydiam model (Center for Systematic Diagnostics in Marketing) now Ipsos Censydiam. He supplied qualitative marketing research and business strategies for companies like Coca-Cola, Heineken, Unilever, Volvo, InBev, Johnson & Johnson, Friesland and was engaged in the public sector with projects for Foster Parents Plan and Amnesty International.

Callebaut also introduced the brand approach into the VRT, the Flemish Radio and Television Network, Belgium's leading broadcasting and media concern. In 2007, Callebaut founded Callebaut&Co and became CEO of WHy5Research, an international diagnostic market research agency. More recently, Callebaut co-founded Callebaut Collective, an ecosystem of strategic advisors and partners in execution, where he currently acts as managing partner. [1]

Vision

Callebaut is one of the founders of the modern diagnostic market research. His insights on consumer behaviour based on a psychoanalytic approach is adopted by various marketing experts like Philip Kotler and Kevin Lane Keller [2] and known as the censydiam model. [3] The model is developed to understand better the mechanisms of human motivation.

Personal life

Callebaut is married to Gisèle Keppens with whom he has two children, Anouk (1994) and Kilian (1998).

Bibliography

Related Research Articles

References

  1. "Uw partner voor uw business heroriëntatie". Callebaut Collective (in Dutch). Retrieved 2021-07-06.
  2. http://www.boek.net/engelse-boeken/business-management/management/marketing-management/9780131357976/index.html Marketing Management
  3. "The Synovate Censydiam Model". 2011-07-08. Archived from the original on 2011-07-08. Retrieved 2021-07-06.