Jan Callebaut (

Geraardsbergen Geraardsbergen (; french: Grammont, ) is a city and municipality located in the Denderstreek and in the Flemish Ardennes, the hilly southern part of the Belgian province of East Flanders. The municipality comprises the city of Geraardsbergen prop ...

, 8 November 1955-31 August 2022) was a Belgian communication and marketing advisor and entrepreneur.

Education

Callebaut holds an MA in Marketing and

Distribution Distribution may refer to: Mathematics *Distribution (mathematics), generalized functions used to formulate solutions of partial differential equations * Probability distribution, the probability of a particular value or value range of a vari ...

and an MA in Diplomatics of the University of Ghent. As an academic researcher he developed

psychoanalytical PsychoanalysisFrom Greek: + . is a set of theories and therapeutic techniques"What is psychoanalysis? Of course, one is supposed to answer that it is many things — a theory, a research method, a therapy, a body of knowledge. In what might be ...

market research techniques to

consumer behavior Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and pr ...

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 Johnson & Johnson (J&J) is an American multinational corporation founded in 1886 that develops medical devices, pharmaceuticals, and consumer packaged goods. Its common stock is a component of the Dow Jones Industrial Average and the company i ...

, Friesland and was engaged in the public sector with projects for

Foster Parents Plan Plan International is a development and humanitarian organisation which works in over 75 countries across Africa, the Americas, and Asia to advance children’s rights and equality for girls. Its focus is on child protection, education, child par ...

and

Amnesty International Amnesty International (also referred to as Amnesty or AI) is an international non-governmental organization focused on human rights, with its headquarters in the United Kingdom. The organization says it has more than ten million members and sup ...

. 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.

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 and known as the censydiam model. 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.

Bibliography

*''The Naked Consumer'

(1994, Censydiam Institute) *''Never too late to grow old'

(1996, Censydiam Institute) :*''Nooit te laat om oud te worden'

(1996, Censydiam Institute) *''Cross-Culturally Correct Marketing'

1997, Garant) * ''Motivational Marketing Research Revisited'

(1999, (Garant Uitgevers) *''Deux ou trois choses que je sais de la France'' (1999) –

Lannoo Uitgeverij Lannoo Groep is a Belgian publishing group, based in Tielt, with assets in Belgium and the Netherlands. Its Belgian subsidiary is Uitgeverij Lannoo. Its Dutch subsidiary is LannooMeulenhoff. Over the years Lannoo evolved from Catholic ...

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*''Cross-Cultural Window on Consumer Behaviour'' (2000, Garan

*''El Nuevo Modelo Diagnóstico Para El Márketing'' (2000, Garan

*''Understanding Chinese consumers'

(2000, Garan

*''Why yesterday tells of tomorrow'' (2001, Garan

:*''Warum Gestern über Morgen erzählt'' (2001, Garan

*''The Naked Consumer Today'

(2002, Garan

*''Marketing is menselijk'

: collection of columns for the Belgian newspaper De Standaar

(2004, Garan

*''Colour and Emotion: humanising the message'' (2005, Synovate) *''Consumentengeheimen'

(2009, Davidsfonds) *''Why you do what you do'' (2011, Why5 Researc

*''Act Human. Waarom succesvolle organisaties investeren in langdurige relaties'

(2021, LannooCampu

References

External links

Why5ResearchCallebaut&CoCallebaut CollectiveHuman Activators
{{DEFAULTSORT:Callebaut, Jan 1955 births Living people Belgian businesspeople People from Geraardsbergen