Jan Callebaut is a specialist in the areas of market research and motivation research. He is the author of a motivational model that is still frequently used. With his 30 years of experience in marketing strategy consultation for global consumer brands, such as Coca Cola, Unilever, Heineken, Volvo, etc., he is still a reference in this field. Over the past 20 years, he has also contributed to the strategic development of the VRT brands.
Jan Censydiam started as an entrepreneur and more recently joined WHY5Research and Callebaut Collective.
He has advised numerous top politicians (including the Leterme campaign in 2007), several rectors of Flemish universities, Oosterweel, Deme, De Standaard, as well as other organisations and companies.
With his distinctive columns in the newspapers De Standaard and De Morgen, he is a much sought-after opinion maker.
Books written by him: THE NAKED CONSUMER, Color and emotion, NEVER TOO YOUNG TO GROW OLD, KINDERDROMEN (Children’s Dreams) (with Prof. Peter Adriaenssens and Tinneke Beeckman) HET MERK BELGIE (The Belgium Brand) (with Wouter Verschelden, HET DNA VAN VLAANDEREN (the DNA of Flanders) (with Ivan De Vadder), ACT HUMAN (with Sarah Steenhaut and Karel De Meester)
