Jan Callebaut (Geraardsbergen, 8 November 1955-31 August 2022) was a Belgian communication and marketing advisor and entrepreneur.
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.
[1] 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.