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Team

Dedicated. Persistent. Open minded.

WHY5Researchers all share the same ambition to understand people — consumers and customers — and their needs. Together with our client we work on the positioning of their brands, innovation projects, communication and packaging challenges and much more all around the world.

Working globally, we recognize the universality of human psychology but we also know how to bring cultural differences into the equation. Together with reliable partners who all have a passion for precision and knowledge we design the ideal research concept. Turning us all into a global team of dedicated market researchers.

WHY5 on a global network of reliable partners

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Team Members

Alexei Novoseltsov

Director Quantitative Research

Experience

Previous positions:

Research fellow and teaching assistant at Katholieke Universiteit Leuven Director of a global quantitative solution at Synovate Censydiam Head of quantitative department at Synovate Censydiam

  • Research fellow and teaching assistant at Katholieke Universiteit Leuven
  • Director of a global quantitative solution at Synovate Censydiam
  • Head of quantitative department at Synovate Censydiam

Background

MBA at LETI-Lovanium International School of Management (St. Petersburg, Russia) Engineer in Electronics at Leningrad Electro-Technical Institute (St. Petersburg, Russia)

  • MBA at LETI-Lovanium International School of Management (St. Petersburg, Russia)
  • Engineer in Electronics at Leningrad Electro-Technical Institute (St. Petersburg, Russia)

Publications

  • “Towards Understanding the Dual Entitlement Principle in Consumer Fair Price Judgments”, Asia Pacific Advances in Consumer Research, v3, 2002

Contact details

E-mail: alexei@why5research.com
Tel: +32 473 330811

 

Charlotte Boel

Researcher at WHY5Research

experience

3+ years of experience in Marketing

Previous positions:

  • Marketing trainee at L’Oréal
  • Writer at Andhra Pradesh Tourism Department

Background

  • Postgraduate in Marketing at Hogeschool-Universiteit Brussel
  • Master in Philosophy at Universiteit Antwerpen
  • Bachelor in Philosophy – minor in English at Universiteit Antwerpen

Publications

  • Thesis: “Ons angstig streven naar succes”
  • Tourist guide: “Mosambi juice. A quirky guide to Andhra Pradesh”

Contact details

E-mail: charlotte.boel@why5research.com
Tel: +32 3 294 76 30

 

Dries Dekeukeleire

Researcher at WHY5Research

Background

  • Master in Marketing at Lessius university college, Department of Business Studies

Publications

  • Paper: “Price vs. extra-product promotions: increasing the relative attractiveness of the extra-product promotions using framing.”

Contact details

E-mail: dries.dekeukeleire@why5research.com
Tel: +32 3 294 76 30

 

Erik Van Gelder

Senior Researcher at WHY5Research

Experience

7+ years of experience in Market Research: moderation in 4 languages (Dutch, English, French, Spanish), analysis, presentation, training, multi country integrations, ...

Previous positions:

  • Senior qualitative researcher at Synovate Censydiam
  • Accounting at Shell Europe
  • International sales at Americas

Background

  • Master in Political and social sciences: major in Sociology at Universiteit Antwerpen
  • International Politics at Complutense University -Madrid
  • Economics at Complutense University – Madrid

Contact details

E-mail: erik.vangelder@why5research.com
Tel: +32 494 61 41 97

 

Greet Claes

Financial Director at WHY5Research

Experience

Previous positions:

  • Auditor Brussels thesaury fonds
  • Co-founder of Ring TV
  • Director Ring tv : Financial- Management
  • Financial director/Personnel director, MT member of Censydiam
  • Financial director/Personnel director, MT member Synovate Censydiam

Background

  • Master in Law at Universiteit Gent
  • Master in European Law at Universiteit Gent

Contact details

Email: greet.claes@why5research.com
Tel: +32 53 39 36 47

 

Inge Van Immeersel

Personal Assistant at WHY5Research

Experience

25+ years of experience in Market Research

Previous positions

  • Personal assistant at Synovate Censydiam

Contact details

Email: inge.vanimmerseel@why5research.com
Tel: +32 3 294 76 30

 

Jan Bryssinck

Client Service Director at WHY5Research

Experience

15+ years of experience in market Research in various industries:

  • Media: VRT, Sanoma,...
  • Finance: BNP Paribas, ING, Dexia,...
  • FMCG: Nutricia, Nestlé, Henkel, Puratos, AB Inbev,...
  • Health care: Astra Zeneca, Pfizer, J&J Animal Health,...
  • Others: JTI, Colruyt,...

Previous positions:

  • Psychotherapist and MT member at Mensana
  • Project leader Qualitative Research at Censydiam
  • Consumer Insights Director, MT member of Synovate Censydiam

Background

  • Master in Psychology at Universiteit Gent
  • Postgraduate in psychotherapy (specialism psycho-analysis) at Katholieke Universiteit Leuven

Contact details

Email: jan.bryssinck@why5research.com
Tel: +32 477 70 67 33

 

Jan Callebaut

CEO at WHY5Research

Experience

25+ years of experience in Market Research

  • Multinationals: Coca-Cola Atlanta, Unilever, Heineken, AB Inbev, Volvo, Friesland, Johnson and Johnson,...
  • Public sector: Plan International, Foster Parents Plan, Amnesty International, ...
  • Telecommunications and in the pharmaceutical industry

Previous positions

  • Researcher at Universiteit Gent
  • Co-founder of Censydiam (1987 – 2007)
  • CEO Synovate Censydiam
  • Advisor to the board of VRT, the leading Belgian media company

Background

  • Master in Marketing and distribution at Universiteit Gent
  • Master in Diplomatics at Universiteit Gent

Publications

  • The Naked consumer ('94)
  • Never too late to grow old ('96)
  • Cross-Culturally Correct Marketing ('97)
  • Motivational Marketing Research Revisited ('99)
  • Cross-Cultural Window on Consumer Behaviour ('00)
  • El Neuvo Modelo Diagnóstico Para El Márketing ('00)
  • The Naked Consumer Today ('03)
  • Marketing is menselijk - Collection of colums for De Standaard ('03)
  • Colour and Emotion: humanising the message ('05)
  • Consumentengeheimen ('10)

Contact details

Email: jan.callebaut@why5research.com
Tel: +32 3 294 76 30

 

Kathleen Bax

Project support at WHY5Research

Experience

15+ years of experience in Market Research

Previous positions

  • Qualitative Researcher Belgium and The Netherlands at Censydiam
  • International coordinator at Censydiam, project support for international market research projects
  • HR manager at Synovate Censydiam

Background

  • Bachelor in Marketing

Contact details

Email: kathleen.bax@why5research.com
Tel: +32 3 294 76 30

 

Madeleine Janssens

Director at WHY5Research

Experience

25+ years of experience in Market Research, conducting international research such as Coca-Cola Atlanta, AB Inbev, JTI, Johnson and Johnson, Nestlé, Unilever,... as well as UNICEF, Amnesty International, Max Havelaar...

Previous positions:

  • Academic assistant at the Seminar for specialized sociology at Universiteit Gent
  • Business development director at Synovate Censydiam
  • Director qualitative research at Synovate Censydiam

Background

  • Master in sociology at Universiteit Gent
  • SLM Marketing at Vlerick Leuven-Gent Management School

Publications

  • The Naked Consumer ('94)
  • Facing Arab Women ('97)
  • Motivational Marketing Research Revisited ('99)
  • Cross-Cultural Window on Consumer Behaviour ('00)
  • The Naked Consumer Today ('02)
  • Handboek Marketing: klant- en marktgericht ondernemen ('08)
  • Consumentengeheimen

Contact details

Email: madeleine.janssens@why5research.com
Tel: +32 475 49 72 37

 

Patricia Vossenaar

Researcher at WHY5Research

Experiencz

3+ years of Market Research in various industries:

  • FMCG (Nestlé, Unilever, Colruyt, Heineken International,…)
  • Telecom (Belgacom, Telenet,…)
  • Finance (ING, Dexia,…)
  • Media (VRT,…)

Background

  • Master in History at Universiteit Antwerpen and Free University of Berlin
  • Postgraduate in Marketing at Hogeschool-Universiteit Brussel
  • German course at SCVO Talen Antwerp
  • Commercial training at Voka-Kamer van Koophandel Antwerpen-Waasland: Calling and Customer Prospection

Publications

Thesis: “The Belgian demand for Dutch Limburg and Zeeuws-Vlaanderen after World War I in the German and Dutch press.”

Contact details

Email: patricia.vossenaar@why5research.com
Tel: +32 3 294 76 30

 

Tom Meere

Director Qualitative Research at WHY5Research

Experience

13+ years of experience in Marketing research for Volvo, VRT, Heineken, Unilever,...

Previous positions:

  • Junior – Trainer – Senior researcher at Censydiam
  • Consumer Insights Director at Synovate Censydiam

Background

  • Master in Political & Social Sciences at Universiteit Antwerpen

Contact details

Email: tom.meere@why5research.com
Tel: +32 477 97 70 32

 

Veerle Hellemans

Senior Quantitative Researcher at WHY5Research

Current position

Senior Quantitative Researcher at Why5 Research

Experience

7+ years of experience in Quantitative Market Research, specializing in Segmentation Research, Branding and Positioning Research, Innovation Research

Previous positions

  • European Consumer Insights Manager at Chiquita
  • Senior quantitative researcher at Synovate Censydiam

Background

  • Master in sociology at Universiteit Gent

Contact details

Email: veerle.hellemans@why5research.com
Tel: +32 3 294 76 30

 

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