Consumer insights
What drives consumers?
1. Introduction
About this training
In this training, Madeleine Janssens guides us on a journey through the mind of the consumer, providing us with the keys to understand the consumer from the inside out and to find out what motivates and drives them. She also provides a model for a systematic approach to consumer behaviour.
This video training is given in English. The presentation is in English. Subtitles are available in Dutch, French and English.
Teachers
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Madeleine Janssens
Director, WHY5Research NVMadeleine Janssens studied sociology and marketing (SLM) and is a diagnostic researcher with very broad international experience in a multitude of product categories.
She was director of qualitative research at Censydiam. Together with Jan Callebaut, she founded the market research agency WHY5Research in 2008 in which she is still a research consultant today. She is also active at Callebaut Collective as an affiliate. She has co-authored 11 books of which she is most proud of "The Naked Consumer," "Facing Arab Women" and "Consumer Secrets." The first book is a standard work within marketing diagnostics.
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