Marketing would never be the same after Hendrik entered the faculty of economics of the Ghent University. A psychologist enters the marketing environment.
Towards the end of the seventies it was more than just revolutionary to be serious about the feelings of consumers. It was considered "not done" to approach them as real human beings. In doing so, Hendrik laid to foundations of a new field: "consumer psychology".
Hendrik changed the thinking of an entire generation. He was one of the pioneers of multivariate statistics at the Ghent University at a time when computers still required punch-cards to operate. With his own access key to the -Data Center- he was able to access it day and night (and did put it to use intensely)
Hendrik changed the language of research. He was one of the first to understand the power of expression of photographs: did a universal, visual language exist? Photosorting, later used globally by BBDO, was a field he helped creating and which he explored in depth.
Hendrik changed the marketing community. He was co-founder and first president of the Stichting Marketing. His thinking and knowledge marked the first congresses, which were – how else could it be – truly scientific in nature.
Hendrik changed the world of research. As co-founder of Censydiam he set a new standard. His thinking formed the basis of a vision that focused on understanding the paradox of human desire from consumer centric research to the inclusion of contextuality which culminated in an entire software suite called CCL.
But first and foremost, Hendrik was a scientist with a heart for his university and his students. In all discretion he created a tuition for PhD Students with a drive for consumer psychology. Today 3 PhD's graduation thanks to his intervention. Furthermore, the last 10 years, Hendrik spent 1 day a week at his old Alma Mater, tutoring these aspiring PhD's. As such, Hendrik's drive wasn't one of receiving recognition of his Blue Chip clients or being interviewed for radio or television. Hendrik was all enabling a younger generation to excel.
Work and Family were two separate worlds, kept strictly separated. In both worlds, he continuously gave the best of himself.
Jan
Towards the end of the seventies it was more than just revolutionary to be serious about the feelings of consumers. It was considered "not done" to approach them as real human beings. In doing so, Hendrik laid to foundations of a new field: "consumer psychology".
Hendrik changed the thinking of an entire generation. He was one of the pioneers of multivariate statistics at the Ghent University at a time when computers still required punch-cards to operate. With his own access key to the -Data Center- he was able to access it day and night (and did put it to use intensely)
Hendrik changed the language of research. He was one of the first to understand the power of expression of photographs: did a universal, visual language exist? Photosorting, later used globally by BBDO, was a field he helped creating and which he explored in depth.
Hendrik changed the marketing community. He was co-founder and first president of the Stichting Marketing. His thinking and knowledge marked the first congresses, which were – how else could it be – truly scientific in nature.
Hendrik changed the world of research. As co-founder of Censydiam he set a new standard. His thinking formed the basis of a vision that focused on understanding the paradox of human desire from consumer centric research to the inclusion of contextuality which culminated in an entire software suite called CCL.
But first and foremost, Hendrik was a scientist with a heart for his university and his students. In all discretion he created a tuition for PhD Students with a drive for consumer psychology. Today 3 PhD's graduation thanks to his intervention. Furthermore, the last 10 years, Hendrik spent 1 day a week at his old Alma Mater, tutoring these aspiring PhD's. As such, Hendrik's drive wasn't one of receiving recognition of his Blue Chip clients or being interviewed for radio or television. Hendrik was all enabling a younger generation to excel.
Work and Family were two separate worlds, kept strictly separated. In both worlds, he continuously gave the best of himself.
Jan
1950 - 2006