Timothy Desmet
Managing Partner
@ Sapience
CV
Timothy is a cognitive psychologist and founder of Sapience, a VUB spin-of that specializes in consumer behavior. He obtained his PhD at Ghent University and was a Visiting Scientist at MIT (Boston) for two years. His mission is to make innovative behavioral insights and research methods available outside of the university walls. As co-founder of Profacts (2006-2019) and Sapience (2019-now), he has done research projects for hundreds of companies. He also taught marketing, market research and consumer neuroscience courses at VUB and Hult International Business School (London).
Motivation
As a cognitive psychologist and entrepreneur, I have always aimed to make consumer insight as actionable as possible: reliable and evidence-based, but practical in use. With over 20 years of experience in both market research and academic education, I am motivated to contribute to CUBE’s mission of connecting and inspiring people – especially those from the next generation – who care about understanding consumers. I would like to support CUBE in strengthening research quality, sharing knowledge, and promoting the value of behavioral insights in decision-making.