Research group at imec & Vrije Universiteit Brussel

Timothy Desmet

Senior Researcher

Personal Description

Timothy Desmet is professor of Marketing and Market Research at the VUB and professor of Neuromarketing at the Hult International Business School in London. He is the co-founder and managing partner of Sapience (, a behavioral insights spin-off of the VUB.

Timothy obtained a PhD in Cognitive Psychology at Ghent University in 2003. During his tenure as FWO doctoral and post-doctoral fellow he spent 2 years as a visiting scientist at the Department of Cognitive Sciences of the Massachusetts Institute of Technology (MIT) in Boston and 1 year as a visiting researcher at Michigan State University (MSU).

Apart from being in the academic world, Timothy is also an active entrepreneur. In 2006 he co-founded Profacts, a market research agency, that grew quickly to an agency employing more than 50 people. Currently, he is leading Headstart Holdings NV, together with Michiel Crommelinck, PhD. Headstart helps young entrepreneurs in starting up and building their own company.

Timothy is also a trained sommelier and in his spare time can be found touring the vineyards and wineries of the world.