Joost van Treeck is Full Professor of Consumer Psychology and Dean of Studies at Hochschule Fresenius in Hamburg. He studied industrial engineering and switched later to psychology. His main field of research is the systemic prediction of human behavior. Aside from his academic career, Joost van Treeck spent several years as conceptioner and strategist at Jung von Matt, inventing psychological customer relationship tools for Mercedes Benz. In 2011 he developed the first psychographic targeting system for BMW in a cooperation with Serviceplan Group. The results were measurably effective psychographic targeting systems first used in large-scale campaigns for MINI in 2017.