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BrandMapp is a unique South African dataset that uses a mega-sample of more than 30 000 respondents to profile the 12 million adults who live in mid to top-income households earning in excess of R10 000 per month. Now in its eighth year, the BrandMapp survey is a bespoke, independent survey that powers the WhyFive consumer insights consultancy.
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30,000 South Africans detail their digital experience during 1st pandemic yearIn the first year of Covid, across the shutdown world, digital has been a frontline worker. Internet connections, devices and apps have helped us to keep working, studying and going to school. More than that, at the worst of lockdown times, we've been able to still connect with friends, family and community, as well as shops, healthcare providers, personal trainers and bankers. Cut off from real-world culture, digital has also dominated keeping ourselves entertained. Of course, nothing has been ideal, and it may not have been easy, but many people have been keeping their show mostly on the road in these extraordinarily tough times, thanks to the new intensity of digital penetration in our day-to-day lives. 7 Jul 2021 Read more

BrandMapp 2021 demystifies pandemic influence on SA shopping landscapeAs with every other aspect of life, the pandemic has changed how and when we shop, as well as where and what we buy.  Consumers have gone digital and tried out new delivery modes, as well as switched brands and relentlessly shopped for value. There's talk of the 'homebody economy' firing up DIY, hardware and gardening sales; and the 'nesting economy' that's emerged from our focus on our home-bound creature comforts. When it comes to this radical disruption of our shopping habits, it's hard to get a handle on what's really happening with South African consumers, and where we're heading. 23 Jun 2021 Read more

Is our motor industry coughing?Very few business sectors will be immune to Covid-19, but some, like the auto industry, seem more likely than others to be in need of a ventilator. 10 Jun 2020 Read more

Data shows lockdown sucks... literally!As someone who's job is to find stories in data, Covid-19 is starting to feel like War and Peace. Not a day goes past without a stat being flung about that has the potential to melt your brain and make you question everything you thought you knew or hoped was true. 26 May 2020 Read more

PVRs and video stars!In the online world ad blockers are throttling marketers' ability to get banner ads in front of digital audiences - and curtailing media owners' ability to monetise their audiences. The same is true in the pay TV world where personal video recorders (PVRs) are increasingly used by viewers to avoid watching advertising messages. Brandon de Kock, WhyFive's director of storytelling, argues that knowing who is blocking what ad messages is crucial for reaching the right people and avoiding wastage. 23 Feb 2016 Read more


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