Data-Driven Consumer Insights for South African Brands

WhyFive is a strategic consumer insight consultancy powered by BrandMapp – the most comprehensive study of South Africa’s middle-class and top-end adults, aka the consumer class.

We help brands, agencies, and media owners understand who their customers are, what they value, and how to reach them.

Powered by BrandMapp – Trusted by South Africa’s Top Marketers

BrandMapp is built on 12+ years of robust online surveys, providing unparalleled insight into the top 30% of South African consumers by income – the group responsible for over 80% of personal income and consumer spend and 100% of all personal tax paid in the country.

With data from over 35,000 respondents, BrandMapp gives you:

Deep audience segmentation
Target market profiling
1,300 brand filters across categories
Insights into lifestyle, media habits, shopping, finance, loyalty, and more
Media planning, pitch support, and campaign strategy

Why Work With WhyFive?

We go beyond the numbers to tell the story behind the stats. Our services help you:

Whether you need full access to data, bespoke research, or strategic input – we’ve got you covered.

Book a Demo or Connect With Us

We’d love to hear from you.

Let’s chat about how WhyFive can help your brand make smarter decisions.