BrandMapp
SA's Most Comprehensive Study of the Consumer Class
BrandMapp is South Africa’s largest independent study of the consumer class, providing an unparalleled view of the people responsible for the vast majority of consumer spend, personal income and tax contribution in the country. It’s the strategic lens marketers, agencies, media owners, and business leaders use to understand the people driving South Africa’s formal economy.
Why it Exists
Consumers are changing faster than ever.
The challenge isn’t finding data.
It’s finding data you can trust.
BrandMapp was built to help brands move beyond assumptions and understand what real South Africans think, do, buy, value, and what media they are consuming.
Who Does BrandMapp Represent?
BrandMapp focuses on South Africa’s consumer class: economically active adults living in households earning R10k+ per month.
Meaning this audience represents 14 Million South Africans.
The group of consumers responsible for:
- More than 80% of consumer spending
- More than 80% of personal income
- 100% of the country's personal tax base
In other words, the audience that drives purchase and consumption of South Africa’s consumer class brands.
BrandMapp 2025
The Questions BrandMapp Helps Answer
Who Are My Customers?
Move beyond demographics to understand the attitudes, values, behaviours, lifestyle choices, what keeps them awake at night, what media catches their attention and motivations that shape purchasing decisions.
How Do They Compare to My Competitors' Customers?
See where audiences overlap, where they differ, and where opportunities exist.
What Drives Their Decisions?
Explore the behaviours, motivations, aspirations, concerns, and habits that shape consumer choices across categories.
Where Can I Reach Them?
Understand media consumption across TV, radio, print, OOH, digital, streaming, social media, podcasts, and more.
What's Changing?
Track shifts in consumer behaviour and emerging trends over time.
What's Inside BrandMapp?
A 360° View of South Africa’s Consumer Class
BrandMapp is a Rubik’s cube of insights just waiting for the right question to be asked. It combines 255 questions asked to over 31 000 consumers (which equals around 10 million data points) that allows you to build a rich, multidimensional understanding of the consumers shaping SA’s economy.
Life & Demographics
Income, primary-to-post grad education, employment, household composition, life stage, property ownership, geographic location, and even pet ownership.
Attitudes & Mindsets
Money
Matters
Shopping & Spending
Brands &
Loyalty
Brand usage, switching behaviour, loyalty programmes and category penetration.
Media Consumption
Technology & Connectivity
Devices, networks & connectivity, online behaviour, payment platforms and digital habits.
Travel, Food & Lifestyle
More Than Data. Actual Insight.
BrandMapp gives you a front-row seat to South Africa's consumer class.
WhyFive helps you make sense of what you’re seeing. Together, it’s a VERY powerful combination.
Ready to See Your Market More Clearly?
Book a demo session now to see how BrandMapp can help you understand your audience, sharpen your strategy, uncover new opportunities for growth, and help you make decisions with confidence.
