At WhyFive, we believe in the power of understanding the why behind human needs, perceptions, and behaviour. As a South African consumer insights consultancy powered by BrandMapp, we use imaginative and creative surveys to uncover the truths that shape how people live, think, and spend. These insights inform strategy, spark ideas, and, we hope, help make tomorrow a little better than today.
Interested in learning more about how WhyFive can support your brand’s growth through deep consumer insights?
Director of Storytelling
Brandon’s been telling stories to anyone who will listen, all his life. A celebrated writer, photographer, editor, book author and public speaker, he’s had too much to eat and drink on all seven continents and played golf on six of them, although he now claims to be ‘completely recovered’ from the sport.
His describes his career as a ‘compendium of games’: bars & restaurants, a decade in music and another in publishing as editor of Compleat Golfer and then group creative director for RamsayMedia (Wine, Getaway, CAR). It was there, together with the late Stuart Lowe, that he launched RamsayMedia Research Solutions and discovered that Brené Brown was right: stories are just data with a soul!
Together with his wife Nikki, he continues to share a love of food, wine and travel at supertasters.co.za but for the past 12 years, he’s been partner in and creative director of WhyFive, the company behind the annual BrandMapp survey. As a go-to thought-leader in the world of consumer behaviour, he specialises in taking data and presenting them like great rock songs.
Business Development Director
Julie-Anne started her career in media sales and moved into the world of marketing and brand management before settling into research and consumer insights. She’s worked with landscape datasets like AMPS, TGI and MAPS and the platforms on which they live (like Choices and Eighty20) and, more recently, got to grips with data layering and the power of Geospatial data.
In short, she may not have done ‘it all’ but she’s certainly come close, and in the process, she’s developed a deep understanding of how valuable it is to find the “story or so what” in numbers, and help a wide variety of clients convert it into actionable strategy.
For the past 5 years, Julie-Anne’s brought this wealth of experience and industry nous to her role heading up the client relationship and product development side of WhyFive’s business. It’s the perfect playground for someone who’s passionate about consulting with brands and agencies on how to bridge the gap between first and third party data and shift the needle in a meaningful way.
Youth Development Director
Ashleigh joins the WhyFive team with a passion for people and a fresh perspective on the world of insights. With a background in both psychology and business, she brings a unique blend of human understanding and strategic thinking.
Her career began in the financial research industry, where she developed strong skills in data analysis, client engagement, and market interpretation. Over time, she became increasingly focused on the ‘why’ behind consumer behaviour: what drives people, how they make decisions, and what those patterns reveal about society and the economy. WhyFive is a very natural fit.
Ashleigh’s approach is both thoughtful and inquisitive, combining research rigour with creative curiosity to uncover the stories lurking beneath the data. She thrives in collaborative environments and enjoys translating complex information into clearly articulated insights that help brands and businesses make smarter decisions. With a strong belief in the power of good questions, she’s excited to contribute to BrandMapp’s mission of making data more human and more useful.
We are proud to have partnered with a diverse range of clients across various industries, helping them unlock the power of consumer insights to drive their strategies forward.
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