Success in business depends on asking the right questions. ‘Why?’ is always the right question, say the founders of newly launched market research business WhyFive; and marketing wisdom holds that if one asks ‘Why?’ five times, any question will be fully answered.
Today’s marketers are faced with radical shifts in consumer demographics and consumption behaviour. They have access to a virtual sea of data which appears to hold the promise of valuable consumer insight – but seldom delivers.
By focusing on the right questions and deploying innovative online methodology WhyFive Pty Ltd aims to unlock genuine insights for marketers.
After 22 years of successful partnership in Bateleur Research Solutions, Gordon Hooper and Alan Todd joined forces with seasoned media specialist Stuart Lowe. The three worked together for four years in joint venture RamsayMedia Research Solutions (RMRS), while Lowe was MD of RamsayMedia. The wealth study TopEnd was one of the fruits of this partnership, based on the methodology they developed. TopEnd remains in RMRS and the new business WhyFive will act as a sales agent for the product.
Why WhyFive? “Because – unlike most market research operations – WhyFive is not focused on selling research services” explains Lowe. “The value we offer is in market reports aimed at specific vertical markets.”
WhyFive’s first product, The SA Body Image Report, is a good example of the value of WhyFive market reports: “If you are in the health and beauty industry, this is an invaluable guide to understanding consumer views and preferences in this market” says Lowe. “It is available in printed report form, including cross-tabulated data.”
Alan Todd is already designing the next WhyFive market product – The Retail Shopper Report. “This will be a collaboration of the country’s largest players, focused on retail across all categories. It is an ambitious project which will offer marketers and retailers useful strategic insights at cost effective prices” claimed Todd. “Our online methodology allows for really fast turnaround times and killer pricing in this category.”
Gordon Hooper is an accomplished statistician who personally developed Bateleur’s in-house analysis software. Gordon has a passion for turning research into strategy. “Essentially we are in the storytelling business. This resonates with everyone in the brand value chain – from the C-suite and R&D department to marketers, ad agencies, distributors, retailers and, ultimately, consumers. A compelling narrative is the most powerful way to ensure that data is fully understood, thus becoming the insight which informs strategy” explains Hooper.
The company started trading on 1 May with a corporate identity created by award-winning design agency Berge Farrell. The cheeky pay-off line “Non-fiction” attests to the factual nature of WhyFive reports. “Our reports are non-fiction; the insights, assertions and descriptions are factual or empirically true” say the directors of WhyFive.
For more information contact info@whyfive.co.za call Stuart Lowe on 021 6718955
