Archive for July, 2013

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Published on The Red Zone   The SA Body Image Report 2013 provides a golden opportunity for marketers to gauge how SA consumers feel about their bodies.   A few key insights   “I am very happy with my body and looks”. According to the report only 22% of consumers are happy about the way their bodies look which leaves almost 80% who would like to look better. Broken down further, 25% of the males interviewed were happy with their bodies, while only 10% of white women were. Black male respondents seemed happier than the rest with their body image (31%) as well as our youth aged 16-24 (31%).   Good health vs. self esteem. The report suggests that there may be a link between good physical health and the esteem levels of consumers with 55% of respondents agreeing that if they look good, they feel good. Interestingly enough, even though 64% describe their health as good and 14% excellent, there is still space in consumer’s minds for them to...

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Published on Times Live   The vainest are white women, according to the survey.   About 1210 people, with an average monthly household income of about R10000, were asked to complete a 20-minute online questionnaire.   It was hoped that the results would help the fashion, health and beauty industries in their marketing campaigns.   Aspects taken into consideration included consumption of alcohol and red meat, smoking, the use of nutritional supplements and dieting.   The majority of those surveyed were married with children and most (34%) between 35 and 49.   Just over half (55%) of the respondents agreed that they felt good if they looked good, but white women (69%) were especially prone to agreeing to this statement. The people least likely to agree with this statement were black men (64%).   White females (87%) were the most likely to diet and black males (41%) the least.   Only 7% of the total sample had gone under the knife to improve their looks - but white women were the most likely to consider cosmetic surgery, and black men the least. ...

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Published on MarkLives   By Herman Manson (@marklivesStuart Lowe, the former MD of media house Ramsay Media, sits in his newly furbished home office and proudly shows off the first report of his new research venture, WhyFive.   The SA Body Image Report 2013 focuses on body image perceptions of a wide cross section of reasonably affluent, economically active South Africans, and offers insights into the market for fashion, health and beauty products.   The report showed that nearly 80% of us would like to look better. “If you’ve ever wondered why the health and beauty industry is so enormous,” the report quips, “now you know.”   People’s reasons for exercising was quite interesting – 51% of respondents exercised to keep toned and fit (so it’s a ‘maintenance job’ rather than a ‘repair job’), and 50% said it relieved stress and improved their mood. Improving fitness was ticked by 46...

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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 RamsayMedi...

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