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DATE: 28 October 2014 The 2014 Retail Shopper Report by WhyFive revealed 10 ‘golden threads’ that retail industry stakeholders should print out and nail to the wall as they start to strategise winning formulas in an increasingly competitive marketplace. A 2013 report called ‘Benchmarking the South African Shopping Centre Industry’, pegs the number of shopping malls in SA at over 1 780, covering around 1 million square metres of floor space – more than all the malls in the rest of Africa combined. And in a country where total retail spend is estimated at around R700 billion, more than half, around R400 billion, is dropped in these malls. For retailers and marketers hoping to grab a slice of this massive pie, having a crystal clear view of consumer behaviour, needs and perceptions is an absolute necessity – which is where the Retail Shopper Report by WhyFive comes into play. WhyFive research specialist Alan Todd explains: “It’s a survey designed to expose what’s driving the shopping behaviour of ‘economically active’ consumers (ie. those living in households earning over R10k a month) – for everything. There’s a fair amount of specific retail data available, but we realized that there isn’t anything r...

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This article appeared on The marketing Site on 18 Sep 2014 -

Thanks to the information age, the world is drowning in a sea of data – but the team at WhyFive Insights is offering a lifeboat solution to anyone involved in the brand-building business.

If American media is to be believed, 90 percent of all the data in the world today was created in the past two years. And even though a technology-lag softens the impact in South Africa, we haven’t escaped the data-flood that that often arrives in a tidal wave of scary charts and tables that land up being dumped in a dark place and left to die. How sad. Imagine if those facts and figures were unpacked, re-packaged and presented in a way that made a practical difference to the way marketers understand the relationship between their brands and the marketplace – and how to put a smile on a customers face. Say hello to WhyFive. “Two and a half thousand years ago, a Greek bloke called Heraclitus said ‘there is nothing permanent except change’ – but you’d be forgiven for thinking that the global market research fr...

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On 30 July 2014 Marianne Thamm posted this story on Daily Maverick based on insights from WhyFive's BrandMapp dataset - Away from the sound and fury of political rhetoric and point scoring there is a different, and - believe it or not - good story to tell about South Africa’s nine million economically active citizens. Apart from being less concerned with race, all of them are educated, a lot are between 25 and 35, are optimistic about the future, own their own homes and will create wealth through a job in the corporate sector. By MARIANNE THAMM on The Daily Maverick.  
Sate of the nation pic

If SABC COO, Hlaudi Motsoeneng, is looking for a real good news story, he’d best abandon political coverage and send forth his news teams into the homes and offices of the country’s middle classes – a group of around nine million economically active South Afric...

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On 5 July, the Daily Maverick ran this excellent piece written by Marianne Thamm about atheists in South Africa - based on insights extracted from our BrandMapp data set. The original post is here:   http://www.dailymaverick.co.za/article/2014-08-05-godless-rich-professional-environmentally-conscious-a-snapshot-of-south-africas-atheists/#.U-DhxYCSzO4   Are the country’s atheists any happier, better off or more conscious of issues than their religious brothers and sisters? While South Africa remains an overwhelmingly religious country, there are a fair number of atheists (and Jedi apparently) who move among us. Who are they, what do they get up to and how do they live? By MARIANNE THAMM.
While the country’s atheists (disclosure: I count myself among them) love the Internet and being online to catch up on news, do their banking, make travel bookings and buy books and music, their general social networking skills, at ...

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Insights from the 2013 WhyFive Fashion Shopper’s report

It was Heidi Klum who said, “In fashion, one day you’re in, the next you’re out” and never were truer words spoken. It applies to the entire rag trade, from models and designers to trend-spotters, buyers, magazine editors and the hangers and shelf space of countless clothing stores. Which begs the question: how do some retailers get it so right while others are a fashionable flash in the pan?   That simple thought led us to conduct a groundbreaking study into the shopping habits of fashion conscious South Africans ­– including a substantial sample of 2 600 women. The results were illuminating to say the least, but it soon became clear that there’s a ‘set of rules’ any retailer could (and should) adopt in the current environment to give themselves a shot at success. Which is the story we’re going to tell. But before we do, let’s just make sure we all understand what’s meant by ‘the current environment’…   That darn recession   Fact: the great recession has disrupted our lives, changed our needs and altered our behaviours – and the fashion retail world is not immune to these movements. For those st...

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