BrandMapp

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What is BrandMapp?

BrandMapp is South Africa’s largest independent annual survey of wealthy consumers and the resulting insights and data set provide agencies, marketers and brands with a unique tool to make informed strategic decisions on how to target consumers.

At a time when an AMPS-style landscape data set is non-existent and most alternatives concentrate on the middle and lower end of the market, BrandMapp is an invaluable tool for strategists and analysts in need of a branded view of the top 30% of the market who are responsible for over 80% of consumer spend. It’s not quite ‘AMPS for rich people’, but darn close!

What is ‘wealthy South Africa’?

There is a relatively small group of South Africans who are ‘economically active’ in a real sense: not just income earners, but having, or about to have, disposable income. In its 2016 report, SARS revealed that only 4.8 million individuals out of the 15.5 million employed adults were above the threshold of R75 000 per annum and actually contributed to state coffers. BrandMapp focuses on profiling, describing and identifying the needs, perceptions and behaviour of these people and their dependents. It’s a group of some 10,8 million adults living in households earning more than R10K per month.

Does BrandMapp still include the ‘TopEnd’?

Yes, absolutely. Completed using online methods only, BrandMapp 2017 rendered its largest raw sample to date: more than 28 000 respondents. The result is a data set that provides a unique view of adults over the age of 16 with access to the Internet. Critically, BrandMapp’s ‘wealth of insight’ remains at its core. In addition to the growing middle class, the data paints unique pictures of the elusive affluent segments of society earning in excess of R30K per month: the 13% of TopEnd South Africans who pay 40% of the taxes.

What’s in BrandMapp 2017?

270 measures/questions, 820 brands, 450 media brands, 130 categories and 270 measures (questions) covering all aspects of:

  • Demographics and home life
  • Income, employment and property
  • Hopes, dream and fears
  • Sports and interests
  • Banking and finances
  • Investment and insurance
  • Loyalty programmes
  • Eating and drinking
  • Shopping habits and store usage
  • Brand usage and affinity
  • Technology and travel
  • Automotive
  • Mediagraphics: All media
  • Internet usage

New/expanded measures in BrandMapp 2017

As an independent and autonomous study, we are able to ensure that BrandMapp keeps up with the times and remains a relevant and dynamic interrogation. So BrandMapp always includes expanded categories, new metrics and measurements to ensure the most contemporary view of South African consumers. Wherever possible, we also add user value by incorporating unique and useful segmentation tools like Q-LSMs and the BrandMapp Digital Affinity Index

 

Download BrandMapp 2017 Overview and User Notes (Includes index of all measures)

How do I access BrandMapp?

 Annual access to cross-tab data:    R85 000

BrandMapp is available to subscribers through all industry platform tools including – Nielsen, SoftCopy, Infotools, Telmar, Eighty20 and others.

BrandMapp Brand Profilers:   R35 000

A slide pack of your customer versus your competitors customers (or segments), charted into 250 open-file PowerPoint slides.

BrandMapp Data runs    From R5 000

We are able to supply bespoke runs and interrogations on an ad hoc basis depending on clients’ needs.

Strategic Consultancy   On request

With a combined 50 years of marketing and communications knowledge in the team, we specialise in unpacking, repacking and presenting data to groups of any size.

Next steps …

To place your order or find out more about BrandMapp 2017 please contact –

Stuart Lowe on 083 443 8111 or email stuart@whyfive.co.za