This week, on the Good Things Guy Podcast, Brent Lindeque interviews Brandon de Kock from BrandMapp.
Johannesburg, South Africa (21 May 2024) – For over a decade, Brandon de Kock’s been diving deep into the hearts and minds of the middle class and Top End South African adults, and he’s back with some incredible insights from the latest treasury report and BrandMapp’s newly released survey.
For those who don’t know, BrandMapp is an independent landscape study that zeroes in on the top 30% of South Africans by income – that’s about 12.8 million adults who contribute to more than 80% of all personal income and consumer spending in the country. This is the definitive study for marketers looking to understand their audience better, providing detailed data that allows for precise segmentation and profiling.
BrandMapp 2023 is their biggest survey yet, with a whopping 35,504 respondents! This rich dataset is meticulously weighted to reflect the latest StatsSA updates and covers 241 question fields and 1,300 brand filters. It includes a massive range of categories – from 570 retail brands to 120 financial service brands, and even a comprehensive media section featuring 350 media brands, including radio stations, print titles, TV measures, and streaming services.
Whether you’re interested in the 167 shopping malls South Africans frequent or the 18 different out-of-home advertising formats, this survey has it all. It’s a treasure trove of information for brand teams and agencies who want to get to the heart of their customers’ needs and behaviours.
Join us as Brandon breaks down these findings, shedding light on what makes this crucial segment of the population tick. It’s an enlightening conversation that you won’t want to miss!
Listen to the interview here:
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