Understanding The Power of WHY to Dig Deeper into The WHAT From Transactional Data

Brandon de Kock is Director of Storytelling for Whyfive Insights, South Africa. At the South African Loyalty Awards 2025, he was recognised at the most influential personality in the industry, with his late-business partner, Stuart Lowe. They produce a comprehensive view of the South African consumer class which represents 85% of consumer spend, called the BrandMapp study. He Deeply understands the power of research to help brands understand ‘why' consumers behave in certain ways which adds more insightful direction to the transactional data insight which typically reveals the ‘what’ about consumer spending. This episode is a must watch 45 minutes to understand consumer behaviour in loyalty programmes. Hosted by Amanda Cromhout Show notes: 1) Brandon de Kock:   / brandon-de-kock-6ba61937   2) Whyfive Insights: https://whyfive.co.za/ 3) Book recommendation: The Far Side - Gallery 5: https://www.amazon.com/Far-Side-Galle... Subscribe to our Newsletter: https://letstalkloyalty.com/newsletter/ Connect with us on LinkedIn:   / let-s-talk-loyalty   #letstalkloyalty #loyaltymarketing #loyaltyprograms #loyaltytv