EP101: BrandMapp 2021 Brandon de Kock - Telling the stories beyond the numbers
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This week’s guest on The Doc and The Guru podcast is Brandon de Kock – Director of Storytelling at Why Five Insights. A self-styled writer, photographer and professional hedonist who’s had too much to eat and drink on all 7 continents & played golf on 6 of them, Brandon talks about the stories behind the numbers in the latest release of the BrandMapp 2021 database.
Now in its 8th iteration BrandMapp has an online sample base in excess of 30,000 respondents and offers a unique lens on the top end of the South African market. Effectively the top SEM_10 decile. The ubiquitous online access which defines these high-end digicons (digital consumers) poses a number of questions about the continued effectiveness of traditional CAPI and CATI research in these communities.
Brandon’s insight that traditional emphasis on statistical reliability often restricts agility in market research poses the question …
Where does the line lie between data reliability and the need to make agile marketing decisions in the moment?
As media strategists how do we balance the scales between agile insights and reliable audience quantification? Quantifying media audiences and attributable outcomes is not an easy task but increasingly that’s what has to happen. Ultimately we have to put a number to it because we have to put a price to it.
Join us on The Doc and The Guru podcast this week and find out what it takes to stop being a research Librarian and start being a data Explorer? And as a special listener bonus this week we’ll even tell you how many testicles the average South African has.
Now in its 8th iteration BrandMapp has an online sample base in excess of 30,000 respondents and offers a unique lens on the top end of the South African market. Effectively the top SEM_10 decile. The ubiquitous online access which defines these high-end digicons (digital consumers) poses a number of questions about the continued effectiveness of traditional CAPI and CATI research in these communities.
Brandon’s insight that traditional emphasis on statistical reliability often restricts agility in market research poses the question …
Where does the line lie between data reliability and the need to make agile marketing decisions in the moment?
As media strategists how do we balance the scales between agile insights and reliable audience quantification? Quantifying media audiences and attributable outcomes is not an easy task but increasingly that’s what has to happen. Ultimately we have to put a number to it because we have to put a price to it.
Join us on The Doc and The Guru podcast this week and find out what it takes to stop being a research Librarian and start being a data Explorer? And as a special listener bonus this week we’ll even tell you how many testicles the average South African has.
