Ask Y study offers an alternative approach to market opportunity analysis. It distinctively explores the relationship between Maslow’s motivational need states and how these needs playout amongst South Africans when we consider the specific (political, economic, social, legal and environmental) PESTLE characteristics of our country.
This inaugural edition has uncovered nuances around South African needs satisfaction, highlighting potentially unexpected anomalies in relation to particular demographic segments, and lastly; presents a new framework of human understanding for consideration, with implications for business strategy development.
This study seeks to aid the formulation of numerous growth interventions like
By providing deep human insights to inform business interventions for South African businesses, this study applied can aid the development of sustainable business growth across various strategic business areas like
The Ask Y study seeks to better understand the drivers/ motivators of human behaviour in South Africa to ultimately help businesses build sustainable growth strategies.
Our research framework is founded on Yellowwood’s experience across many categories of business and brands. It challenges the traditional approaches to market segmentation and assumptions about consumer behaviour based purely on demographics. It seeks to demonstrate how demographic analysis applied in isolation, is losing relevance in a world where we have the ability to know so much more about people.
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