Brand Atlas 2019 – A marketing tool that brings segments to life

Brand Atlas is a tool for marketers which allows the user to ‘paint’ portraits of the consumer segments they are interested in. Brand Atlas is a tool for bringing consumer segments to life.

It allows users to develop highly detailed profiles of thousands of consumer segments from the shoppers of specific, to whiskey drinkers, to people who love cooking, to readers of a specific magazine readers and thousands of others.

Brand Atlas is about profiling segments as well as sizing them

The primary purpose of Brand Atlas data is to describe defined segments in as much detail as possible. For example the readers of a specific printed magazine, the shoppers of a store (and their cross-shopping behaviours), the purchasers of retirement annuities et cetera.

However because the data are weighted back to represent the profile of the population who are economically active, it also provides an accurate measure of the sizes of defined segments.

Segment profiling

Let’s say that for the purposes of developing a communications strategy for Mr Price you were interested in profiling 16-34 year old females who shop for clothes for themselves at Mr Price.

There are a total of 6223 of these females in the Brand Atlas data set, of who 3137 shop at Mr Price for clothes. (From the data you can see that 50% of 16-34 year old females shop at Mr Price for clothes for themselves.)

Once you have filtered out these Mr Price respondents from the data, you can go on to describe them using all or some of these measures: (For each of these measures, where applicable, there is a complete set of brands included in the data.)


  • Personality (how they describe themselves)
  • Health and wellbeing
  • Spirituality and philosophy
  • Diet (the foods they eat and avoid)
  • Alcohol consumption
  • Fashion and beauty
  • Home
  • Pets
  • Work attitudes
  • Activities and interests

Money matters

  • Motives for saving and investing
  • Approaches to saving and investing
  • Savings and investments types and channels
  • Debt and credit
  • Credit card brands
  • Insurance
  • Loyalty programme usage
  • Banks
  • Banking products
  • Methods of banking interaction

Retail behaviour

  • Grocery shopping
  • Clothes shopping – Ladies, mens and kids
  • Liquor shopping
  • Hardware / DIY shopping
  • Homewares shopping
  • QSR (fast food restaurants)
  • Sit down restaurants
  • Health and beauty shopping
  • Computers, gadgets and electronics shopping
  • Sport and outdoor clothing and equipment shopping
  • Large appliances shopping
  • Small appliances shopping
  • Stationery, books, music and crafts shopping
  • Sunglasses and spectacles shopping

Branded consumer goods

  • OOH (out of home)
  • Edible groceries (multiple categories)
  • Non-edible groceries (multiple categories)
  • Liquor
  • OTC pharmaceuticals

Environmental Sustainability

Domestic Flights

Telephony and technology

  • Handset brands
  • Mobile networks
  • Mobile packages
  • Network switching
  • Fixed line
  • Computer brands
  • Appliances brands

The internet

  • Methods of access
  • Access devices
  • Online transactions
  • Social media
  • Online shopping for delivered goods
  • Devices for online shopping
  • Online shopping websites


  • Petrol stations
  • Vehicle tracking company
  • Vehicle manufacturer ownership
  • Vehicle body shape
  • Vehicle maintenance
  • Fitment centres

Content interests

  • Sources of content (digital and print)
  • Magazines
  • Newspapers
  • Radio stations
  • TV
  • Video on demand
  • Movies

The sample universe

The Brand Atlas survey samples the universe of “economically active” South Africans. We define economically active South Africans as being people who live in households with a monthly income in excess of R7 600.
According to BMR’s household income and expenditure report these people account for 30% of the population of the country as well as 80% of household income and expenditure.

According to STATSSA the total population at mid-2016 was 55.9 million – of whom 39 million were adults and 16.9 were children below the age of 15.

The Brand Atlas survey therefore samples the universe of the 39 million adults who are economically active – a universe of 11.7 million adults.

Weighting and reliability

The Brand Atlas data are currently weighted back to represent the demographic profile of economically active South Africans as reported in AMPS 2015 (recently re-weighted back to 2016 population statistics.)

The combined sample size of both rounds of Brand Atlas 2019 is about 25 000 respondents making the data very reliable with thousands of possible respondent segment permutations and combinations.

Research method

Brand Atlas is an online self-completion survey. The survey data is gathered by successive mailings to the consumer databases of the Brand Atlas partners. (In 2017 those partners were ADT, Makro, Clicks, Incredible Connection, Sanlam, Edgars, 10X Investments, Liberty, TFG, Telkom and Zando.) The respondent prize sponsor was Emirates Airlines.

Respondents get sent a link to an online survey entitled “The all told Survey – a survey about you and your lifestyle”. By completing the survey they stand a chance to win a prize.


As market researchers we strive for randomness when drawing samples for surveys. Panels are not random enough because only panellists are given the opportunity of participating in a survey. Panellists are nothing more than professional survey completers who get rewarded for filling in self completion questionnaires. From a purist perspective this is a dubious sampling approach.

Brand Atlas samples are far closer to random because of the vastness of the databases that get mailed inviting participation in the survey. Also, the partners change each cycle. This is not a perfectly random process but it’s much closer than any other currently available process for attracting online respondents.

Brand Atlas frequency

The Brand Atlas survey is conducted every six months with field work starting in November and again in May. The sample size for each round is a minimum of 12000. After the completion of the second round, we merge the first and second round data sets into a single data set of 25 000 respondents.

Click below to take the Brand Atlas Survey

How you can access the data

There are two options:

  • You buy the data which can be accessed on any of these platforms – Telmar, Nielsen, Softcopy, Eighty20 or Infosense.
  • You specify the consumer segments you want profiled and the measures you want them profiled against, and we do the work for you.

The costs

If you opt to buy the data, the cost is R150 000 (excluding VAT) and excluding any charges for a 3rd party uploading the data for you to use on their platform.

If you opt for us to profile a segment for you, the costs are:
Technical report plus chart report – R35 000