Connect people
with your brand

Understand the consumer.
Work with experts that understand your business.
Build successful marketing strategies.

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What drives success of a webshop?

Discover the ingredients of the ideal webshop
according to the Belgian shopper

Show the results

Why big qual
is the next big thing

New book shows how to unveil the power of persuasion through analyzing qualitative data on a large scale.

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What is important to the Flemish?

VRT wants to map the attitudes and opinions of people living in Flanders.

Take me there

What changes should we make to our TV commercial?

DELA opts for a TV commercial which is best aligned with the target.

See the results

How can we
help you

How can I attract new clients? How can I increase satisfaction and loyalty? Where can I best position my brand(s)? How should I position compared with competitors? What channels can I use? Does my communication work? To find gold, you have to dig. As the founders of motivational research and as the researchers of today, we work with you to develop an approach that provides an answer to your questions.

Qualitative research

Consumer behaviour is strongly driven by emotional and intuitive factors. Our diagnostic methods, initially developed by our founders, will guarantee a thorough understanding of what drives people.

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Quantitative research

Segmentation, tracking, brand equity, customer satisfaction research, pricing or concept testing? With a quantitative analysis, you will have the figures at your fingertips to make well-thought-out decisions.

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Your brand is what people say about you when you are not present. With CrowdPulse, we identify the most convincing arguments for great marketing strategies using big data.

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Increasing diversity means your target public is changing. As much as 20 per cent of your market may be untapped. In cooperation with marketing experts with diverse backgrounds, we specialize in diverse communities, including Muslim consumers.

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Neurodiagnostic research

Is your communication material effective? With the neuromarketing tool Evaluate, we measure the reaction of the brain in an objective way and we optimize your TV advertising spots, advertisements, logo and/or text.

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Advice and guidance

Thinking ahead together. Beyond just the data and for longer than just during the research. Only in this way can market research also be of structural value to your organization.

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How do we
work together?

We can achieve the best results together. Together, we consider how we can do efficient research which will have an impact on your brand and your organisation.


Often, a review of existing information is required first. This allows us to develop  sound hypotheses together, organise the research efficiently and customise it to your needs.


We rely on our trained researchers for the qualitative implementation. In each phase of the research, we will keep our fingers on the pulse together with you.


The researchers involved with the implementation phase also analyse the results. We go through them together and we interpret the insights which are gained from the research.


Based on the insights we work interactively on clear solutions: specific recommendations that help you to take successful decisions and to share insights into your organisation.

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Who are we?

We are researchers of the ‘Why’. A team of more than 20 employees with experience in more than 50 markets in all sectors throughout the world.


Managing Partner


Research Consultant WHY5Research / Expert Diagnostic Research


Managing director
Middle East & Africa

Can we help you
with anything?

Tom Meere

Tom Meere

Phone: +32 3 294 76 30

Ahmed Sulaye

Ahmed Sulaye

Phone: +971 4 364 4137