Our Thinking

Yellowwood Ask Y Study

by Yellowwood

08 January 2020

Yellowwood Ask Y Study

At Yellowwood we believe that brands have the power to change organisations and human behaviour for the better.

Core to accomplishing this has been to keep asking why until we get to the insight that can unlock this change. The first annual Ask Y study seeks to better understand the drivers/motivators of human behaviour in South Africa to ultimately help businesses build sustainable growth strategies.

We hope that our approach provides frameworks for businesses that enable stable and consistent long-term approaches to strategy while simultaneously allowing for variation in people’s motivational factors and the ambiguity of a volatile, ever-changing business environment.