From Belgium to Saudi Arabia: How WHYFIVE Is Scaling Consumer Insights in the Kingdom
Consumer behavior is changing faster than ever, prompting organizations and brands in Saudi Arabia to rethink how they gather and apply data-driven decisions. Across sectors, consumer insights and intelligence are becoming a strategic need for shaping innovations across products, services, and customer experiences to achieve long-term growth.
Recognizing this shift, the international consumer insights and marketing strategy consultancy WHYFIVE is expanding its footprint in Saudi Arabia to help organizations transform insights into strategic business decisions.
Supported by AstroLabs, the company opened its Riyadh office last year, marking a significant milestone in its long-term commitment to the Kingdom and laying the foundation for continued local growth.
Building Consumer Intelligence Capabilities on the Ground
WHYFIVE’s relationship with Saudi Arabia began long before the opening of its Riyadh office. Operating from its Dubai hub, WHYFIVE has served clients across the Gulf and wider MENA region since 2015, working with both international and Saudi organizations across multiple sectors.
Among its key projects in 2026 was with one of the Kingdom’s most sought-after Royal Commissions, where the firm conducted international research into traveler behavior, developing audience typologies that informed tourism marketing strategies, media planning, and visitor experiences across global markets.
“Expanding into Saudi Arabia was a natural step for us. We have long supported both international clients and Saudi organizations," said Ahmed Sulaye, Executive Director of WHYFIVE MENA. “As demand from Saudi clients continued to grow, alongside increasing interest from global companies entering the market, we recognized the need to establish a permanent local presence and dedicated team in the Kingdom.”
Following its market entry, WHYFIVE has launched its IMPACT advisory division, designed to bridge the gap between research and real-world execution. The model helps companies deliver highly tailored, locally relevant strategies that translate insights into actionable outcomes.
The Riyadh office serves as WHYFIVE’s key hub for building local expertise, enabling the company to tailor its global research approach to Saudi Arabia’s consumer landscape and business priorities.
“Our work is deeply rooted in consumer psychology, culture, and human behavior. The tools, approaches, and frameworks we use are shaped by these factors—they're the core of our business and the science behind what we do. Having a local presence allows us to customize what we offer based on a deeper understanding of Saudi culture and the local market," remarked Raed Omar, Associate Director at WHYFIVE.
Building a Long-Term Presence in Saudi Arabia
As WHYFIVE transitioned from serving Saudi remotely to building a permanent presence on the ground, WHYFIVE partnered with AstroLabs to streamline company setup and operational requirements, enabling the team to focus on seizing new opportunities and building a stronger market position.
“We explored setting up independently and spoke with several local business setup providers, but we didn't feel comfortable. Once we learned about AstroLabs, we were convinced they were the right partner,” said Sulaye. “They handled everything, from company setup and administration to accounting. This has allowed us to focus on growing the business and serving our clients.”
Looking ahead, WHYFIVE is expanding its newly launched Insights Community proposition in Saudi Arabia, introducing an agile, digital research solution that delivers real-time, contextual insights into everyday consumer life.
More than a traditional research tool, the platform fosters ongoing two-way conversations with consumers, enabling brands to build deeper customer empathy and engage directly with people in their natural environments. By capturing in-the-moment feedback, lived experiences, and evolving behaviors as they happen, Online Communities provide a richer, more nuanced understanding of consumer needs, motivations, and decision-making.
According to Omar, the platform is already helping international brands refine go-to-market strategies through deeper insights into Saudi consumer lifestyles.
Having received positive feedback from clients in the Kingdom, WHYFIVE is now focused on increasing awareness of the methodology and accelerating its adoption across the market.
WHYFIVE MENA’s newly appointed CEO, Kurt Thompson, concludes. “I couldn’t be more delighted to join WHYFIVE as we are embarking on our journey in Saudi Arabia. There are few places in the world that show the vision and ambition that we see in the Kingdom; you can feel the dynamism in the air. We are excited to have the opportunity to partner with companies and brands, both local and international, to decode the evolving needs of the Saudi people, helping them navigate this vibrant market with data-driven confidence. By providing deep consumer insights, we aim to actively fuel the Kingdom’s Vision 2030 and support local businesses in championing the aspirations of the Saudi population.”
The company’s officials credit AstroLabs’ Network and introductions with helping WHYFIVE expand its client base and sharpen its understanding of the Saudi market.
“Relationship building is an ongoing process. It's one of our main priorities during our first two to three years in Saudi Arabia as we establish ourselves in the market. We're investing heavily in networking, attending industry events, and working closely with AstroLabs, whose introductions and ecosystem have helped us connect with new clients,” Omar remarked.
“We don’t want to be viewed as just another international company entering the market. We want to be part of the local culture and community. Since our work is centered on understanding people, it’s important that we become part of the society we serve,” he added.
WHYFIVE’s long-term growth strategy in Saudi Arabia is aligned with Vision 2030, with a focus on building local capability and serving priority sectors across the Kingdom.
“One pillar of our strategy is hiring the right local talent. Another pillar is targeting priority sectors under Vision 2030, such as tourism, as well as governmental and PIF-related organizations,” Thompson said, adding that the company has already hired its first Saudi employee and plans to expand its local team to around five people by the middle of next year.
The company also advises governments and organizations on aligning their KPIs with the Sustainable Development Goals (SDGs), thereby strengthening their competitiveness while supporting broader national development objectives.
WHYFIVE’s Saudi expansion journey reinforces that successful market entry is about more than establishing a local presence. Long-term success comes from investing in relationships, understanding the Kingdom's cultural landscape, and becoming an active part of its business ecosystem.
“Companies entering Saudi Arabia need to invest time in understanding the local culture, consumer behavior, and even the Saudi sense of humor,” Sulaye noted. “A rigid market-entry strategy won't work—you need a human-centered approach.”