Belgium-based consumer insights and strategy consultancy WHYFIVE has expanded its global footprint by launching a new regional office in Riyadh, marking a significant step in its growth across the Middle East. The move, supported by AstroLabs—the Gulf’s leading business expansion platform—strengthens the company’s ability to meet rising demand for localized, insight-driven strategies in Saudi Arabia.
The expansion will enable WHYFIVE to offer faster, more customized support to businesses looking to refine customer journeys, enhance marketing effectiveness, and accelerate sustainable growth.
“WHYFIVE’s expansion aims to empower Saudi businesses through advanced localization, supporting the ambitions of Vision 2030. With a science-backed, cross-cultural, and impact-driven approach, WHYFIVE is redefining business evolution, offering tailored strategies to navigate digital transformation and achieve measurable growth in this key market,” said Alex Nicholls, Director of Expansion at AstroLabs.
WHYFIVE has long partnered with global and regional brands to uncover human motivations behind consumer behavior and translate these insights into strategic business impact. Addressing increasing demand from Saudi clients, the consultancy is rolling out a specialized offering under its IMPACT advisory division, positioning itself not only as an insights provider but also as a strategic partner that bridges research and execution.
“With our new office in Riyadh, we’re building a bridge between global insight excellence and the unique momentum of the Saudi market and wider GCC. Our core mission has always been to uncover the ‘why’ behind human behavior, and now, we’re tailoring our methods and tools to help brands in this dynamic region turn that understanding into real, strategic impact,” said Tom Meere, Founder and Managing Partner at WHYFIVE.
Koen De Rijcke, Partner and Managing Director – KSA, added that the Riyadh presence strengthens proximity to the audiences clients aim to reach, enabling deeper cultural relevance and richer local context while maintaining global research standards.
“WHYFIVE has maintained long-standing partnerships with Saudi-based clients and brands, and our expansion into the Kingdom is a natural progression driven by consistent demand for tailored, insight-led solutions,” said Ahmed Sulaye, Executive Director of WHYFIVE MENA. “Through our growing IMPACT advisory offering, we continue to support clients not only with robust research but also with strategic interpretation and application of insights that inform meaningful decisions.”
With established operations in Dubai and Doha, the Riyadh office becomes WHYFIVE’s third hub in the region, reinforcing the company’s commitment to delivering advanced consumer understanding and strategic consulting across the Middle East.
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