Why WHYFIVE Chose Saudi Arabia for Its Next Phase of Growth

Discover how Belgium-based consumer insights consultancy WHYFIVE expanded into Saudi Arabia to meet growing demand, localize its research capabilities, and support businesses under Vision 2030.

As Saudi businesses compete for increasingly sophisticated audiences, consumer intelligence is emerging as a critical tool for developing products, improving customer experiences, and supporting long-term growth.

Belgium-based consumer insights and strategy consultancy WHYFIVE is responding to this growing demand by setting up a presence in Saudi Arabia, helping organizations turn consumer research into practical business strategies.

Expanding Consumer Intelligence in Saudi Arabia

WHYFIVE’s connection to the Saudi market predates its Riyadh office. Since 2015, the company has served clients across the Gulf and wider MENA region from its Dubai hub, working with international businesses and Saudi organizations across a range of industries.

Among its notable projects was an engagement with the Royal Commission for AlUla (RCU), which involved international research into traveler behavior.

“Expanding into Saudi Arabia was a natural step for us. We have long supported both international clients and Saudi organizations, including Almarai and the Royal Commission for AlUla,” said Ahmed Sulaye, Executive Director of WHYFIVE MENA. “As demand continued to grow from local Saudi clients as well as global companies entering the market, we saw the need to establish a permanent local presence and team in the Kingdom.”

Since establishing its presence in the Kingdom, WHYFIVE has introduced its IMPACT advisory division to connect consumer research with practical execution. The division is designed to help organizations develop customized strategies based on locally relevant consumer insights and turn those insights into measurable business outcomes.

Its Riyadh office now serves as a local base for adapting WHYFIVE’s global research capabilities to the Saudi market, allowing the company to provide more market-specific solutions to organizations operating across the Kingdom.

“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 KSA.

“For example, we are currently localizing one of our global banking solutions for the Saudi market, equipping banks with deeper insight into customer needs and decision-making behavior,” he added.

Capturing Real-Time Consumer Behavior in Saudi Arabia

As part of its growth strategy, WHYFIVE is also expanding its Online Communities platform in Saudi Arabia. The digital research solution is designed to provide companies with agile, real-time insights into consumers’ everyday experiences and behaviors.

Rather than relying solely on conventional question-and-answer research, the methodology captures consumer experiences as they happen.

This provides businesses with a more detailed view of how people behave, make decisions, and interact with products and services in their daily lives.

According to Omar, the platform has already supported a European company in adapting its go-to-market strategy by providing deeper insight into Saudi consumer lifestyles.

Following positive client feedback in the Kingdom, WHYFIVE is now working to increase awareness of the methodology and encourage broader adoption of digital consumer research across Saudi Arabia.

Setting Up a Business in Saudi Arabia With Local Support

Moving from serving Saudi clients remotely to establishing a permanent operation required WHYFIVE to navigate the Kingdom’s company setup and administrative requirements. To simplify this process, the company partnered with AstroLabs, the Gulf’s leading business setup and growth platform. This approach has allowed its team to concentrate on business development and client delivery.

“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.”

With its local operations established, WHYFIVE is now focused on strengthening its position within Saudi Arabia’s business ecosystem. The company is participating in industry events, executive roundtables, and networking initiatives to develop relationships and build its profile among local stakeholders.

WHYFIVE’s team also points to the AstroLabs Network and its introductions as important factors in expanding the company’s client base and gaining a deeper 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 consumers, it’s important that we become part of the society we serve,” he added.

WHYFIVE’s Saudi Expansion Strategy Under Vision 2030

WHYFIVE’s longer-term strategy in Saudi Arabia is closely aligned with Vision 2030, with a focus on developing local capabilities and working with sectors that are central to the Kingdom’s economic transformation.

“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,” Sulaye 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.

Beyond consumer research, WHYFIVE also works with governments and partner organizations to align their KPIs with the Sustainable Development Goals (SDGs). This approach aims to strengthen organizational competitiveness while contributing to wider national development priorities.

WHYFIVE’s expansion illustrates how international companies can move from serving Saudi clients remotely to establishing a long-term presence in the Kingdom.

For consumer intelligence firms in particular, building a sustainable operation requires more than setting up a local office. Understanding Saudi consumers, developing trusted relationships, investing in local talent, and engaging with the wider business ecosystem are all essential to long-term growth.

“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.”

WHYFIVE MENA’s newly appointed CEO, Kurt Thompson, added: “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.”