MARKETING RESEARCH FOUNDATION RELEASES POPULATION UPDATED AMPS 2016

Johannesburg, 4 September 2017:

The new Marketing Research Foundation (MRF) is pleased to announce the release of an update to the AMPS 2015 database using the 2016 SA Population statistics. This should come as great news to marketers and their agencies. Since the release of the final AMPS survey for the full 2015 year, brand owners and media agencies have not had single source data that relates to current population figures. This has resulted in media planning based on a snapshot of the South African market as it was two years ago.

Following the support from a significant number of South Africa’s top advertisers for a new subscription based replacement for AMPS, the MRF has been hard at work preparing for the replacement for AMPS – to be called MAPS – to be available from mid-2018. In parallel with that work, the MRF decided to commission an update to the final AMPS survey, reweighting the datafiles to the most current 2016 population estimates as provided by IHS, which had traditionally provided the annual population estimates for the AMPS® releases. This bridge between AMPS and MAPS is available to marketers and agencies free of charge.
The new MAPS survey will build on the legacy of AMPS, but with an enhanced consumer based product and brand focus. It will be a fully national single source study built and controlled by marketers, independent of any research house or media owner interests. It will also contain exciting additional elements that will give marketers deeper insights into consumer attitudes and behaviour towards brands, and powerfully enhanced segmentation based on marketers needs.

With the demise of AMPS, and MAPS only being released in 2018, there would be a three-year data gap for marketers. The 2016 population updated AMPS thus provides something of a bridge as an interim measure leading to the first release of MAPS. It gives a clearer picture of population shifts, and brings the AMPS data more in line with current media currency data. This update will also result in MAPS data with more stable population shifts than would have been the case after a 3-year period.
The application of the 2016 year-end population update to the 2015 AMPS® (which was based on 2015 mid-year statistics) results in an 18-month period between population updates, and population shifts are thus indeed larger than previously seen. This new release reveals a 4.0% increase in the AMPS® Universe of 15+. The population has grown by 1 519 000 adults from 38 259 000 to 39 778 000. Users should note that changes in market shares therefore only reflect the trended updated population, and are not real brand movements, as the base survey data is obviously unchanged.

The AMPS 2016 update is available with immediate effect from the usual market research software houses. Brands that have not yet indicated their interest in the new MAPS survey are invited to do so by contacting the MRF. Email us on mrf@mrfsa.co.za.

Note:
The Marketing Research Foundation (Formerly SAARF) is an independent non-profit company, acting as the custodian and repository of research expertise for marketers and their advertising industry partners. Its main objectives are to establish, commission and manage comprehensive, valid, reliable, and continuous consumer behaviour research, surveys, investigations and reports that provide data for targeting and segmentation, as well as multi-product/brand usage and multi-media information that reflects the totality and complexity of the South African society.
Issued by the Marketing Research Foundation (MRF)
For more information contact:
Greg Garden
Tel: 011 463 5340
Mobile: 082 902 3328
Greg.Garden@marketingsa.co.za

New consumer-centric industry research initiative takes off

Johannesburg, 2 August 2017:

Support for the new research initiative has received resounding support from the majority of county’s main advertisers. This is according to Greg Garden, CEO of The Marketing Association of South Africa, and Director of the Marketing Research Foundation (MRF). He advised that funding for the new research initiative has significantly exceeded minimum viability levels.

The new AMPS will be called MAPS, and will be available on a subscription basis and the first report will be published by mid-2018. The goal of MAPS is to create consumer centric research to provide insights and understanding of daily consumer behaviour, decision making and product and brand consumption. The research results will be primarily used to deepen consumer understanding, for target marketing, and as the basis for the planning of media space and time. Garden says that the MRF wishes to build on the world class foundation and legacy of AMPS whilst embracing new thinking and new methods and changing what is no longer optimal to arrive at growing, living dynamic research that fulfils the MAPS goals. the new MAPS?

The process of appointing suppliers for the new research is already at an advanced stage, with several research companies currently working on the MRF’s Request for Proposal. The MRF also wishes to work with the best available specialists, and play a catalytic role in skills transfer and transformation in the Market Research industry.

The Chair of the MRF, Virginia Hollis, announced that given the positive response to the new research, the MRF had decided to commission an update to the AMPS 2015 database using the 2016 population figures. The ‘AMPS 2016 Update’ will be available from the beginning of September. In celebration of the launch, the MRF will make the AMPS Update available free of charge to marketers and agencies. However, Hollis said that MAPS will only be available to subscribers. Full details are available at www.marketingresearchfoundation.co.za, or from mrf@mrfsa.co.za.

Ends
Note to editor:

The Marketing Research Foundation (Formerly SAARF) is an independent non-profit company, acting as the custodian and repository of research expertise for marketers and their advertising industry partners. Its main objectives are to establish, commission and manage comprehensive, valid, reliable, and continuous consumer behaviour research, surveys, investigations and reports that provide data for targeting and segmentation, as well as multi-product/brand usage and multi-media information that reflects the totality and complexity of the South African society.

Issued on behalf of Marketing Research Foundation (MRF)

Issued by: Bridget von Holdt
Burson-Marsteller
Tel: 011 480 8680
Mobile: 0826100650
Bridget.vonholdt@bm-africa.com