Report Coverage
This report focuses on the market research industry and includes information on the state of the industry, major players and trends and the factors that influence the industry including the effect of the coronavirus pandemic There are profiles of 30 companies including local branches of multinationals such as Ipsos, Nielsen and Kantar, local companies such as Plus 94, Quest Research and Mictert and small companies including Khumbula Consulting and Thetha Insights.
Introduction
The annual turnover of the South African market research industry was R3.5bn in 2019, according to the European Society for Opinion and Marketing Research (Esomar). The most promising technological advancements driving the industry are being made in artificial intelligence, machine learning and automation. The efficient use of these tools is expected to reduce costs, increase efficiency and result in higher turnover. The Southern Africa Market Research Association (Samra) estimates that if the insights industry, which uses data to collect information, is included, the value of the industry would more than double to R7bn. It is difficult to predict how the coronavirus crisis will affect the industry.
Strengths
• Availability of infrastructure for marketing research.
• New, accessible technology such as smartphones supporting the industry.
• Strong professional trade organisation.
Weaknesses
• Domination by large multinational companies that get most of the research work available.
• Skills shortage of professional, experienced market researchers.
Opportunities
• Expansion into insights research and data science, along with adjacent marketing services such as customer engagement, enterprise feedback management and customer advocacy.
• Government recognition of the lack of research skills.
• High growth in market research industry in the rest of Africa.
• Use of new technology such as video analysis, eye tracking and voice recognition technology. Machine automation and artificial intelligence continue to develop.
• With smartphones proliferating, mobile market research becomes a viable research tool.
Threats
• Companies are noting decline in work commissioned due to coronavirus.
• Companies will have to make the shift from traditional to innovative (insights) approaches.
• Face-to-face interviews, the most used method in southern Africa and Africa, are threatened by coronavirus.
• Introduction of data protection regulations will make getting data more difficult.
• The emergence of user-friendly research tools which can result in market research clients conducting their own research.
Outlook
The South African market research industry is still largely traditional, and according to Ask Afrika’s CEO, Andrea Rademeyer, “data collection is still a large part of the industry”. To be competitive, research companies need to embrace digital transformation and fast turnaround times to factor in reduced client budgets and limited opportunity for face-to-face interviews since the outbreak of coronavirus. The Protection of Personal Information Act will have a significant impact on the collection of data. Rather than having a lengthy database of random contacts, companies will need to invest in smaller databases of specially recruited people. All research methods including the rapidly growing mobile market research sub-sector will be affected by the legislation. As technology advances, research opportunities in Africa continue to expand. However, the uncertainties around coronavirus make forecasting difficult.
The Market Research Industry in South Africa
2020
Full Report
R 1 900.00(ZAR) estimated $105.97 (USD)*
Industry Landscape
R 1 330.00(ZAR) estimated $ 74.18 (USD)*
Historical Reports
The Market Research Industry in South Africa 2018-06-04
R 1 900.00(ZAR) estimated $105.97 (USD)*
View Report Add to CartThe Market Research Industry in South Africa 2015-07-28
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View Report Add to CartTable of Contents
[ Close ]| PAGE | ||
|---|---|---|
| 1. | INTRODUCTION | 1 |
| 2. | DESCRIPTION OF THE INDUSTRY | 1 |
| 2.1. | Industry Value Chain | 4 |
| 2.2. | Geographic Position | 4 |
| 3. | SIZE OF THE INDUSTRY | 4 |
| 4. | STATE OF THE INDUSTRY | 5 |
| 4.1. | Local | 5 |
| 4.1.1. | Corporate Actions | 7 |
| 4.1.2. | Regulations | 8 |
| 4.1.3. | Enterprise Development and Socio-Economic Development | 9 |
| 4.2. | Continental | 10 |
| 4.3. | International | 12 |
| 5. | INFLUENCING FACTORS | 14 |
| 5.1. | Economic Environment | 14 |
| 5.2. | Input Costs | 15 |
| 5.3. | Technology, Research and Development (R&D) and Innovation | 15 |
| 5.4. | Labour | 16 |
| 5.5. | Environmental Concerns | 17 |
| 5.6. | Coronavirus | 17 |
| 6. | COMPETITION | 18 |
| 6.1. | Barriers to Entry | 19 |
| 7. | SWOT ANALYSIS | 19 |
| 8. | OUTLOOK | 20 |
| 9. | INDUSTRY ASSOCIATIONS | 20 |
| 10. | REFERENCES | 21 |
| 10.1. | Publications | 21 |
| 10.2. | Websites | 21 |
| APPENDIX 1 | 22 | |
| Summary of Notable players | 22 | |
| COMPANY PROFILES | 25 | |
| ACNIELSEN MARKETING AND MEDIA (PTY) LTD | 25 | |
| AFRICAN RESPONSE (PTY) LTD | 27 | |
| ASKAFRIKA (PTY) LTD | 29 | |
| BATELEUR BRAND PLANNING (PTY) LTD | 31 | |
| BMI RESEARCH (PTY) LTD | 33 | |
| BMI TECHKNOWLEDGE GROUP (PTY) LTD | 35 | |
| BUREAU OF MARKET RESEARCH (THE) (DIVISION OF UNIVERSITY OF SOUTH AFRICA) | 37 | |
| COLUMINATE (PTY) LTD | 40 | |
| CONSULTA (PTY) LTD | 43 | |
| CONSUMER INSIGHT AGENCY (PTY) LTD | 44 | |
| D MILLER | 46 | |
| DATAORBIS (PTY) LTD | 47 | |
| DUNNHUMBY SOUTH AFRICA (PTY) LTD | 49 | |
| EYES AND EARS MARKETING SERVICES CC | 50 | |
| FINDLAY RESEARCH ASSOCIATES (PTY) LTD | 52 | |
| GFK SOUTH AFRICA (PTY) LTD | 53 | |
| INSTANT GRASS INTERNATIONAL YOUTH AGENCY (PTY) LTD | 54 | |
| IPSOS (PTY) LTD | 56 | |
| KANTAR SOUTH AFRICA (PTY) LTD | 58 | |
| KAUFMAN LEVIN ASSOCIATES (PTY) LTD | 60 | |
| KHUMBULA CONSULTING (PTY) LTD | 62 | |
| MARKETING SCIENCE (PTY) LTD | 64 | |
| MERAKI RESEARCH (PTY) LTD | 66 | |
| MICTERT MARKETING RESEARCH CC | 68 | |
| PLUS 94 RESEARCH (PTY) LTD | 70 | |
| QUEST RESEARCH SERVICES (PTY) LTD | 72 | |
| RELX (PTY) LTD | 74 | |
| THETHA INSIGHTS (PTY) LTD | 76 | |
| TOPLINE RESEARCH SOLUTIONS CC | 78 | |
| UCT UNILEVER INSTITUTE OF STRATEGIC MARKETING | 80 |
