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The Market Research Sector in South Africa
This report focuses on the market research industry in South Africa which is expected to contribute more than R8.1bn to the economy during 2015. The most recent European Society for Opinion and Marketing Research (ESOMAR) report estimates there are 3,825 permanent and temporary staff employed in the local market research sector. The industry is dominated by local subsidiaries of large international firms such as Nielsen Marketing & Media, TNS Research Surveys, Millward Brown South Africa, Synovate and Markinor t/a Ipsos Markinor.
A Changing Sector
The impact of the Internet on the market research industry has been profound and stakeholders realise there are two options: to remain the same and lose relevance; or to adapt the new technologies and move forward. The adoption of new methods for conducting mobile and online surveys, the use of neuroscience and the exploitation of information using new digital technologies and social networks are vital in the bid to increase market share. As a result of the high economic growth experienced in sub-Saharan Africa, growth in the regional market research sector market is also forecast, which is likely to benefit South African-based companies.
The report on the South African market research sector focuses on recent developments, the impact of digital technologies and factors influencing the success of the industry. The report profiles 19 companies based in South Africa, including market leader ACNielsen Marketing & Media (Pty) Ltd, which has seven branches countrywide and employs 335 permanent and 450 temporary staff, and South African company Bateleur Khanya Research Solutions (Pty), which has seven permanent employees and uses the services of 700 market researchers on a temporary basis.