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The Market Research Industry
BY Nina Shand
South Africa
04 June 2018
R 10 080.00 (ZAR)  
estimated $ 718.97 (USD) *
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The Market Research Sector in South Africa


While the global revenue of the market research industry increased by 2.3% in 2016 to exceed US$44.5bn or approximately R560bn, the African market research industry demonstrated net growth of 22.7%. In the same year, data from the European Society for Opinion and Marketing Research (ESOMAR) indicated year-on-year growth of 17.3% for the South African market research industry, signalling an upward growth trend for the first time in five years. Despite micro and small enterprises making up 70% of the domestic sector, they generate only 20% of industry turnover.


A Lack of Transformation


The market research industry continues to be dominated by global players and a few local operators who together account for between 55% and 60% of industry turnover. Role players believe that one of the problems regarding transformation is that large multinationals are able to exploit B-BBEE legislation to achieve better B-BBEE scores. Companies focus on establishing Public Benefit Organisations and trust companies to improve their B-BBEE scores but overall there has been very little real transformation. Most companies in the sector are Small, Medium and Micro Enterprises (SMMEs) and more than 75% of South African Market Research Association (SAMRA) members have an annual turnover of less than R10m making them Exempt Micro Enterprises in terms of the B-BBEE Act.


Report Coverage


The report on the South African market research sector focuses on conditions and recent developments in the sector, the growing importance of digital technologies and other factors influencing the success of the industry. Profiles for 24 South African-based companies are provided, ranging from multinational, Kantar TNS South Africa and its local subsidiaries, Kantar Insight, Kantar Millward Brown and The Added Value Group, to local black-owned companies Plus 94 Research (Pty) Ltd, Mictert Marketing Research CC and Quest Research.


Page
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Chain 3
2.2. Geographic Position 4
3. SIZE OF THE INDUSTRY 5
4. STATE OF THE INDUSTRY 7
4.1. Local 7
4.1.1. Corporate Actions 9
4.1.2. Regulations 9
4.1.3. Enterprise Development and Social Economic Development 11
4.2. Continental 12
4.3. International 15
5. INFLUENCING FACTORS 16
5.1. Economic Environment 16
5.2. Government Initiatives 17
5.3. Protection of Personal Information Act 17
5.4. Rising Operating Costs 18
5.5. Technology, Research and Development (R&D) and Innovation 18
5.6. Labour Resources 20
5.7. Environmental Concerns 21
6. COMPETITION 22
6.1. Barriers to Entry 23
7. SWOT ANALYSIS 24
8. OUTLOOK 24
9. INDUSTRY ASSOCIATIONS 25
10. REFERENCES 25
10.1. Publications 25
10.2. Websites 26
COMPANY PROFILES 27
ACNIELSEN MARKETING AND MEDIA (PTY) LTD 27
AFRICAN RESPONSE (PTY) LTD 29
ASKAFRIKA (PTY) LTD 31
BATELEUR BRAND PLANNING (PTY) LTD 33
BMI TECHKNOWLEDGE GROUP (PTY) LTD 35
BUREAU OF MARKET RESEARCH (THE) (DIVISION OF UNIVERSITY OF SOUTH AFRICA) 37
COLUMINATE (PTY) LTD 39
CONSUMER INSIGHT AGENCY (PTY) LTD 41
DUNNHUMBY SOUTH AFRICA (PTY) LTD 43
FINDLAY RESEARCH ASSOCIATES (PTY) LTD 44
GFK SOUTH AFRICA (PTY) LTD 46
INSTANT GRASS TREND FORECASTING CC 48
IPSOS (PTY) LTD 50
KANTAR SOUTH AFRICA (PTY) LTD 52
MARKETING SCIENCE (PTY) LTD 54
MICTERT MARKETING RESEARCH CC 56
PLUS 94 RESEARCH (PTY) LTD 58
QUEST RESEARCH SERVICES (PTY) LTD 60
RELX (PTY) LTD 61
UCT UNILEVER INSTITUTE OF STRATEGIC MARKETING 63
UM JWALI MARKET RESEARCH (PTY) LTD 65