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The Market Research Industry in South Africa
BY Kate Shand
South Africa
15 September 2020
R 14 400.00 (ZAR)  
estimated $ 872.54 (USD) *
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Market Research Industry


The use of artificial intelligence, machine learning and automation is expected to reduce costs, increase efficiency and result in higher turnover in the market research industry. The main clients for market research are manufacturing (consumer non-durables), financial and insurance, and information and telecommunications and ICT companies. During poor economic conditions, market research companies may make their research freely available to market themselves and get new clients. This practice is on the increase and may end up being detrimental to the sector. Coronavirus is expected to have a major effect on the industry as economic challenges may see companies reduce spending in areas such as market research. The market research industry in Africa is expected to be hard hit, particularly in countries which predominantly rely on face-to-face interviews.


Technology and Innovation


There has been growth in digital and data analytics in the market research sector. Due to social media and ubiquitous mobile devices, it has become easier and faster for market researchers to reach out to more people than ever before. This has led to more insights being generated, leading to a better understanding of customers. However, it has also led to more intrusive behaviour on the part of the market researchers, who often breach personal spaces and privacy. Market research companies are increasingly using advanced research technologies to produce insights including eye tracking, video analysis and voice technology, blockchain, data automation, artificial intelligence and machine learning.


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.


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