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The Market Research Industry
BY Tasara Mazorodze
South Africa
28 July 2015
R 2 040.00 (ZAR)  
estimated $ 159.73 (USD) *
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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.


Report Coverage


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.


Page
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Chain 2
2.2. Geographic Position 3
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 and Government Programmes 7
4.2. Continental 8
4.3. International 9
5. INFLUENCING FACTORS 10
5.1. Economic Environment 10
5.2. Labour Resources 11
5.3. Information Technology 11
5.4. Environmental Concerns 12
5.5. Government Intervention 12
5.6. Rising Input Costs 13
5.7. Cyclicality 13
6. COMPETITION 14
6.1. General 14
6.2. Technology, Research and Development (R&D) and Innovation 14
6.3. Barriers to entry 16
7. SWOT ANALYSIS 16
8. OUTLOOK 17
9. INDUSTRY ASSOCIATIONS 17
10. REFERENCES 18
10.1. Publications 18
10.2. Websites 18
COMPANY PROFILES 19
ACNIELSEN MARKETING AND MEDIA (PTY) LTD 19
ADDED VALUE GROUP (PTY) LTD (THE) 22
AFRICAN RESPONSE (PTY) LTD 24
ASKAFRIKA (PTY) LTD 26
BATELEUR BRAND PLANNING (PTY) LTD 28
BMI TECHKNOWLEDGE GROUP (PTY) LTD 30
BUREAU OF MARKET RESEARCH (THE) (DIVISION OF UNIVERSITY OF SOUTH AFRICA) 32
CONSUMER INSIGHT AGENCY (PTY) LTD 34
FINDLAY RESEARCH ASSOCIATES (PTY) LTD 36
INSTANT GRASS TREND FORECASTING CC 37
IPSOS (PTY) LTD 39
MARKETING SCIENCE (PTY) LTD 41
MARKINOR (PTY) LTD 43
MICTERT MARKETING RESEARCH CC 45
MILLWARD BROWN SOUTH AFRICA (PTY) LTD 47
TNS RESEARCH SURVEYS (PTY) LTD 49
UCT UNILEVER INSTITUTE OF STRATEGIC MARKETING 51
UM JWALI MARKET RESEARCH (PTY) LTD 53