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MRF’s MAPS quarterly 9 month data released

The Marketing Research Foundation (MRF) is pleased to announce that the next quarter’s Marketing All Product Survey (MAPS) data, fieldwork period of July 2020 to March 2021, is available to subscribers and their agencies from 30 June 2021.

“The MRF Research Committee has meticulously scrutinised the next quarterly instalment of demographic, intermedia, behavioural, product and brand data and has given their stamp of approval,” says MRF’s CEO, Johann Koster. “Nine months’ worth of single source, geo-codable MAPS data is now available to subscribers and their agencies.”

Subscribers, with many providing their own marketing questions in the survey, will now have a sample of 15 000 to analyse all market segments to determine the age-old marketing questions of ‘what’, ‘where’, ‘when’ (well, that’s until March 2021 right now) and ‘how much’.

During the fieldwork period 15 030 interviews were conducted, 7792 diaries collected, 1880 Economic Area’s (EA) visited with 3942 backchecks completed which has resulted in a world class, fully comprehensive and robust dataset.

“We’re enthusiastic to go back into the field to start the next quarter of data, but that is of course dependent on the easing of current Lockdown restrictions,” concludes Koster. “It’s an extremely exciting prospect to know that we are only one quarter away from a full year’s worth of data, with results expected to be released in October this year.

Thank you once again to all our subscribers and committees for the continuous support and valuable input.”

For additional information on MAPS - http://mrfsa.org.za/maps/

Social Media: Facebook -      https://www.facebook.com/MRFSouthAfrica/

LinkedIn -        https://www.linkedin.com/company/mrfsa

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MAPS 9-month data to be released in June

The Marketing Research Foundation (MRF) is pleased to announce its quarterly release of the Marketing All Product Survey (MAPS). The next release encompasses nine-month data (July 2020 to March 2021) and will be released towards the end of June 2021 before fieldwork continues for the first full year dataset, set for release in October.

“The data collection for the first quarter of 2021 has been completed and is currently being verified in preparation for the MRF’s scrutiny process,” says MRF’s CEO, Johann Koster. “I can confirm that this is an intensive task that tests the integrity and stability of the data, which is managed by the MRF Research Committee.”

Just as the MAPS Wave 1 data was completed, the data will be prepared for final release together with the data tree going to the software bureaux beforehand enabling subscribers and their agencies access to the updated data. The exact release date will be confirmed at a later stage by the MRF.

Data from Wave1 (July – Dec 2020 fieldwork period) was presented to subscribers on 18 March and to the broader industry on 25 March this year. “We are exceptionally pleased that the results have been so well received and feedback from subscribers has all been very positive,” confirms Koster. “I would also like to thank Plus94 Research for the sterling and professional work put in to complete, and the continuation of the MAPS fieldwork.”

“Conducting research during the global pandemic was challenging but it will be interesting to see how the consumer’s behaviour changed from the release of the first wave to the results of the 4th quarter,” says Virginia Hollis, the MRF’s Board Chairperson. “Notwithstanding the hurdles MAPS’s fieldwork faced during Covid, we and our subscribers are confident that this data will have a great impact in the daily planning and strategic focus of our marketers and agencies.”

Currently, the MRF is in the process of reviewing both the MAPS face to face questionnaire and branded diary. The first six-month fieldwork period and data release has afforded the MRF the opportunity to gauge the performance of the questionnaire in field as well as the data that has resulted. These learnings will be applied to improve the MAPS questionnaire.

Over and above the learnings taken from the results to date, MAPS subscribers were asked to send proposals of what changes they would like to see in the questionnaire, and excellent feedback was received.  These proposals will now be considered by the Research Committee over the next couple of weeks, when the questionnaire will be finalised for fieldwork starting on the 1st July 2021.

“Fieldwork for the second quarter of 2021 has progressed well and we aim to release that data in October 2021 which will be the first full twelve-month dataset with quarterly updates continuing every three months thereafter,” concludes Koster.

“We look forward to sharing the updated MAPS quarterly data next month and getting the fieldwork started for the very first iteration of our full year dataset.”

For additional information on MAPS - http://mrfsa.org.za/maps/

Social Media: Facebook -      https://www.facebook.com/MRFSouthAfrica/

LinkedIn -        https://www.linkedin.com/company/mrfsa

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The MRF announces first MAPS data

The Marketing & Research Foundation (MRF) is pleased to announce the availability of the latest Media and Product Survey (MAPS) data, the most comprehensive brands and products research in South Africa. The MRF will be hosting a virtual webinar to introduce MAPS to the media, marketing and advertising industry on Thursday, 25 March 2021.

“This is the first iteration of the MAPS data that encompasses six months of data, July through to December 2020,” says CEO, Johann Koster. “Through MAPS, subscribers and their agencies will have access to some of the most comprehensive brand and product research, being able to track more than 1500 brands, including FMCG, appliances, retail and clothing outlets and fast food/casual dining categories to name a few.”

Not only does MAPS cover products and brands, but also includes intermedia comparisons and a host of consumer behaviour measures. The questionnaire has been modernised and re-engineered to marketer’s current needs, making it a big step-up from the old AMPS. There are several innovations in the new data such as insight into multi-platform behaviour and decision-making questions while the survey is geo-codable to enable a regional view of the data.

Some new metrics have also been included for the first time. These include details on stokvels – their participation, usage and profiles of the participants; liquor purchases – brands, outlets and consumption; malls – preferred malls and frequency of visits, brand loyalty and online purchase patterns. According to Koster, liquor consumption, particularly in the context of the pandemic makes for some very interesting reading!

MAPS 6 Months data introduction to the industry

Where:            Virtual Webinar – https://us02web.zoom.us/j/81883994987?pwd=UVdhOEdXMzBzUlV0SnkxWWRkeW1Fdz09 (Passcode: 274861)

Date:               Thusday, 25 March 2021

Time:               Webinar will start at 10:00

“The new survey and resulting data ushers in the return of insights and comparisons in a single timeframe across products, brands, media interaction and a host of consumer behaviour and beliefs,” concludes Koster. “We look forward to seeing everyone online on 25 March at 10:00 as we introduce the hottest research since, well, ever!”

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook –      https://www.facebook.com/MRFSouthAfrica/

LinkedIn –        https://www.linkedin.com/company/mrfsa

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