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After a delay in fieldwork due to COVID-19, the first round of MAPS findings has been shared with subscribers.

Johannesburg 10 November 2020 — MAPS is a survey focused on South African consumer insights developed by the Marketing Research Foundation, in partnership with Plus 94 Research. Built on AMPS, it includes product and brand research, and the data is available on an exclusive basis to its subscribers.

The survey will have an annual sample of 20 004, with respondents who are 15 years and older across all nine provinces. The sample design was conducted by Prof Khangelani Zuma, together with AfricaScope.

The MAPS fieldwork is divided into four 3-month cycles, and the first cycle was concluded in September. After a delay in the onset of fieldwork due to the level 5 national lockdown in March 2020, the first set of preliminary findings were presented to the MAPS subscribers on 29 October.

“If one were to give the work, so far, a title it would have to be ‘perseverance under trying circumstances,’” says Sifiso Falala, CEO of Plus 94 Research. “This work would not have been possible without the unflinching support of all those involved, but especially the MRF board, management team and technical committee.”

The preliminary findings provide MAPS subscribers with an opportunity to have a first look at the data gathered under the national lockdown. This provides a unique opportunity to analyse consumer patterns in these unprecedented conditions. The first two cycles of fieldwork will be concluded in December 2020; thereafter trending data patterns and segmentation analyses will be released.

“For us at Plus 94, the release of the results is a watershed moment, and one that will endure forever in our memories given the context of a year with so much we wish we could erase from our memories. Congratulations to the MRF and all subscribers for having the courage and the vision to put a significant stake in the ground in a year that prompted so much pessimism,” adds Falala.

A host of changes were implemented in the questionnaire as MAPS launched its inaugural wave of fieldwork. Additions to the MAPS survey included questions surrounding stokvels, streaming services and online shopping.

The survey aims to provide comprehensive product and lifestyle insights for marketing and media planning professionals. Amongst other insights, MAPS looks at how South Africans are accessing media and their household purchasing behaviour.

For more information on the MAPS survey, please contact Marie Rossouw at mrf@mrfsa.co.za.

Plus 94 Research is a market research company with over two decades of experience. It is committed to providing actionable market research solutions to its customers, achieved through uncompromising professionalism, commitment and integrity. Plus 94 Research is a member of various market research groups such as SAMRA, PAMRO, ESOMAR and AIRON.