New consumer-centric industry research initiative takes off

Support for the new research initiative has received resounding support from the majority of county’s main advertisers. This is according to Greg Garden, CEO of The Marketing Association of South Africa, and Director of the Marketing Research Foundation (MRF). He advised that funding for the new research initiative has significantly exceeded minimum viability levels.


The new AMPS will be called MAPS, and will be available on a subscription basis and the first report will be published by mid-2018. The goal of MAPS is to create consumer centric research to provide insights and understanding of daily consumer behaviour, decision making and product and brand consumption. The research results will be primarily used to deepen consumer understanding, for target marketing, and as the basis for the planning of media space and time. Garden says that the MRF wishes to build on the world class foundation and legacy of AMPS whilst embracing new thinking and new methods and changing what is no longer optimal to arrive at growing, living dynamic research that fulfils the MAPS goals. the new MAPS?

The process of appointing suppliers for the new research is already at an advanced stage, with several research companies currently working on the MRF’s Request for Proposal. The MRF also wishes to work with the best available specialists, and play a catalytic role in skills transfer and transformation in the Market Research industry.

The Chair of the MRF, Virginia Hollis, announced that given the positive response to the new research, the MRF had decided to commission an update to the AMPS 2015 database using the 2016 population figures. The ‘AMPS 2016 Update’ will be available from the beginning of September. In celebration of the launch, the MRF will make the AMPS Update available free of charge to marketers and agencies. However, Hollis said that MAPS will only be available to subscribers. Full details are available at, or from

Note to editor:

The Marketing Research Foundation (Formerly SAARF) is an independent non-profit company, acting as the custodian and repository of research expertise for marketers and their advertising industry partners. Its main objectives are to establish, commission and manage comprehensive, valid, reliable, and continuous consumer behaviour research, surveys, investigations and reports that provide data for targeting and segmentation, as well as multi-product/brand usage and multi-media information that reflects the totality and complexity of the South African society.

Issued on behalf of Marketing Research Foundation (MRF)

Issued by: Bridget von Holdt
Tel: 011 480 8680
Mobile: 0826100650

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