Beyond demographics: Qualitative research breakthroughs in South Africa

Christiane von Ulmenstein

The South African market research industry has been strongly influenced by its segregationist past, and Qualitative research is no exception.

Beyond Demographics: Qualitative Research Breakthroughs in South Africa

Christiane von Ulmenstein Relationship Marketing Group, SouthAfrica

BACKGROUND TO THE SOUTH AFRICAN MARKET RESEARCH INDUSTRY

The South African market research industry is dominated by fewer than ten major research companies offering full service market research, and also comprises of a growing multitude of small research companies offering specialist research services.

The industry has been dominated by White market researchers, and in 1994 only an estimated 4% of the members of the research industry body Southern African Marketing Research Association (SAMRA) were Black.(1)  This does not reflect the...

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