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...