The new marketing research initiative proposed by the bodies that make up the South African Audience Research Foundation (SAARF) “has received widespread support from the country’s major marketers and will go ahead”.
That’s according to a release from the organisations, which include the Marketing Association of SA (MA(SA)), the Advertising Media Forum (AMF), and the Association for Communications and Advertising (ACA). The research is designed to replace the defunct AMPS.
“To date, brand owners representing annual ad spend of just on R12 billion have given their in-principle intent to subscribe to this initiative, and the minimum level of support needed to make the initiative viable has thus been comfortably exceeded,” the statement said.
And it continues, “As a result of this tremendous support and the confirmation of the viability of the project, the member bodies of SAARF will proceed with formalising the proposed new research product.”
Aside from the new research going ahead, SAARF will be replaced by a new Marketing Research Foundation (MRF) to be the custodian and driver of this initiative.
MA(SA) CEO Greg Garden praised and thanked the marketers and companies who indicated their support for this project, and for wanting to be a part of the solution to “filling the significant gap that exists in consumer based national product and brand research”. “We truly appreciate your vision and support, and look forward to working with you to make this happen” he said.
SAARF chairman Virginia Hollis announced that a detailed project plan is now in preparation, and all potential subscribers will be given the opportunity to participate in the finalisation of the new research. This will include agreeing on a RFP to market research companies. She confirmed that “the upcoming SAARF Annual General Meeting on 6 June will mark the change of SAARF to the new Marketing Research Foundation. All participants in the new research will be invited, and the process to bring the AMPS replacement product to life will be put in place”.
Garden also confirmed that the drive to bring even more participants on board, and thus potentially reduce the individual subscriber cost, will continue. “Any additional potential subscribers who express their intent ahead of the upcoming AGM will be included in the process, but we must receive your expression of intent before the 2nd of June,” he said.
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