ROOTS, South Africa’s largest urban and community level quantitative survey, is in field ahead of its release in the first quarter of 2016. The ROOTS survey has been conducted since 2001 and a large portion of the question set has remained relevant, allowing for a trending of data and the opportunity to see changes in the marketplace over the last 14 years. However, ROOTS research has shown that growth is coming from the emerging market and this has served as motivation to expand the survey.
“This year, we have included additional areas and more questions relating to digital media consumption,” explains Samu Makhathini, NAB’s research and insights manager. ROOTS 2016 is surveying over 150 areas, up from 115 in the 2013 survey; these additional areas will result in the study having the highest township sample in South Africa.
What has emerged from this year’s survey is individual stories. “Too often we rely on generalised averages and overview data, but South Africa is extremely diverse and does not have a single story of averages and stereotypes to tell,” says Makhathini.
Understanding the difference in diverse geographic areas is crucial when developing marketing strategies and this is where ROOTS delivers the local micro communities. “With the data collected this year, we will be able to provide our clients with the individual stories of the South African urban landscape, giving them insights into a buyer’s reading, shopping behaviour and leisure pursuits at community level,” continues Makhathini.
“It appears that geography is a far more valuable segmentation tool than demography. By getting to know these areas through these individual stories ROOTS will give marketers, retailers and media agencies the ability to tailor their marketing messages to these areas.”
Through ROOTS, geographical catchment areas can be defined and analysed. As ROOTS “zooms into” these areas, clients can employ geo-targeting, tailor their products to, and grow their presence within, these markets. Similar, NAB will be able to tailor its content in order to drive traffic to its various platforms.
“We are very excited to have the data ready for our clients in March 2016. With these insights, NAB will be able to develop better products to serve these markets and add value to our clients’ growth strategies within them,” concludes Makhathini.
