Cybertorial* Ask Afrika has launched a brand new geospatial market research tool that is set to revolutionise brand interactions with consumers going forward. It’s called GeoScope, and it allows both Target Group Index (TGI) data and any other dataset to be overlain allowing brands to visually map consumer behaviour patterns.
Ricardo Braz, Key Account Manager at Ask Afrika explains why the geospatial methodology is so effective, “It facilitates marketers in finding the patterns very quickly and it helps them understand those patterns. Especially in a country like ours where things are often very different depending on the geography and socio-demographic background, having an understanding of those patterns is crucial”. He adds that there is only so much understanding that can be gleaned from a graph or a table, and looking at things spatially gives the bigger picture. Aside from this big picture, GeoScope also allows brands to zoom into specific areas, if they wish, “We allow clients to understand an area in terms of ‘Can I go into this area? Can my brand move in there? If it can where? Which are the specific locations?’ It gives a really nice gap analysis”.
No other tool like this
Ask Afrika launched GeoScope as it saw a gap in the market. Braz explains, “There is nothing like it. When a company wants to do something that requires some sort of geographical, spatial view the only data that is really available is census. From census you can’t look into brands, into behaviours, into media consumption patterns and these are all aspects that TGI has available.” He adds that, “When you look around the world there’s actually not many other countries who have done something similar to this. So in a way we are pioneers of this.”
Multiple datasets
Ask Afrika describes TGI as the richest database currently available in South Africa, from a brand perspective, from a media perspective, and from a psychographic perspective. While using GeoScope clients will have access to this comprehensive data. But the tool also allows them to overlay any other dataset that they wish, leading to a granular geospatial view which provides spatial depth leading to peace of mind as key business decisions can be made within minutes.
The major benefit
Brand owners can pretty much ask any brand related market research question they can think of and then be shown the response geographically. This changes the game for someone wanting to launch a new product or open a franchise, for example, they can determine exactly where their target market would be most receptive and get geospatial insights into their competitors. It shows brands where they need to be in terms of access and convenience. GeoScope will revolutionise executive decision making in the Retailer, Banking, FMCG and Advertising industries, amongst others. The best part about it is that very reasonable packages are available; making this incredibly useful market research tool accessible to companies that normally would not have been able to afford such comprehensive tailored research. It is a brilliant tool for retailers including food, banks, clothing and shopping centres who are planning their footprint, allowing them to match it to clients’ footprints.
Braz advises that the first thing a brand needs to do is identify and understand exactly what they are looking for. At the event attendees were taken through practical demonstrations of the tool, which highlighted its impressive abilities. Here are some of the examples:
Mapping of the psychographic statement: “Once I find a brand I like, I tend to stick with it”.
The above image highlights loyalty based on those South Africans who agree with the statement. The mapping highlights how loyalty differs from area to area. Even within townships like Tembisa or Alexandra, levels of loyalty differ; this maybe influenced by access to products and services and localised advertising.The area in the map includes Johannesburg’s Northern Suburbs, Midrand, Tembisa, and parts of the East Rand.
Consumption of Mageu and Consumption of Tinned Beans
The above two images show the consumption patterns of two different consumable types, namely Mageu and Tinned Beans. The former shows concentrations in township areas which have a predominantly Black population, whereas the latter highlights universal consumption.
Average grocery spend between R1000 and R1500 in your last grocery shopping occasion.
We are often blinded by our assumptions of consumption. Many perceive township areas to only house low income households. However the above image highlights many areas within the townships of Tembisa and Alexandra where households have spent over R1000 in their last grocery shopping visit.
Overlaying consumption preference and store footprint.
The above image highlights how a prominent retailer has matched its footprint to its consumer base. This type of analysis is key in identifying gap areas where a specific brand could increase its’ presence.
Overlaying consumption preference and store footprint.
Contrary to the previous image, the above image highlights when a store network does not match the location of the consumer base. Just based on this image alone, a brand owner would be able to make a key business decision within minutes.
Participation in Stokvels
The above image looks at the areas of Centurion, Pretoria and Mamelodi.
Stokvel economics are key to understanding how brands need to interact with Township consumers. From this image, it is clear how the area of Mamelodi has a high participation in Stokvels.
Not a complex technology
While the geospatial technology may seem complex and foreign to most, in reality people are in-tune with it on a daily basis. Think of the GPS you use to help you get somewhere, that’s geospatial technology. Braz asks, “Why not apply that understanding to how we deal with clients? Understand their behaviour, understand their trends, understand their spend, interactions with products and services, all from a spatial view.”
The tool is ready for any brand to use, and is in fact already being utilised by a pizza brand. To find out more about GeoScope or to sign up for it you can contact Ricardo Braz on ricardo.braz@askafrika.co.za or on 012 428 7400.
*Cybertorial is sponsored content
