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Update: Marketing Research Foundation to Replace SAARF
South African researchers have received the go-ahead to replace The South African Audience Research Foundation (SAARF) with a new Marketing Research Foundation, tasked with delivering an audience currency to replace the country's discontinued AMPS measure.
The replacement was first announced in February, amidst growing concerns about the brand, product and intermedia usage research vacuum that had been created after media owners and associations pulled out of SAARF's AMPS (All Media and Products Survey), and the resulting lack of funding for such research.
Yesterday DRNO reported that a group of three industry associations had jointly confirmed details about a new independent, benchmarked and audited research initiative that will focus on brands, products and segmentation. A minimum number of subscribers was required to make the new research financially viable, and the new initiative has now received enough support, with brand owners representing annual ad spend of c.R12 billion having given their in-principle intent to subscribe. As a result, SAARF will be wound down and closed, then at the SAARF AGM on 6th June, the organisation will officially be replaced with a new Marketing Research Foundation, which will become the custodian and driver of the new measurement initiative.
AMF Chairperson Virginia Hollis says a detailed project plan is now being prepared, and all potential subscribers will be given the opportunity to participate in the finalisation of the new research - including agreeing on a RFP for market research companies. Greg Garden, CEO of MA(SA) thanked the marketers and companies who expressed their support for the project, adding: 'We truly appreciate your vision and support, and look forward to working with you to make this happen'.
Web site: www.saarf.co.za .
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