Twice a year ZARF commissions 6,000 face to face interviews, one national and one in urban centres only, to establish readership, listenership and shopping habits. This results in over 1 million facts about Zimbabweans over 15, an invaluable resource for any company operating in Zimbabwe.
ZAMPS is commissioned by the advertising, marketing, public relations and media industries who want to know what people watch, read and listen to, where and how they shop and which products they buy.
It is a quantative, not qualitative, survey and the interview base is 6,000 urban and rural heads of households. Interviews are conducted face to face in Shona, Ndebele and English, using a KISH grid.
Until 2003, the survey was conducted annually and a second, Teen ZAMPS was also done each year. In line with the increasingly fast-moving world environment, we now research people from 15 years of age twice a year in both urban and rural areas. Finances permitting, we want to conduct four, national adult surveys a year and two Teen ZAMPS.
ZAMPS’ research is comparable with that conducted in South Africa, Nigeria, Kenya, Ghana, Namibia, Ethiopia, Tanzania, Uganda and Madagascar. Global brands use it to determine market spend across the African continent.
ZAMPS is designed to provide marketers with objective, accurate information on each medium to enable them to reach their target audience most effectively by:
- Providing information that helps marketing people define and understand their target markets better and supplying information on media habits and the level of electronic, print and outdoor media consumption.
- ZAMPS also delivers user profiles on a range of fast-moving consumer goods.
This data helps marketers target their promotions to the audiences they want to reach, maximising the effectiveness of advertising spend because you reach more of your potential customers by selecting the media you know they consume.
Results of each survey are available either on this website (coming soon) or on CD. Now in its 18th important year, ZAMPS provides a cross analysis of all questions by age, gender, area, home language and LSMs.
Living Standard Measurements are a tool adopted throughout Africa that establishes the affluence, rather than the bank balance, of the person being interviewed. They measure how many durables there are in the home, the number of windows, size of property: these are just a few of the indicators in a complex matrix that goes into deciding into which of the 17 categories–where 1 is outside the cash economy and 17 probably owns most of it—the head of household being interviewed falls.
Data is collected on a random basis, weighted to Zimbabwe’s population of people over 15 and based on the Central Statistical Office’s Inter-Censual Demographic Survey (ICDS) of 2012. Of the total census population of 11,789,274, this amounts to 6,728 775 or 57% of the total population. According to the survey, 64% of them live in the rural areas and most are communal farmers. Of the total population, 31% live in high-density areas and 5% are low-density urban dwellers.
After 12 years of negotiations, the advertising, marketing and media industries agreed that the research should be funded by a 1% levy—raised to a 1.5% levy in 2008—on all advertising placed in Zimbabwe. This money is paid by advertisers to their advertising agency, if they have one, or direct to the media, which universally agrees to reflect this on their rate cards. Both collect the money on behalf of ZARF and remit it to the Foundation monthly.
Selecting the market research house:
Initially every four years, now every three years, the Zimbabwe Advertising Research Foundation publishes a tender, calling for proposals to undertake the next eight ZAMPS surveys. These are opened at a public meeting, to which all stakeholders are invited and assessed by ZARF’s technical committee. The winner is published in national media, as is the original tender document.
ZAMPS is arguably the largest piece of research undertaken in Zimbabwe and not every research house has the capability to conduct 6,000 national, face-to-face interviews. To date, Probe Market Research, Research International, now Research Bureau International, and Topline Research Solutions have been awarded the tender.
ZARF will call for new tenders before the end of 2016.