Zimbabwe All Media and Products’ Survey
The Zimbabwe All Media and Products’ Survey 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 6,500 urban and rural heads of households. Interviews are conducted in Shona, Ndebele and English, using a KISH Grid. All data is collected through personal, face-to-face interviews.
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 research people from 15 years of age four times a year in urban areas and twice a year in rural ones. Finances permitting, we want to conduct four, national adult surveys a year and two Teen ZAMPS.
To provide information that helps marketing people define and understand their target markets better and supply 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.
In brief, ZAMPS is designed to provide marketers with objective, accurate information on each medium to enable them to reach their target audience most effectively.
Results of each survey are available on CD at a cost of $50 each. Now in its 14th important year, ZAMPS provides a cross analysis of all questions by age, gender, area, home language and LSMs.
Living Standard Measurements are a tool, developed by ZARF’s current research house and 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-Censal Demographic Survey (ICDS) of 1997. 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 11 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 two years, the Zimbabwe Advertising Research Foundation publishes a tender, calling for proposals to undertake the next eight ZAMP 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 and, latterly Research International, now Research Bureau International, have been awarded the tender.
ZARF will call for new tenders before the end of 2013.