RESEARCH: NAB ROOTS 2013 Research Swells in Size
Recent Gauteng Business News
The latest installment of ROOTS is significant given the size and scale of the project. The 2010 research project involved approximately 23 000 interviews while the 2013 release will see that sample size swell to more than 30 000. This makes the survey one of the biggest in the country and given that its focused on the local urban landscape the most thorough microscope on the countrys economically active and urban-based decision makers.
NABs Joint MD John Bowlessays the increasing sample and coverage of ROOTS is a reflection of the demand for insights and knowledge of South Africas geographic areas. Retailers in particular are desperate to understand the demographics, buying behaviour and media use of decision makers from one area to the next where their catchment areas lie. ROOTS is one of the only surveys that can help marketers get to grips with these key issues.
ROOTS Shows Which Retail Destinations are Top of Shoppers List
Looking at the broader project Bowles says that what makes the latest round of research especially exciting is the insights that itll glean. In the 2007 release, the market was spending on everything. This was followed by the 2010 release prior to the Soccer World Cup, which showed a major slowdown and included the effects of the recession. What does 2013 hold
We believe were going to see a much more settled, conservative consumer displaying markedly different purchase behaviour looking for value and carefully considering their purchases. ROOTS will help us get a view on what retail destinations are top of mind when buyers go shopping.
Were also going to see the impact of digital media as well as just how different South Africas regions and areas are when it comes to their use of the internet and mobile.
New to this years study is detailed internet usage, leveraging TNSs digital life segmentation as used by TNS across the globe. Given that this data is gathered at the community level, ROOTS becomes an invaluable tool for understanding South Africas urban buyers.
The latest round of ROOTS research will be in the field from March 2012 to November 2012 with the new data to be released in March 2013.
Business News Sector Tags: 2010| Finance| Retail| Resources| Economy|