"This is the first iteration of the MAPS data that encompasses six months of data, July through to December 2020," says CEO Johann Koster. "Through MAPS, subscribers and their agencies will have access to some of the most comprehensive brand and product research, being able to track more than 1 500 brands including FMCG, appliances, retail and clothing outlets and fast food / casual dining categories."
MAPS covers products and brands, as well as intermedia comparisons and a host of consumer behaviour measures. The questionnaire has been modernised and re-engineered to marketers' current needs, making it a big step-up from the old AMPS, says the MRF.
The MRF adds that there are several innovations in the new data, such as insight into multi-platform behaviour and decision-making questions, while the survey is geo-codable to enable a regional view of the data.
Some new metrics have also been included for the first time. These include:
- details on stokvels: their participation, usage and profiles of the participants
- liquor purchases: brands, outlets and consumption
- malls: preferred malls and frequency of visits, brand loyalty, and
- online purchase patterns.
MAPS launch details:
- Where: Virtual Webinar (Passcode: 274861)
- Date: Thursday, 25 March 2021
- Time: 10:00
"The new survey and resulting data ushers in the return of insights and comparisons in a single timeframe across products, brands, media interaction and a host of consumer behaviour and beliefs," concludes Koster. "We look forward to seeing everyone online as we introduce the hottest research since, well, ever."
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