SAARF awards SA’s biggest research contracts

The All Media and Products Survey (AMPS), Radio Audience Measurement Survey (RAMS) and the self-completion questionnaire covering Products and Brands, Interests and Lifestyle, are reputed to be the most valuable research contracts ever awarded in South Africa - and in an unexpected move, SAARF awarded the contracts jointly to the Shonigani consortium (Nielsen Media Research and Plus 94 Harris) and African Response, the new research house founded by long-time industry practitioner, Beatrice Khubeka.

Dr Paul Haupt, CEO of SAARF, commented: "The awarding of the tenders are conditional on the three companies involved establishing a joint venture that will share in the work. This arrangement will have to meet with SAARF's approval and the proposed joint venture will have to be formally accepted by the SAARF Tender Committee. I am also pleased to announce that all parties have pronounced themselves happy with the mooted partnership. SAARF has not been prescriptive, so the two groups will meet soon to determine how the new arrangements will work in practice."

The new contracts will take effect on 1 January 2005 and run for four years until 31 December 2008.

Haupt noted that the fourth research project, the electronic measurement of out of home advertising (SAARF OHMS), would be awarded at a later time. This research was previously known as the Outdoor Measurement Survey.

"As far as the fifth element, the data integration project is concerned, the SAARF Tender Sub-committee has briefed the world-renowned fusion expert, Steve Wilcox of the UK, who has extensive data fusion experience, particularly in the field of fusing television and other media and products data, to advise on this award," concluded Haupt. "His written opinion is expected during May."