ROOTS survey extends to Soweto and Alexandra

The research is well underway and interviewers are currently in the field conducting 23 000 interviews.

"For the first time, we will be comprehensively covering Soweto and Alexandra. We are very excited to find out more about these vitally important markets, having perused existing industry research (Research Surveys and Unilever Institute's Black Diamond). We feel strongly that this is where future growth for brands and retailers will come from," he says.

Clear and precise objectives

NAB's objectives are clear and precise:

• determine whether people read their community papers
• ensure the editorial coverage remains relevant
• understand how readers use their communities
• how and where they shop, and
• where their headspace is.

"The combination of editorial and advertising in community papers literally presents readers with a 'media shopping mall', and ROOTS 2007 will indicate the need for any editorial or advertising changes," says John. "It's a unique medium; there is nowhere else to go for direct access to community news, certainly not television or radio."

"Our own research shows that a sense of community is alive and flourishing. In mixed race areas like Midrand, this sense of unity has the ability to transcend racial barriers and to bring people together. This role of the community paper is vital."

"Users of both Telmar and Interactive Market Systems (IMS) will be able to access the data on these programmes. Despite NAB's substantial investment into this project, we will not be charging clients for access to the data; it's our way of giving back to the industry," he says.

Twice the size of AMPS

ROOTS 2007 is twice the size of AMPS and while the latter delves into all LSM levels, the former focuses on purchasing decision makers (PDMs) living in formal housing, with direct access to buying power. By virtue of this definition, NAB ensures that ROOTS has a good representation of the higher LSM brackets.

As in Roots 2004, research will include areas in which NAB is operational and areas in which NAB is not represented. Apart from Gauteng, (including Soweto and Mamelodi), East, West and Northern Cape, and KwaZulu-Natal - where NAB has a footprint - will also be covered. Bloemfontein, PE and Kimberley, among others, will also be explored as areas not currently covered by the media owner.

"The project will be managed by Research Surveys, as it was in 2004. It has a large, well-trained and professional field team well-equipped to handle the challenge of completing 23 000 face to face interviews countrywide. In addition, NAB has employed a full time research manager, Lynne Krog, to handle the management of ROOTS 2007, a luxury we didn't have before," concludes John.