Demystifying BAMPS

Hosted by MTC Marketing & Research Solutions and South African Advertising Research Foundation (SAARF), the seminars are intended to help industry players in Botswana understand how to make use of the AMPS research data.

BAMPS – Botswana All Media Products Surveys is a study across a representational sample of Botswana consumers to determine and measure their daily/weekly habits and trends regarding all aspects of consumer spending, media usage and related patterns. The AMPS report answers a lot of questions with regards to media and non-media information like:

• Products usage
  
• Purchasing habits
  
• Life stages
  
• Life styles etc.

Using the same model as that of SAARF's surveys, MTC performed the study in Botswana for the first time in 2006, and plans to conduct another BAMPS in 2007. The results will be available for purchase by the end of the third quarter 2007.

“We believe that [the seminar] is important and relevant if the industry in Botswana is to make use of BAMPS data to their maximum benefit,” CEO of MTC, Cecilia Patterson said.

The AMPS report discerns challenges that exist in media placement to a marketable audience. Since media buyers need to put their money into media that can guarantee maximum audience levels for their target market, AMPS is a tool used as a currency for advertisers/marketers when buying media space, and is used by media owners as a tool to evaluate audience levels in order to set rate cards accordingly.

The course will also touch base on joint industry for the good of continuity of this type of research study. “Solving this challenge will require the expertise and input of many groups, including media owners, government, industry, associations and private organizations,” Patterson said.

"This report highlights other basic information in addition to basic information that new entrants to markets eg. investors, can get from some of the CSO reports. The effective use of BAMPS can give organisations an effective insight and commercial advantage to meet consumer demands along with facilitating strategic planning and marketing decisions," concluded Patterson.

The two seminars are scheduled for 18 - 19 June and 20 - 21 June 2007, and will be held at the Directors Conference Centre Fairgrounds Mall offices, Gaborone.

More details can be found at www.mtc.co.bw