MRF and Plus 94 Research announce collaboration with ESOMAR for the latest MAPS

The Marketing Research Foundation (MRF) has announced it will partner with ESOMAR, the world’s largest network of insights professionals, and leading South African research firm Plus 94 Research to unveil the latest edition of its comprehensive MAPS™ (Marketing All Product Survey) dataset on May 16, 2024. The online event will highlight three full calendar years of South African consumer insights across media consumption habits and product purchasing trends.

“The MRF and Plus 94 are thrilled to collaborate with ESOMAR to share our unparalleled MAPS dataset with a worldwide audience of insights professionals,” said Johann Koster, CEO of the Marketing Research Foundation. “By combining our local expertise with ESOMAR’s global reach and Plus 94’s progressive market research, we can showcase how the rigor and quality of our data aligns with the highest international standards.”

Three full calendar years

The MAPS™ May 2024 release incorporates three full calendar years data of 2021, 2022 and 2023, offering brands, marketers and their agency partners an unprecedented opportunity to conduct deep-dive comparative analyses. This multi-year view enables more informed strategic planning based on emerging consumer trends and shifts in media and shopping behaviours.


MAPS is South Africa’s most representative and comprehensive consumer landscape study. With quarterly updates covering more than 3 000 brands it provides unmatched representative intelligence into the product and media consumption of all South Africans aged 15+ (over 18 million households) across South Africa. The study’s robust sample size, comprehensive scope and recency make it an essential resource for understanding the nation’s evolving consumer landscape and identifying opportunities for brands to optimise their messaging and product roadmaps.

Webinar date and time

The MAPS May 2024 Release webinar, hosted by ESOMAR, will take place on May 16 at 3:00 PM SAST. Registration details and further information will be available in the coming weeks across the MRF, Plus 94 and ESOMAR channels. CLICK TO REGISTER!

Webinar Invitation

“We have always tried to ensure the best standards from a sampling and methodology point of view in South Africa and in Africa. Looking at our links with the rest of the continent, it is our hope that we test ourselves further by benchmarking MAPS at a global level, comparing ourselves to the very best in the world that has so much to offer us and to whom we have so much to offer,” concludes Dr Sifiso Falala, CEO and founder of Plus 94.

About the Marketing Research Foundation

The Marketing Research Foundation (MRF) is an independent non-profit organisation acting as the custodian and repository of research expertise for marketers and their advertising industry partners in South Africa by providing marketing intelligence that underpins strategic decision making. The MRF’s industry-leading MAPS™ (Marketing All Product Survey) dataset offers comprehensive insights into South African media consumption habits and purchasing patterns across thousands of consumer product categories reflecting the totality and complexity of the South African society.

About ESOMAR (

ESOMAR (European Society for Opinion and market Research) is the world’s largest network of insights professionals and regarded as the voice of the data analytics and insights community, promoting the highest ethical and professional standards in market research worldwide. Headquartered in Amsterdam, ESOMAR was founded in 1947 and now has over 12,000 members across 135+ countries.

About Plus94 Research (

Plus94 Research is one of South Africa’s most respected market research consultancies, renowned for driving innovation and thought leadership across the insights ecosystem. The company provides full-service research solutions and progressive analytics capabilities to leading organisations in South Africa and beyond.

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