Ipsos in South Africa

Ipsos in South Africa Market Research South Africa

Follow Ipsos for fascinating market research and insights about South Africans and their views and opinions on all sorts of relevant issues facing us and the rest of the world.

Congratulations to Dieudonné Kabongo Kantu & Catherine Burton on winning Bronze in the Insights Share Award category at ...
01/06/2026

Congratulations to Dieudonné Kabongo Kantu & Catherine Burton on winning Bronze in the Insights Share Award category at Southern African Marketing Research Association NPC (SAMRA) Annual Conference 2026 for their paper, Reimagining the Brand Image-Commitment Link.

If you missed the session, the conversation doesn't have to end here, get in touch to learn more.

Citizens want to engage with government, yet 84% of South Africans have never participated in legislative processes. Des...
26/05/2026

Citizens want to engage with government, yet 84% of South Africans have never participated in legislative processes. Despite constitutional mandates for public participation, the disconnect between citizens and the state remains a critical challenge to democratic governance.

Marcus Hollington, Sikhumbuzo Tshabalala & Noeleen Turdon will address this at the Southern African Marketing Research Association NPC (SAMRA) Annual Conference 2026 with their session: Enhancing Public Participation in South Africa - Bridging the Gap Between Citizens and the State. Using a comprehensive mixed-methods approach combining nationwide surveys, focus groups, and key informant interviews, they examined participation patterns across diverse demographics and identified institutional barriers. The results reveal "Silent Disconnection". While 32% of citizens know how to participate, only half actually engage, and 62% feel their concerns are not taken seriously by legislatures.

The study exposes that those who receive feedback from legislatures are significantly more likely to participate, yet 72% of South Africans report never receiving any response from their local legislature, highlighting a fundamental breakdown in democratic communication that traditional civic education alone cannot solve.

What people say and what they do are entirely different things. Yet, traditional research still relies heavily on a cons...
25/05/2026

What people say and what they do are entirely different things. Yet, traditional research still relies heavily on a consumer's "Remembering Self", which is prone to bias and recall limitations.

Tomoko Ueta & Loren Curnick will be tackling this at Southern African Marketing Research Association NPC (SAMRA) Annual Conference 2026 with their session: The Say-Do Gap: Exposing the Unspoken Truth. Using a unique South African case study, we contrast traditional survey claims against observed physical behaviour. The results expose "Silent Friction", the real mechanical struggles consumers experience but completely fail to report.

There is no such thing as a fixed consumer, only a consumer in a context, and we're delighted that Kathrine Starke and S...
20/05/2026

There is no such thing as a fixed consumer, only a consumer in a context, and we're delighted that Kathrine Starke and Sarah Cotton will be speaking on exactly this at Southern African Marketing Research Association NPC (SAMRA) Annual Conference 2026: Context Changes Everything.

This session challenges the reliance on static consumer profiles and demonstrates why understanding 'where', 'when', and 'with whom' choices are made is just as important as understanding 'why'.

In the pursuit of brand success, tracking context isn't just advantageous, it's essential.

We're proud to have Dieudonné Kabongo Kantu and Catherine Burton presenting at this year's Southern African Marketing Re...
19/05/2026

We're proud to have Dieudonné Kabongo Kantu and Catherine Burton presenting at this year's Southern African Marketing Research Association NPC (SAMRA) Annual Conference: Reimagining the brand image-commitment link - New evidence that perceptions drive consumer journeys

Can we definitively prove that brand perceptions drive consumer behaviour and sales?

This research delivers the evidence:
• Longitudinal data, following the same 4200 individuals over 18 months
• Observing movement through awareness → consideration → purchase
• Across 69 FMCG brands in two categories
• Using sophisticated modelling to prove causality
• What happens when brands gain momentum... and when they lose it

08/04/2026

Does great advertising need a big budget? Not always.

The fundamentals of effectiveness haven’t changed much, but how marketers apply them has.

Been through an airport lately? We want the tea! Whether you flew domestic or jetted off internationally, we want to kno...
02/04/2026

Been through an airport lately? We want the tea! Whether you flew domestic or jetted off internationally, we want to know what made your trip smooth, or stressful. It only takes a few minutes, and you could bag R2,000 just for sharing your experience in our lucky draw! Your voice = better airports. Let's go! https://mmweb.ipsosinteractive.com/mrIWeb/mrIWeb.dll?I.Project=S26012486

Some Easter treats for the team ahead of the long weekend 🍪 Wishing everyone who is celebrating a happy Easter weekend, ...
02/04/2026

Some Easter treats for the team ahead of the long weekend 🍪 Wishing everyone who is celebrating a happy Easter weekend, and hoping the break brings time to rest and recharge.

01/04/2026

Why do people skip ads?

In this first episode of The Gen Z Question, Simphiwe Radebe speaks to Ipsos Global Creative Excellence lead Shaun Dix about how platform mindset shapes attention, and that simply placing the same content across channels is generally not a recipe for effectiveness. If audiences experience platforms differently, advertising needs to adapt accordingly.

Read more about winning the battle for memorable attention in advertising: https://www.ipsos.com/en/noise-noteworthy

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