21 September 2012

Jennifer Daniel, MD of Telmar South Africa, and previous President of the Pan-African Media Research Organisation (PAMRO)

  1. What are the major barriers to doing research, and specifically audience measurement research, in Africa?

Each African country presents its own unique set of challenges that exist within specific contexts. Probably the biggest factor is cost. Media audience currencies are expensive to produce because they require large samples.

Currently, researchers are looking at reducing these costs, while maintaining large samples, by using digital methodologies. Unfortunately, many African countries are not yet in a position to take advantage of these technological cost savings. For the most part, face-to-face interviewing – the most expensive methodology – is still the only practicable method.

Then there’s the rural element of doing research in Africa. There are significant costs involved in getting fieldworkers into deep rural areas, often using vehicles you’ve had to purchase and which end up being written off after taking on the bad terrain.

To this add costs like translating questionnaires into numerous languages, and cultural barriers such as not being allowed to interview women, or needing twice as many fieldworkers than normal because respondents of one religious faith won’t speak to fieldworkers of another.

Political factors can also add to costs, such as the need for armed escorts in war-torn countries, where the lives of interviewers are in danger.

  1. Would a system like South Africa’s, where a levy on advertising funds audience research, be the answer?

Certainly. The lack of over-arching industry bodies that can oversee the research, and collect and manage the funding is definitely a barrier to setting up credible research currencies in Africa.

But it’s not as simple as just starting up a joint-industry committee (JIC) like SAARF, which we have in South Africa. In many African states, even if there are media industry bodies, a lack of unity often prevents a JIC from being formed. They’re not well organised, which makes it difficult to get a consensus about the research which must be conducted, and makes it difficult to obtain sustainable industry funding.

Another problem is that the industry itself might perceive there to be little benefit in having an industry-wide currency. In some cases, the state broadcaster may be the biggest player with a vested interest in not establishing a currency. And on numerous occasions, when research doesn’t say what the media owners want it to say, they try to discredit the industry research, going off and doing their own proprietary research which is usually completely biased.

Kenya and Nigeria have industry bodies which are now starting to be trusted, but in other countries, much work must still be done in developing this trust.

This is why the best way to promote media research in African countries is for each local industry to form a JIC. JICs represent all stakeholders – the media, the marketers, and the ad agencies – so that everyone has a voice and is part of the process, making them vested in the outcome. A JIC is best placed to ensure that all stakeholders contribute to a common currency that will ensure the objectivity and transparency of the research.

  1. What steps has the Pan-African Media Research Organisation (PAMRO) already taken to encourage the growth of research in Africa?

We nurture a vibrant cross-border community of research professionals, with the aim of producing harmonised, compatible and comprehensive audience measurement data for the entire continent. We provide a forum where countries can share expertise and experience, learning from each other and applying a common best practice to their research data.

We’ve also provided the foundation for setting up the media research. PAMRO has developed a core AMPS questionnaire, based on the SAARF model, which is now used in 13 African countries. This questionnaire acts as a guide for countries wishing to adopt the AMPS model, as Zimbabwe, Namibia and Botswana have already done.

These AMPS-type studies don’t only provide information on the media of these countries, but also on the people. They’re ideally suited to supply development information which can be used by the private sector as well as governments. In addition, the attitudes of people can be gauged by these studies, which is of enormous benefit to both commercial enterprises and governments.

PAMRO is in the processing of producing a PAMRO Living Standards Measure (PAMRO-LSM), again based on the SAARF model, which can be added onto studies around the continent, to give marketers a better understanding of the African markets in which they operate.

  1. But why bother? In the face of such challenge, what is it that drives PAMRO?

International clients want to know who they’re reaching. If they can’t quantify their markets, both in terms of understanding who they’re reaching, and how best to reach them, they’re not going to invest in these countries. And without investment, how can Africa’s development be sustained?

Yes, there are many factors which make it difficult to conduct media research in Africa, but it’s imperative that we persevere. Media research has the power to promote development and economic growth, nurturing media industries and promoting economic activity and consumer spend.

And by growing and sustaining the life blood of media – ad revenues – media research also plays an important role in supporting a free media and as a result, democracy itself.

For these reasons, PAMRO remains committed to promoting media research across Africa.

ends

For more information on PAMRO, please visit or call (011) 463-5340.