Face The Facts - Insight into the
lives and homes of South Africans
representative, nation-wide, probability sample of: 7,265
households representing around 10-m households
Access 28,000 people living in these households representing
43-m South Africans: 29,6-m adults and 13,4-m children.
PeoplePanel spans the entire South African landscape from the
rural hinterland, to shack settlements, to townships, to the
PeoplePanel enables you to ask your own exclusive questions
and tie the results back to the panel data at one of two
Initiated by the SABC Market Intelligence Unit, PeoplePanel is
an integrated research tool that provides tactical and
strategic information to decision-makers.
Powered by Markinor (recruited, interviewed, maintained).
Utilising strategic questions and segmentation tools designed
and developed in consultation with independent researchers at
The MultiDimensional Panel Concept
The CORE Survey - the set-up wave of PeoplePanel was conducted
in mid-2003. Extensive household and personal data were
collected reflecting the full diversity of the South African
The FUTUREFACT Wave - will return to the same randomly
selected respondent, add greater richness and texture to the
core data and carry dedicated FutureFact subscriber questions.
Links to core panel data - unlimited (except for exclusive /
private client / SABC questions).
SUBSEQUENT Waves - will operate as an omnibus survey and will
interview selected individuals in the household. The SABC will
book a portion of each wave for its own use but there will be
space for independent / private questions.
Links to core panel data confined to demographics and media.
OWN SUPPLIER - Since many clients have developed their own
proprietary research methodologies and tracking studies, they
may wish to use their own research suppliers. In this
instance, the SABC will make available contact details of
panel members based on specific target market requirements -
the cost will depend on the extent of the requirements.
Links to core panel data: ONLY for selection of sample.
1. Level One Access to PeoplePanel data
Age, gender, language, marital status, income, status in
household (e.g. scholar, student, employed, housewife,
pensioner), education, employment, occupation category,
employment formal / informal business, earning anything,
personal income, head of household financial decisions, head
of household everyday decisions (shopping, children,
Extensive demographics of all household members (age, gender,
employment, education), household income, population group of
household, area (suburb, township, CBD etc), type of dwelling,
province, key durables in home,
TV channels received, TV subscribers to M-Net / DSTV,
Channels viewed and most important TV channels, type of
programmes watched, Radio stations listened to, type of radio
programmes enjoyed, Newspapers read and magazines read, cinema
PeoplePanel operates as a highly flexible Omnibus survey:
Clients can include as many or as few questions as they
Clients can target specific sub-samples from the panel for
Financial head of household
Households with a PC
Specific regions / areas
The new elite
People with bank accounts
Output: Tables analysed by a wide range of demographics and
Contact: SABC Market Intelligence Unit or Markinor
2. Level Two Access to PeoplePanel data
Only the SABC and FutureFact subscribers will be able to link
subsequent waves of interviews with panel members to the core
data-base. This will enable them to analyse their questions by
the rich layers of personal and household data captured in the
original interview AND subsequent FutureFact-initiated waves.
DEMOGRAPHICS - PERSONAL
Understanding of English, urbanisation (where born, lived for
childhood, live currently, intend moving to), family members
who have left SA permanently, family members planning to
return, identity (language, tribe, race, country), Maths /
science / computers / commercial subjects studied at school,
employment public, corporate, private or self, employment
work from home / office, employment manage others
DEMOGRAPHICS - HOUSEHOLD
Kids at Model C / private schools, dependent kids at home,
tenure (home ownership), years in this home, household
structure, LSM variables, other key items in home, population
group of neighbourhood, live-in domestic worker, motor
vehicles owned, population group of household mixed, area:
suburb, township, CBD etc, type of dwelling (expanded list).
channels received and most important channels, radio stations
listened to and most important stations, daily media schedule,
times at which news is watched and on which channels, Types of
programmes enjoyed, Type of movies watch on TV, Source of info
on TV programmes to watch, attitude to language on TV and
Membership of organisations / clubs, activities in last month,
number of funerals attended, leisure activities enjoyed, type
of music enjoyed, sports interested in
Financial - types of accounts and services used, what money is
currently needed for, ownership of watch, cell-phone, glasses
/ spectacles / contact lenses, personal and household products
used, shopping habits (where shop)., items in household,
PERSONAL PULSE RATE
well-being index, financial status, feelings about living in
SA, feelings about future of SA, what needs to happen to make
things better in SA, access to services and amenities, trust
in leadership and institutions, key socio-economic and
political attitudes, consumer trends / Trendscape.
Output: Designed to meet your specific needs. From electronic
access (via private subscription to Telmar / Infosense, IMS
etc.) to strategic reports, presentations, workshops,
Contact: FutureFact or SABC Market Intelligence
As far as you want to go
With PeoplePanel you can analyse your results to the depth and
breadth you choose.
The Market Intelligence Unit is tasked to provide the primary
audience objectives of SABC Television and Radio.
Towards this end, the Unit identified the overall need to have
an integrated research tool
PeoplePanel - that is able to provide tactical and strategic
information that can enhance decision-making.
PeoplePanel will not only ensure cost effective market
research, but will also leverage synergies between the SABC
and clients through mutually beneficial syndicated research.
The overall vision of the Market Intelligence Unit is to
enhance innovative research solutions by providing practical
outcomes, while establishing world class benchmarks.
Anina Maree (011) 714-3700
Established in 1972, Markinor has more than three decades of
experience in local and international markets and recently
established Markinor Africa Network, a formal network of
research companies across Africa. Markinor is a member of
Gallup International Association and is the first marketing
research company in South Africa to receive SABS ISO 9001
Mari Harris (011) 886-6469,
Cathy Cosser (011) 686 8417,
FutureFact is a virtual organisation. It conducts research
that explores and monitors the rich fabric of South African
society. It is funded entirely by subscriptions to its surveys
and delegates attending its conferences and workshops.
FutureFact is steered by a committed team of independent and
experienced researchers: Penny Hoets, Jos Kuper, Debbie Milne
and Teddy Langschmidt. Communication strategies and project
and event organisation by Chanel Platt.
Penny Hoets (011) 468-2591
Jos Kuper (011) 783-1671
Debby Milne (011) 672-4267
Chanel Platt (011) 705-1032)
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