MAPS Consumer Survey

The MAPS survey is a comprehensive consumer study in South Africa, offering in-depth insights into consumer behaviour and consumption across diverse sectors such as media, banking, insurance, retail, fast food, products, brands, behaviour and more. This national survey involving more than 20,000 interviews per annum, provides valuable information on how respondents interact with over 3,456 brands, contributing to a deeper understanding of market dynamics and brand engagement patterns across the full spectrum of South African society. The MAPS dataset informs strategic business decisions as well as marketing, media and operational decisions down to a geospatial level. MAPS is independent of commercial imperatives, transparent and released on a quarterly basis as a tracking study on behalf of marketers (MASA), media (AMF) and advertising agencies (ACA).