Brand Atlas Tracker

Brand Atlas (BA) is an ongoing survey about brands, and the people who use them. The survey data provide a basis for identifying, sizing, valuing, and describing the different segments in each consumer market sector. This is important because marketers must have a solid understanding of their target market segments in order to develop products, services, and communications which resonate well with customer needs.

BA is entering its fifth year. So far we have published seven BA datasets; The BA8 cycle started on 10 February 2021 and will end on 31 July 2021.

BA is used by strategic planners in both the client and agency world. It is used primarily as a customer segmentation tool. There are users of BA data in all sectors of the consumer market from FMCG to FSP and all points in between.

Continuous conversations with customers

We are pleased to announce that at last Brand Atlas is a continuous survey, rather than one completed at a point in time.

There are no longer advantages (but plenty of disadvantages) of doing point in time tracking research especially amid a global pandemic when things are changing faster. Tracking research must be a structured, ongoing, and up to date process.

In the not-so-distant past tracking studies had to be done at points in time because of the complexity of pulling together all of the elements of face-to-face research. Now that we are able to reach respondents online – and they are always online – it is both possible and desirable to do these interviews on a continuous basis and at a fraction of the cost.

With a continuous stream of fresh data, you are able to aggregate data in specified time frames, to see shifts and run moving averages and to detect short- and long-term consumer trends.

With point in time data there is no time frame flexibility. If your tracking cycle is annual, then you are stuck with only getting point in time data once every 12 months. You are unable to aggregate the data into any frame for the purposes of comparing results with other time frames.

Segment profiling

Let’s say that for the purposes of developing a communications strategy for Mr Price you were interested in profiling 16-34 year old females who shop for clothes for themselves at Mr Price.

There are a total of 6223 of these females in the Brand Atlas data set, of who 3137 shop at Mr Price for clothes. (From the data you can see that 50% of 16-34 year old females shop at Mr Price for clothes for themselves.)

Once you have filtered out these Mr Price respondents from the data, you can go on to describe them using all or some of these measures: (For each of these measures, where applicable, there is a complete set of brands included in the data.)

Psychographics

  • Personality (how they describe themselves)
  • Health and wellbeing
  • Spirituality and philosophy
  • Diet (the foods they eat and avoid)
  • Alcohol consumption
  • Fashion and beauty
  • Home
  • Pets
  • Work attitudes
  • Activities and interests

Money matters

  • Motives for saving and investing
  • Approaches to saving and investing
  • Savings and investments types and channels
  • Debt and credit
  • Credit card brands
  • Insurance
  • Loyalty programme usage
  • Banks
  • Banking products
  • Methods of banking interaction

Retail behaviour

  • Grocery shopping
  • Clothes shopping – Ladies, mens and kids
  • Liquor shopping
  • Hardware / DIY shopping
  • Homewares shopping
  • QSR (fast food restaurants)
  • Sit down restaurants
  • Health and beauty shopping
  • Computers, gadgets and electronics shopping
  • Sport and outdoor clothing and equipment shopping
  • Large appliances shopping
  • Small appliances shopping
  • Stationery, books, music and crafts shopping
  • Sunglasses and spectacles shopping

Branded consumer goods

  • OOH (out of home)
  • Edible groceries (multiple categories)
  • Non-edible groceries (multiple categories)
  • Liquor
  • OTC pharmaceuticals

Environmental Sustainability

Domestic Flights

Telephony and technology

  • Handset brands
  • Mobile networks
  • Mobile packages
  • Network switching
  • Fixed line
  • Computer brands
  • Appliances brands

The internet

  • Methods of access
  • Access devices
  • Online transactions
  • Social media
  • Online shopping for delivered goods
  • Devices for online shopping
  • Online shopping websites

Motoring

  • Petrol stations
  • Vehicle tracking company
  • Vehicle manufacturer ownership
  • Vehicle body shape
  • Vehicle maintenance
  • Fitment centres

Content interests

  • Sources of content (digital and print)
  • Magazines
  • Newspapers
  • Radio stations
  • TV
  • Video on demand
  • Movies

Sampling universe

  • BA samples the universe of economically active South Africans.
  • These are people who live in households with a monthly income of more than R8 000.
  • Only 30% of SA households are ‘economically active’ by this definition, yet they account for 80% of total household income and expenditure.

Weighting and reliability

The BA data are weighted to represent the universe of economically active South Africans as defined by available secondary data sources.

Research method

Brand Atlas is an online self-completion survey. The survey data is gathered by successive mailings to the consumer databases of the Brand Atlas partners. (In 2017 those partners were ADT, Makro, Clicks, Incredible Connection, Sanlam, Edgars, 10X Investments, Liberty, TFG, Telkom and Zando.) The respondent prize sponsor was Emirates Airlines.

Respondents get sent a link to an online survey entitled “The all told Survey – a survey about you and your lifestyle”. By completing the survey they stand a chance to win a prize.

Randomness

As market researchers we strive for randomness when drawing samples for surveys. Panels are not random enough because only panellists are given the opportunity of participating in a survey. Panellists are nothing more than professional survey completers who get rewarded for filling in self completion questionnaires. From a purist perspective this is a dubious sampling approach.

Brand Atlas samples are far closer to random because of the vastness of the databases that get mailed inviting participation in the survey. Also, the partners change each cycle. This is not a perfectly random process but it’s much closer than any other currently available process for attracting online respondents.

Brand Atlas frequency

The Brand Atlas survey is conducted every six months with field work starting in November and again in May. The sample size for each round is a minimum of 12000. After the completion of the second round, we merge the first and second round data sets into a single data set of 25 000 respondents.

Click below to take the Brand Atlas Survey

Accessing BA data

There are two options – data subscription or mailing partnership. To find out more about this …

The costs

If you opt to buy the data, the cost is R150 000 (excluding VAT) and excluding any charges for a 3rd party uploading the data for you to use on their platform.

If you opt for us to profile a segment for you, the costs are:
Technical report plus chart report – R35 000

Partners

Clients