The Bureau of Market Research (Pty) Ltd (BMR) at the University of South Africa (Unisa) has been involved with the South African Milk Processors’ Organisation (SAMPRO) since 2009.  During this time the BMR was involved in advising and participating in various aspects of the Consumer Education project of Milk SA managed by the SAMPRO.  These include being co-opted onto the management committee and various other advisory committees.  Several studies were moreover conducted of which the more recent studies are listed below:

• 2012 – Consumer reaction to the “Amandla” and “Viva” slogans
• 2012/13 – Strategic communication insights informing the consumer education project (CEP) of Milk SA
• 2013 – Rediscover Dairy TV advertising campaign liking and noting analysis
• 2014/15 – Milk SA 2014 model and stuntman concept advertisements Pre-test
• 2016/17 – Households’ usage and perceptions of dairy products
• 2018 – Milk SA consumer education project: Concept alien television advertisement neuroscience Pre-test.

The research studies were most useful to the SAMPRO to:

• Gain a better understanding of the feelings, opinions, awareness and usage levels of dairy among South Africans and in particular the Consumer Education Project target market. The insights furthermore assisted SAMPRO to critically assess and refine its communication strategies and activities.
• Identify trends in SAMPRO’s external environment that may have a direct or indirect influence on the SAMPRO’s strategic framework.

Overall, the research services of the BMR display sound scientific methodological application of research theory and resemble high research ethics and standards.  Also, the sustained high quality research produced by the BMR has secured valuable business intelligence for the SAMPRO in support of its vision of enhancing the profitability, sustainability and competitiveness of the South African dairy industry and enabling the sector to be best positioned to operate successfully in future.

Our best wishes accompany the BMR in expanding its research services to other organisations that are anticipated to experience similar satisfactory service performance from BMR commissioned work.

 

ALWYN KRAAMWINKEL
CEO:  SAMPRO

CHRISTINE LEIGHTON
PROJECT MANAGER:  THE CONSUMER EDUCATION PROJECT OF MILK SA