tracking psycho-social, political and economic trends in South African society since 1998

futurefact, South Africa’s premier independent, home-grown, psychographic survey, is conducted by highly reputable and experienced researchers.  

futurefact surveys are based on probability samples of over 3,000 respondents to ensure accuracy and reliability.

Use futurefact to gain a competitive edge in a rapidly changing society
  • interrogate the significant social forces in South Africa

  • understand the attitudes, values and belief systems of South Africans

  • focus on the issues that are shaping and challenging our social, political and economic environment

  • understand consumer attitudes and social drivers

  • make the key strategic interventions necessary for creating a sustainable future  

Work with futurefact
  • identify target markets

  • develop appropriate messages and communication strategies

  • match markets and media

  • segment markets meaningfully

  • develop and position new products (or reinvigorate old ones)

  • inform editorial and programming direction for all types of media

  • track the changes taking place in our society

  • identify and interpret emerging social, political and economic trends for scenario planning 

Current subscribers to futurefact

Brand South Africa, GCIS (Government Communication and Information Services), Media 24, Multichoice, Primedia, SABC. 

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Staying Up

The “revolving door” and SA’s first generation middle class

(First published in City Press Voices, Sunday 30 June 2014)

For people who have managed to claw their way into the middle class, dropping out of it again is a much easier process. A recent article in the FT Weekend on Inequality in Africa (19/20 April 2014) reveals that this is not just a South African problem – they estimate that as many as “1 billion people in the developing world are at risk of slipping out of the nascent middle class and back into poverty if economic growth slows”.

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The Afrikaner in South Africa

An intrinsic and committed part of the South African cultural landscape

(First published in The Media June 2014)

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“We will vote for the ANC because it is the party that will win.”

So stated a voter from Richard’s Bay interviewed for Freedom House’s report: 20 Years of Democracy.

futurefact finds a similar sentiment with 58% of South Africans saying that “I am wasting my vote if I don’t vote for the party that’s likely to win”.  This rose to 66% among those in the ANC camp and dropped to 38% among those in the DA camp.