USING futurefact

futurefact works closely with subscribers and opinion leaders:

• To track the changes taking place in our society and identify and interpret emerging social, political and economic trends;

• To identify target markets and develop appropriate messages and communication strategies;

• For new product development, product and brand positioning; product reinvigoration;

• To understand consumer attitudes and behaviour;

• To inform editorial and communication content and direction.

Please see Surveys 2009 or 2008 to see what we usually cover in our questionnaires.  The contents of the 2010 survey will be workshopped with our subscribers but is likely to include some of the following:

Social mobility and social class:

• Standard of living compared to parents
• Standard of living of children at your age
• Current social class (self) – Lower/working class, middle class, upper middle class, upper class.
• Parents’ social class at same age
• Indicators of social class
• Membership of groups
• Possibilities of becoming rich

Self-descriptors:

• How people describe themselves, for example, as South Africans, as Africans, by language group, by cultural group, by religion, etc.

Attitudes and feelings towards South Africa

• Confidence levels, pride, involvement, the future, etc.

Attitudes towards

• Africa and race
• Business and wealth
• Crime and corruption
• Emigration
• Language
• Local government and municipalities
• Risk, financial and social capital
• Unions and labour

Consumer attitudes and beliefs
Politics and social attitudes

• Socio-political attitudes
• Confidence Levels: Confidence in leaders and organisations.
• Personal level of support for ANC, COPE and DA
• Rating of ANC, DA, Local government

Telecommunications:

• Items in household, cell phone usage, service providers, etc.

Media - consumption and usage of:

• Cinema, Internet, magazines, newspapers, radio and TV (free-to-air and satellite)
• Print media topics enjoyed, type of radio and TV programmes and movies enjoyed

PLUS extensive personal and household demographics.