futurefact - 2008

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“Eskom has been engaged with futurefact for many years, allowing us to generate longitudinal data and track how perceptions, needs and issues change and develop as the market evolves. This data has been fundamental as a critical input to scenario planning, strategy development, decision making and finding new and more appropriate ways of engaging our customers.”

Dr. Dana Gampel, Business Intelligence, Eskom.

“futurefact has been an invaluable survey for Ads24 in tracking the fast changing South African landscape, allowing us to make sense of the social, political and cultural (including language) trends in our Rainbow Nation on behalf of the range of newspapers we represent.”

Tiaan Ras, Market Intelligence Manager, Ads24.

“The futurefact data was thoroughly interrogated at the time of Drum’s editorial turnaround strategy. The implementation of the learnings through this process has been very successful – Drum’s growing circulation speaks for itself.”

Anfra Mostert, Research Manager for Drum.

Oh, what tangled webs we weave, when first we try to defend ourselves

Contents of the 2008 Survey

Attitudes and feelings towards South Africa:

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

Attitudes towards:

Africa and race
Business and wealth
Crime and corruption
Employment and unemployment issues
Environmental issues
HIV/Aids
Local government and municipalities
Risk, financial and social capital

Consumer attitudes and beliefs

Politics and social attitudes

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

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

Services and amenities in community

Townships and suburbs

TS Resident: Increasing use of township facilities
TS Resident: More likely to stay in township than year ago
TS Resident: Happier living in township than year ago
Suburbs Resident: Ever socialise in / visit townships
Connection with neighbours

Affects and consequences of increased interest rates

Financial behaviour

Personal bank account
Type of account
Sources of income
Buy with cash or credit
Ease of obtaining credit
Home – own or rent

Health, well-being and religion

Personal rating of self and well-being
Religious following

Important issues for South Africans

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.

Language and education

Choice and preference of language for children’s education
Attitudes to language:mother tongue, speak socially, speak at work, prefer for media, prefer for advertising, etc.

Activities and interests

Transport means

Personal and household demographics