It is based on a probability sample of over 3,000 adults aged 18 years and over, living in communities of more than 500 people throughout South Africa.

The use of face-to-face interviews coupled with stringent area-stratified probability sampling provides futurefact with the levels of accuracy and reliability which are essential in a tracking study that reaches back to 1998.  An article in the British Guardian newspaper indicates that the reason why researchers' predictions for the results of the British elections were so wrong is that they didn't use this combination of face-to-face interviews and probability sampling.. a post election survey using this methodology produced an accurate result of voting behaviour.  New research suggests why (UK) general election polls were so inaccurate

Details of the 2015 survey and how to subscribe are in the Subscribing to futurefact section.


Links to a series of articles relating to media in South Africa, presented by futurefact's Jos Kuper and Lauren Shapiro. 
"The things you need to know about the South African Media Landscape" 
Download the ARTICLE here

"10 Things pertinent to Radio" Download the PRESENTATION here

"10 Things you need to know about the SA Media Landscape"  

Download the FULL presentation or an ABRIDGED version here.

Scroll to the end of the home page to see some slides from the presentations and articles.

Researching the moods and minds of South Africans & 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

GCIS (Government Communication and Information Services), Independent Newspapers, Media 24, Multichoice, Primedia, SABC. Times Media.

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futurefact finds: The different face of KZN

(Written for and first published in The Media)

 South Africa’s long-established Indian population lends a very different face and atmosphere to KZN. 840,000 of South Africa’s 1,2 million Indians live in KZN (and most of the rest in Gauteng). Indians count for around 2,3% of SA’s but almost 8% of the KZN population and there are almost twice as many Indians as whites in the province. KZN is, of course the home province of the Zulu nation but that could be the subject of another article!

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futurefact finds: Awarding South Africa

This article was written by futurefact for The Media.

This month the magazine is featuring The Most Awards so what better time than to look at those aspects of our country that are worth applauding?  We spend a great deal of time noticing the problems, worrying about the issues and generally being somewhat negative about many factors beyond our control as mere citizens in our society.  

So where are the hidden gems or those that are worthy of acknowledgement?  

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Most of us are not looking for someone to blame

Columnist Max du Preez (5 May 2015) described South Africa as a nation of victims who spend their lives looking for someone or something to blame for their problems. Outsiders, he writes, (in this instance overseas academics) “were astonished at our lack of appreciation of South Africa’s stability, vibrancy and progress”. They were hugely impressed by “the most sophisticated infrastructure, economy and business sector in the so-called Third World… They are impressed with the openness of our society and the robustness of the racial, class and ethnic debates.