EP104: From AMPS to MAPS - Single Source Database or Potential Fusion Partner?
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When the final AMPS database was released in 2016 for some people it was the end of the world. For others it represented the start of a brave new world. In this episode, we chat with Johann Koster CEO of the Market Research Foundation and MAPS Project Manager Marie Rossouw about the journey from AMPS to the release of the first full set of MAPS data in 2021.
Designed as a consumer behaviour research tool, MAPS gives a great overall view of consumer lifestyles, behaviour and decision-making. But how do we use the database from a media strategy perspective?
In this episode we unpack some of the interesting behavioural insights which impact media consumption in the digital landscape and the MAPS teams constructs a compelling case for concluding that “how many?” is a media currency issue but “how” is a planning issue.
We also talk about MAPS claim to be a “single source” database and pose two questions. What constitutes a single-source database and in a platform agnostic digital landscape is it realistic to expect any one database to be a fully inclusive and holistic source of marketing insights?
What’s the future for collaboration in market research in South Africa? How do we find the collaborative common ground in terms of alignment with the global WFA North Star initiative for XMM (Cross Media Measurement).
Is data fusion a viable option in order for marketers to navigate across the myriad research database options that have manifested themselves in the post AMPS landscape? What is the contribution of time and space in ensuring reliable and valid data fusion?
Could the LSM and SEM models tools be recalibrated and reconstituted so that the industry can once again have one uniform lens for broad-based macro segmentation and audience measurement?
Join us this week on The Doc and The Guru Podcast as we piece the MAPS puzzle together with these insights from the MRF (Marketing Research Foundation) and find out whether the Doc is already trimming the Christmas tree.
Designed as a consumer behaviour research tool, MAPS gives a great overall view of consumer lifestyles, behaviour and decision-making. But how do we use the database from a media strategy perspective?
In this episode we unpack some of the interesting behavioural insights which impact media consumption in the digital landscape and the MAPS teams constructs a compelling case for concluding that “how many?” is a media currency issue but “how” is a planning issue.
We also talk about MAPS claim to be a “single source” database and pose two questions. What constitutes a single-source database and in a platform agnostic digital landscape is it realistic to expect any one database to be a fully inclusive and holistic source of marketing insights?
What’s the future for collaboration in market research in South Africa? How do we find the collaborative common ground in terms of alignment with the global WFA North Star initiative for XMM (Cross Media Measurement).
Is data fusion a viable option in order for marketers to navigate across the myriad research database options that have manifested themselves in the post AMPS landscape? What is the contribution of time and space in ensuring reliable and valid data fusion?
Could the LSM and SEM models tools be recalibrated and reconstituted so that the industry can once again have one uniform lens for broad-based macro segmentation and audience measurement?
Join us this week on The Doc and The Guru Podcast as we piece the MAPS puzzle together with these insights from the MRF (Marketing Research Foundation) and find out whether the Doc is already trimming the Christmas tree.
