ROOTS research

ROOTS is South Africa's leading urban, community-level, quantitative survey that provides marketers with unequalled demographic and behavioural information about their customer base. 

It is conducted every 3 years, has a large sample size and covers a wide variety of data:

  • 23 000 in-person and panel interviews
  • 98 communities in South Africa
  • Representative of 3 500 households and 6 million adults

ROOTS 8.0 covers a wide range of buyer behaviour, covering:

  • The shopping  journey
  • The use of local papers and advertising in local papers
  • Shopping: food & groceries, durables, clothing, tech etc
  • Finance
  • Health & beauty
  • Entertainment
  • Connectivity
  • Travel
View latest ROOTS research by province: