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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's the country's longest running and most comprehensive independent local consumer research survey. 

ROOTS is conducted every 3 years, and has a significant national sample size covering a variety of data. 

  • 25 000 in-person and panel interviews (adults aged 18+)
  • 107 communities in South Africa
  • Representative of 4.5 million households and 10.8 million adults

ROOTS 8.1 surveyed 8 main business categories:

  • Tech (cellphones, shopping retailers)
  • Leisure (entertainment, gambling, eating, shows, travel)
  • Loyalty (current use, best value/benefits)
  • Food and groceries (shopping, retailers, categories)
  • Fashion, beauty, health (clothing retailers, hair, treatments, supplements, fitness tracking)
  • Transport (public, cars, servicing, purchases)
  • Finance (banks, accounts, insurance, monthly outgoings)
  • Home (structure, shopping, retailers)

Click here to download a summary of the research conducted or email us to setup a bespoke presentation.

View latest ROOTS research by province: