Overview of ROOTS 2010

ROOTS 2010 is the largest urban survey conducted within South Africa, a sample size almost twice the size of AMPS (24,700 interviews).

It is the most recent research in a series of surveys which have been funded by Caxton, but executed externally by reputable research companies. TNS Research Surveys has managed the ROOTS research projects since 2004. Their large, well-trained and professional field team is suitably equipped to handle the challenge of completing 24,700 face to face interviews countrywide.

Fieldwork for ROOTS 2010 commenced in May 2009 across 100 areas or communities in South Africa from Tzaneen in the North to Fish Hoek in the South including Gauteng, KwaZulu-Natal, Western Cape, North West, Mpumalanga, Limpopo, Eastern Cape and the Free State. ROOTS 2010 focuses on purchasing decision makers (PDMs) living in formal housing, with direct access to buying power.

Amongst other pertinent information, researchers have determined what PDMs read, what they buy, how they spend their time and where they shop. Our previous ROOTS 2007 research was incredibly well-received and clients, advertisers and media agencies have been demanding more of the same – so much so that we have broadened the scope with additional data. There are a number of new questions included in ROOTS 2010, but the basic structure has remained the same to ensure that NAB is able to trend from 2004 to 2007 to 2010.

The launch in March 2010 showcased to clients the bouquet of information ROOTS can provide. The unique geographical features of ROOTS 2010 allow for advertisers, clients and agencies alike to examine markets at a suburb level. Countries, provinces and cities are not homogenous and the similarities and differences in these areas (whether demographic / behavioural) can be explored using ROOTS data.

Users of Telmar will be able to access the data on the TNT programme free of charge or by contacting NAB.

For more information on ROOTS 2010, please contact us