
Launching a new product during a recession can pay off, study shows
Researchers find fewer competitors and lower manufacturing and marketing costs contribute to product-launch successes during a recession.
MARKETING RESEARCH
By our African Marketing Confederation News Team | 2025
Household income distribution has returned to 2021 levels. Fast-food purchases and eating out continue to steadily decline.
South Africa’s Marketing Research Foundation (MRF) has released its latest Marketing All Product Survey (known as MAPS), delivering a comprehensive view of the country’s consumer behaviour and media trends.
Photo by Ketut Subiyanto from Pexels
The foundation says this latest dataset, covering January to December 2024, marks a major milestone for the country’s media and advertising industry by providing a full four-year window into shifting audience patterns, purchasing habits and media consumption.
“With 18 quarterly releases now published since Q3 2020, the MAPS dataset is a strategic resource for advertisers, agencies, media owners and brands seeking to understand and respond to evolving market dynamics,” the MRF states.
With over 20,000 interviews conducted annually by a team of more than 200 field interviewers, MAPS covers all provinces, districts and municipalities. Among the highlights of the latest survey:
Demographic shifts and socio-economic trends
Media consumption patterns
Consumer behaviour and brand loyalty
The full MAPS dataset is available to subscribers, with launch presentations accessible on the MRF website.
Researchers find fewer competitors and lower manufacturing and marketing costs contribute to product-launch successes during a recession.
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.