ROOTS 8.0 research

ROOTS 8.0 is a consumer research tool covering shopping habits, the home, food and groceries, entertainment, fashion and beauty, finance, technology, readership and pathway to purchasing decisions made in local South Africa. The ROOTS 8th release independently sampled 97 local communities, covering all the major centres in South Africa from Polokwane to Plettenberg. A total of 23,000 adults aged 18+, representing 9.3 million adults and 3.9 million households were interviewed.

This is the 8th edition evolved from face-to-face, in-home collection to an online panel and some qualitative face-to-face collection. Caxton and Spark Media partnered with Borderless Access to bring our clients and the research industry Roots 8.0. Borderless Access is the providers of the most sophisticated and mature online consumer panel in South Africa.

ROOTS is Caxton's analysis of the local newspapers' readership. A means of ensuring that local print advertising is worth the investment. The Caxton newspapers and any company that conducts local business or rein in a particular community can both benefit from the invaluable information that ROOTS gathers about the local community, and their consumer behaviour.

Fun Fact: The first ROOTS survey was conducted in the year 2000, covering 33 local communities.