Southern African Marketing Research Association (SAMRA) was established in 1963 as a voluntary association of marketing researchers. Marketing research as an identified, delineated discipline and profession was relatively new, and there was a need to ensure professionalism amongst researchers (incl. sharing ideas and new developments), and to promote the effective use of marketing research by decisionmakers.

SAMRA’s Goals and Objectives are to:

1. Grow the marketing research, social research and opinion polling research industry

Objective 1: Proactively market, advocate for and lobby on behalf of the industry

Objective 2: Strategically manage talent at industry level to meet demand

2. Enhance quality and professionalism

Objective 3: Promote the professional development of practitioners

Objective 4: Provide industry-specific input into the Southern African learning system

Objective 5: Protect the public, and monitor and self-regulate ethics in the industry

3. Deliver stakeholder value

Objective 6: Offer value-adding products and services to the industry

Objective 7: Ensure adequate representation of the industry with government

Objective 8: Maintain effective systems and processes to manage operations

Our stakeholders include members of the public, suppliers and clients/users of research (including our members), the media, legislators, related industries and associations, and education and training providers.


SAMRA Membership requires adherance to the internationally accepted Code of Conduct for marketing research, social research and opinion polling research. In this regard, SAMRA is the ethics watchdog for Southern Africa, and deals with complaints, enquiries and other issues pertaining to the Code of Conduct. Members who achieve a certain level of competence and standing in the industry are awarded various forms of Professional Recognition (e.g. accreditation, inclusion on the SAMRA Honour Roll, awards at Conference, etc.).

Publications include Industry Research; the SAMRA Yearbook that contains important documents relating to SAMRA and marketing research practice, including information on members; the Newsletter distributed electronically to members; the Southern African Journal of Marketing Research, distributed to members and containing technical research articles relevant to the industry; the SAMRA Annual Conference publication is a digest of all papers presented at the conference. Publications are available from the SAMRA office.

SAMRA hosts an annual conference, with eminent speakers from SA and abroad. Other Professional Development Events include seminars, workshops and meetings where issues pertinent to the profession are discussed, hosted at local level.

Advertising and Sponsorship Opportunities are publication-, website- or event-based (e.g. registration area, venue, catering, presentation area, gifts, etc.), and are available to companies who do marketing research, have positions available in marketing research, offer industry-relevant training courses and other learning opportunities, suppliers research-relevant goods or services to the industry (e.g. focus group discussion venues, IT, freelancers).

A number of Interest Groups have formed to discuss common interests, learn, network, share resources, etc. including Research Supplier (previously know as SAMRA Corporate),  Research User, Fieldwork, Research Participant Recruitment, Small Business and Freelancer,  and Qualitative Research interest groups.


The SAMRA Board, which consists of ten elected representative seats, manages SAMRA. There are four regional branches in South Africa based in Cape Town, Durban, Johannesburg, and Pretoria. Namibia also has a small branch.