WHO WE ARE
In 2007 the industry through MOA, APA and MSK saw the need to form Kenya Audience Research Foundation (KARF), with the following mandate:
- Establish “gold” standard media trading currency
- Source for data collection agencies through competitive tender processes
- Mobilize and manage the research funds
- Manage the audience measurement service in Kenya
MORE ABOUT US
KARF HISTORY
Kenya Audience Research Foundation (KARP) was formed in 2007 as a joint industry body to manage all aspects to do with audience measurement in Kenya.
OUR MANDATE
Our mandate is to establish a “Gold” standard media currency for audience measurement and to Provide the audience with data at Non-Commercial rates.
OUR COMMITMENT
The primary objective of Kenya Audience Research Foundation is to provide reliable estimates of audiences to the industry as a basis for the planning of advertising budgets.
WHY KARF
1. Non Commercialised Rate Card
Kenya Research Audience Foundation is a NOT for PROFIT institution and therefore the rates provided are not commercially motivated.
4. Industry Oversight Committee
The committee gives a platform where divergent industry inputs are considered and balanced for the common good.
This organ helps in promoting accountability on the part of the research agencies working with KARF
2. Gold Standard Media Trading Currency
One of the key founding objective of KARF is to ensure the market has one common measure of audience that can be used by all stakeholders
5. Training Opportunities through ISA
KARF works closely with International School of Advertising (ISA) in encouraging data users to participate in programs such as Brand Communications, Advertising, Public Relations and Brand Marketing offered by the school.
3. Ready to Transition Methodology
The current tracking mobile app methodology is intentionally designed to prepare the market for a passive methodology in not so distant future
6. One Stop Shop for Audience Data
The research methodology provides data on Television, Radio, Print and Online
KARF INFOGRAPHICS
Who should pay for advertising research?
Advertising Research is an oxymoron, even though it may not be as bad as Military Intelligence which is the classic contradiction of terms used in conjunction. When I ‘sold my soul’ and made an incomprehensible switch from the advertising to the research sector many people thought that I was mad, and my parting gift was a kinetic desk toy of leaping blue dolphins as if to say that I would be a fish out of water.
Ad agency executives don’t think much of their research counterparts and it’s mainly because they live life on different planets.
SOME OF OUR SUBSCRIBERS
