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
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 is to establish a “Gold” standard media currency for audience measurement and to Provide the audience with data at Non-Commercial rates.
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.
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.