We provide Researching
that give our clients and stakeholders a clear understanding of the Kenya audience
The primary objective of audience research is to provide reliable estimates of audiences to the industry as a basis for the planning of advertising budgets. The secondary objective is to provide audience estimates to facilitate programming analysis and planning.
KARF is committed to inform and support the quality of decision making in the industry through audience research.
In this regard, we ensure our research is evidence-based and we rely on expertise in developing our currency.
In tandem with our research, we consult widely with government, private sector and development agencies. We value information and knowledge that informs our role, and through our relationships in the various sectors, we ensure we remain relevant to the needs of the industry.
The industry through Media Owners Association (MOA). Association of Practitioners in Advertising (APA) and Marketing Society of Kenya (MSK) decided to collectively form Kenya Audience research Foundation (KARP as an joint industry body to manage all aspects to do with audience measurement in Kenya.
The tender for data collection was won by Steadman Group (now Ipsos) who delivered research under the Paper Diary Methodology up to December 2014
KARF reconstituted the Industry Oversight Committee (IOC) by bringing in other industry bodies together with media research technical advisors from Africa Centre for Applied Research (ACAR)
KARF commissioned TNS to conduct a national Media Establishment Survey
The Government of Kenya issued KARF with a certificate of incorporation as a company limited by guarantee.
The Kenya Audience Research Foundation governance structure constitutes two key industry organs – Trustees and Oversight Committee