South Africa, Jan. 9 -- This is because South Africa's consumer landscape is becoming increasingly complex, and far harder to read with confidence.

Spending power is under strain, and behaviour differs sharply across regions and demographics.

As a result, decisions driven by poor-quality or unverified data are becoming an expensive liability.

Not reaching communities

Traditional fieldwork is costly, slow, and often fails to reach these lower LSM communities - markets that hold enormous purchasing power yet seldom appear accurately in research samples.

Digital DIY tools promised reach, speed, and cost efficiency, but are struggling with bot activity, duplicated profiles, and unverifiable respondents.

And with a major global measureme...