Available now!

FUSION Workshop

Join us for a live FUSION workshop this Thursday, 10 December 2020, 10:00 am

Add to Calendar below for the Zoom workshop meeting link.

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The workshop is limited to 100 attendees, but you will be able to see a recording of the workshop on Youtube afterwards. We will be having more workshops like it in the future, so there are plenty of opportunities to get a deeper understanding of this valuable resource.

Please contacts us at info@prc.za.com if you would like to arrange a dedicated workshop for your team.

Recommended viewing: Watch this explanation of FUSION by Jonathon Wells, Senior Vice President – Data Science at Nielsen Media International, before the workshop > > >

Fusion is the future of media research


Due to the proliferation of media and the challenge of traditional single-source research relying on the respondents’ fallible recall of events;  fusing of data from medium-specific studies that use actual cookies in the case of digital measurement or people meters for television is a much better and accurate solution. By fusing (combining) data from different studies at the respondent level we are able to obtain much richer and deeper audience insights.

Fusion allows us to capture longitudinal data (actual behavioural data, captured over a number days, week or months) vs. the single “snapshot” of a traditional questionnaire based on the respondents recall of say their past week shopping as was the case with AMPS. For example the Nielsen CPS panel of 4000 households is based on actual purchases, audited with till slips and bar codes over a 12 month period. This equates to over 210,000 actual shopping occasions vs 25,000 weeks in AMPS based on 1 respondent remembering what the entire HH has bought. CPS audited data is an exact mirror of actual market share.

The PRC was the first JIC in Africa to introduce Fusion in 2018, and now we have partnered with the BRC to bring the industry a new four-way Fusion with PAMS as the hub survey being fused with TAMS, CPS and DCS. (Digital Consumer Survey).

The new PAMS 4 WAY FUSION fused dataset that includes PAMS, TAMS, CPS and DCS, contains more data points than any other media research study ever published in South Africa. This fused data set contains 953 909 612 data pointsalmost 3 times the 355 694 352 data points in AMPS. With over 3,200 brands the PAMS 4 WAY FUSION will give media planners and advertisers, richer and deeper insights than ever before, and will become the de facto media planning tool in SA.

Fusion is brought to you by PRC and BRC, leaders in relevant and insightful research to enable better media planning and increase your advertising ROI as a result.

Fusion 2020 is now available on Telmar and Clear Decisions

Fusion 2020 documents