Our background...

Established in 1992, Marketing Science set out to investigate and develop new technology for use in marketing research.

Because Marketing Research connects the decision maker with the consumer, there are many opportunities to enhance the process.

This ranges from:

  • sampling theory
  • measurement
  • data collection
  • processing
  • analysis


  • interpretation
  • knowledge creation
  • decision support, and
  • deployment of the information to decision makers.

Mike Broom, the sole owner and director of Marketing Science, has had a varied career from counter assistant, to store manager to merchandiser to Group Merchandising manager at SFW in 5 years while completing a BSc in Maths & Applied Maths through UNISA.

This was followed by six years in advertising at Bates and BBDO Research, and ending up at BBDO Cape.

Mike spent the next six years as an academic teaching Market Research in the Department of Business Science at UCT, obtaining his M Comm degree in marketing along the way. His consulting work included a 4-year tenure as marketing consultant to Rebel Liquor Stores.

He has published in the South African Journal of Economics as well as having presented numerous conference papers. Special interests include measurement processes and software development.



What we do

Marketing Science's developments include:

Securing the distribution rights and successfully launching ESPRI survey analysis software in Africa in 1995. This is developed in New Zealand by Information Tools Limited and is used by companies such as BAT, Coca Cola, McDonalds, Mindshare and Cadburys as their global marketing information system. South African companies that use the system include Telkom, SAB, FNB, Cell C, MTN, Metropolitan, YUM as well as widespread use in Nigeria and Ghana. These activities have been incorporated into a separate wholly owned company, Infosense (Pty) Ltd.

The development of New Product RADAR – a decision support tool that forecasts sales of new products from market research measures, and has been used internationally in the UK and Indonesia. New Product RADAR has been used extensively in South Africa on projects for companies that include Nestle, Galderma, GSK, Clover and Adcock Ingram.

Developing procedures for obtaining quantitative measures of qualitative constructs – AD-Audit – used on over 40 advertising pre-testing projects.

Developing and proving the capability of loading ad hoc market research survey data into SAP business systems.

Researching, developing and deploying market research online panels in Africa. Since 2005 we have been running our own panels, co-owned panels, as well as managing client owned panels. Currently we're working with 4 different research and panel management systems and have the largest panel relationship management department in Africa.

The launch of Panel Services Africa to house all the panel related business activities including:
Instant Insight – Africa’s first 6 day turnaround research service
Synchronous Surveys – the first in Africa with seamlessly integrated mobile & online research capability
WebTrack – the first weekly reported consumer tracking service
The first in Africa to introduce online biometric measurement services to enable Neuromarketing online
Development of Marketing Test Lab - the first panel based pre and post testing promotional, activation and marketing effect service.

New Product Radar:
An exciting development in new product sales forecasting which enables the marketer to forecast volumes likely to result from different marketing scenarios.

New Product RADAR is a mathematical simulated test market (STM) which has been developed and used in SA for more than 10 years and incorporates unique factors such as word of mouth, merchandising and awareness arising from retail presence.

This is an uniquely South African tool which is inexpensive and FAST!

Marketing Science works with clients to deliver a fast turn around, high quality, planning and forecasting service to take the guesswork out of new product launches.

To find out more about how to reduce risks in launching your company's new products and an obligation free presentation contact mike@marketingscience.co.za



Companies we work with

Infotools SA PTY Ltd
Infotools focuses on Information Tools Limited products and services and conducts no business outside of that. The consumer research data analysis software products and services for cross-tabbing databases.

Website: infotools.co.za

Panel Services Africa
• Online Agency using the latest online and mobile technology
• Fresh, street-smart, practical approach to market research
• A focus on quality, innovation and respondent-centricity
• 7 years experience in SA market
• Passionately believes in quality online research panels

Website: panelservicesafrica.co.za


Get in touch...