The Zimbabwe Advertising Research Foundation (Zarf), a body that brings together media organisations and advertising stakeholders commissions Zamps in order to undertake market research for advertisers.
The objectives of Zamps are quite noble and relevant not only for media managers, advertisers and investors but also for media development practitioners, who can use such survey findings to plan strategic interventions to promote media development in the country.
The Zamps report is still largely referenced by media organisations and advertisers despite the controversies.
However, over the years there are some media houses and analysts who believe that the Zamps findings have been leaving more questions than answers, not least due to their flawed, if not shallow research methodologies and often recycled data, but also dubious results.
