PAMRO’s vision is to obtain knowledge of the behaviour of inhabitants of Africa, in particular as far as media and product usage are concerned to allow us to make informed decisions about how to reach certain target markets and how to communicate with them.
Our mission is to create a uniform research infrastructure in African countries to achieve our objectives below and to use the same measuring and target marketing methods so that results of different countries can be compared validly.
The objectives of PAMRO entail the creation of a forum for industry organisations, media research providers, media owners, marketers and advertising agencies in different African countries to exchange knowledge and to learn from one-another’s successes and failures, to ensure the highest quality and to harmonize our research methodologies so that we will eventually have a continental media research database. The latter will make Africa the leader in the world in providing a research database for the growing number of global media owners, marketers and agencies. We are including the Indian Ocean Islands into all our activities and under scribe the rules of market research bodies such as those of the World Organization for Research Professionals (ESOMAR)
PAMRO’s current main activities are its annual meeting and All Africa Media Research Conference. These events are rotated to different parts of the continent as part of our policy is to ‘bring PAMRO to the People’. We are working on instituting regional chapters that will attend to more regional matters and will also meet more frequently. PAMRO is more and more used as a reference point to obtain information about the availability of media research results in different African Countries, as well as for references where such information can be obtained from.