Collecting Data to Inform Multi-Country Programs for Global Brands and Organizations

The BBC sought a nationally representative estimate of its audience reach and brand performance across Uganda to inform global reporting and strategic content decisions. This was part of a broader multicountry study.

As an accredited data collection supplier for Kantar in Uganda, Rwanda, Tanzania and South Sudan, was tasked to administer a nationally representative survey among people aged 15 and above in both rural and urban areas, using random probability sampling and computer-assisted personal interviewing (CAPI).

Data collection was carried out across 200 sampling points spread across 200 sub-counties in 100 districts.