M-Ploy offers fieldwork management services for market research and social research projects throughout South Africa, Eswatini and Lesotho.

We execute CAPI fieldwork for large scale population surveys nationwide, with real time quality assurance checks.

We have a proven record of working in hard-to-reach communities, which is crucial for studies such as informal markets’ retail census and GIS mapping.



In 2006 Shameen Yacoob established M-Ploy, providing market research services, turnaround management, business plan and financial restructuring services to small businesses.  Shameen’s vision was to build a company that could facilitate the growth of local businesses, as well as provide jobs and opportunities to uplift communities.

M-Ploy head office is located in Cape Town, and we have dedicated supervisors in all 9 provinces of South Africa, Eswatini and Lesotho.

We have an active pool of over 100 interviewers and field auditors across South Africa and Eswatini who are proficient in conducting CAPI fieldwork for large scale population surveys, retail audits, GIS Mapping, mystery shopping, customer intercepts; and over 20 talented moderators who are proficient in qualitative techniques such as in-depth interviews, focus groups, traditional ethnography, live video introspective ethnography and other innovative methods.




Shameen is the passion and drive behind M-Ploy.  Her hands-on approach to the management and growth of the company, as well as her commitment to the ongoing development of the individuals in her team, ensures that clients are assured of quality results that are highly responsive and consistent.  With a wealth of experience gained from various management roles within several industries (including banking, healthcare and film and television production), she ensures a holistic approach to finding solutions for her clients – not just in the field of research, but also in general business planning, turnaround management, marketing and finance.  Shameen studied Public Administration and Development Management at the Business School of the University of the Witwatersrand and some of her career highlights include being appointed Executive Producer of the internationally successful Takalani Sesame (co-produced with Sesami Workshop, New York), as well as being appointed Head of Production for Times Media Television, one of the largest production companies in the country.  One of her first projects in this role was the first in the history of the company to come in on budget, make a profit and win awards internationally and locally.  After five years in the film and television industry, Shameen relocated to Nelspruit in 2002 to work in entrepreneurial development – particularly in job creation, the development of small businesses, and to research and promote environmentally friendly projects.

All initial projects were based mostly in Mpumalanga but over the years extended to all provinces in South Africa.  In 2019, Shameen relocated to Cape Town so she could better manage projects across the country.