The Africa Forum 2018 programme committee functions under the expert leadership of Anna Alu, ESOMAR Senior Consultant: Developments and ESOMAR Foundation Board Member. Anna provides expertise and collaboration on events, activities, projects and initiatives that promote ESOMAR’s reputation for high standard products and services for market research professionals and their organisations worldwide. Anna’s career at ESOMAR spans several years having played a pivotal role in broadening and enhancing the worldwide events calendar and leading key projects.
Jane Nzomo is co-founder and Managing Director of Consumer Options Limited, a full service market research firm established in 2004, with a track record of providing research based solutions across Africa. Jane Nzomo is also a founding Director of the African Market Research Association NPC (AMRA), and a member of the Marketing & Social Research Association (MSRA) in Kenya, where Africa Forum 2018 is being held.
Philip is a seasoned Marketing Insights and Strategy professional with over two decades of successful global experience on client and supplier sides. He is currently the Principal at KnowledgeSquare Foresight, a Chicago and Lagos-based Business Analytics and Strategy company he founded in 2015.
Prior to KnowledgeSquare, Philip has worked at Grey Advertising, British American Tobacco (BAT) Nigeria and the UK as head of African Research team, Brown and Williamson/RJ Reynolds in the USA, AC Nielsen BASES as Client Service Director, and as Head of US Research at Metrixlab. At BAT, Philip helped establish and develop marketing research teams, managed global brand insights from the UK, and helped develop corporate dashboards and consumer tracking studies in the US. On the supplier side, Philip has led projects in various verticals for clients including PepsiCo, Microsoft, ConAgra Foods, Nestle, Kraft, Abbott Lab, SuperValu, Scotts, Tyson Foods, McDonalds, Sara Lee, Nestle, Barilla and Reckitt Benckiser and several others.
Philip holds a MBA degree from the University of Lagos, M.S. in Information Technology Bellarmine University, Louisville, KY USA, Cerificates in Data Drive Strategy and DIgital Marketing from Cornell University. He is currently working on his Doctoral program at the University of Wisconsin.
Mr. Gundona is currently the managing partner of Consumer Insight Consult, Ghana, a company he co-founded in 2010. He currently provides direction for the overall strategic direction for the company. Prior to founding Consumer Insight Consult, Mr, Gundona began his research carrier when he joined Research and Marketing Services in 2000 as a Research Executive. He left after four years for further studies in the United Kingdom. He re- joined the company as Research Manager in 2007 and rose to the position of Country Head in the company’s Office in Abidjan, Cote D’Ivoire. As Country Head, he managed the overall strategic business and research plan for the local market and also pioneered business growth by developing marketing and implementation of customized research solutions for the business community amongst others. Mr. Gundona is currently a board chairman of Akayet (four star) hotel and Sahel Fm.
Jonathan has been in the market research industry slightly over 18 years, having begun as an interviewer while still a student at the University of Nairobi in Kenya. He has worked his way laterally and vertically across the facets and hierarchy of market research in Africa. Within the 18 years, he has had the privilege to learn, lead and be responsible for various research products, across local and multinational clients in diverse industries. He has worked with TNS and Nielsen, and in 2016, he left a multinational MR agency to form a boutique research firm specializing in partnering with clients to achieve retail excellence. He has worked in over 22 African countries and also in Asia. Jonathan loves the outdoors and has climbed Mt. Kenya and Mt. Kilimanjaro. He is an avid cyclist, camper and actor.
Phyllis has worked in Market Research throughout her career, managing GfK’s UK company, focusing personally on international and B2B research, and always interested in the global development of the MR industry, and, perhaps more importantly, in the growth of Researchers! She has spent the last several years working on the GfK Verein’s University cooperation programme, setting up post graduate courses and degrees in Africa and Asia, and supporting Interviewer training in Africa. She is now expanding that work through the ESOMAR Foundation, via education and also supporting the non-profit sector to use market research best practices more in designing and measuring their aid programmes. She believes that everyone needs market research skills: from the newest small business to top executives in global organisations, and is doing her best to spread the word! She also believes that there is a huge opportunity for the MR industry in Africa to demonstrate new thinking and support both local and international clients with real business knowhow.
Nontuthuzelo Mashaba is an enthusiastic and curious marketer, researcher and academic who is currently enrolled for her PhD in Management at Rennes School of Business in France, focused on Organizational Theory. Her experience spans from Brand Management and New Product Development, having worked for Unilever and LÓreal, to academia and research, having worked for the University of Pretoria and University of Johannesburg as a lecturer, researcher and research supervisor. She holds a Bachelor of Business Science (Honours) in Marketing Management from the University of Cape Town as well as a MCom in Marketing Management (Cum Laude) from the University of Pretoria. She is currently the Foresights and Trends Manager at ABInBev.
Serge has more than 17 years’ experience in piloting of projects related to quantitative and qualitative market research, presenting at conferences, training, presentation of research results and strategic recommendations to clients in many African countries, including Burundi, Congo, Gabon, Ivory Coast, Uganda, and Sierra Leone. Serge has a Bachelor’s degree in Marketing (1993 to 1998), was Managing Director of EXPERTS Research Agency (1999 to September 2011) and is currently General Manager TARGET Research & Consulting (from October 2011). He is the ESOMAR representative for DR Congo (January 2014 onwards).
Throughout his 25-year career in field operation research and marketing, Paul has enjoyed participating in many high profile research projects across Africa. After an inspiring and challenging Career with ACNielsen (now ,The Nielsen company), and Unisys , Paul worked with RMS,[Research and Marketing Services, now part of TNS] as Head of Field Services and has managed projects in more than 25 Countries across in West, East, Southern and Central Africa sub regions. He has also worked extensively on development projects and baseline studies in Sub-Saharan Africa. The founding CEO at Random Dynamic Resources LLC (one-stop fieldwork company), Paul is currently based and working from RDR Headquarters in Lagos, Nigeria. He is the Publisher of Research Intelligence Magazine- the voice of marketing Research Industry in West Africa; and currently the Secretary General of Nigeria Market Research Association ( NIMRA). Paul holds a Post Graduate Diploma in Journalism from Pan Atlantic University, formerly Pan African University).
Joy, an expert in consumer-centric growth for businesses, and an ardent believer in citizen development through research-directed strategies for a new Africa, has built over 20-year experience in Marketing Management and Market & Social Research from both client and agency sides. With experience in most of the fields of marketing and opinion research, she currently heads Decision Support, a full service Market & Social Research agency, which conducts research in several African countries.She serves as Nigeria Representative for ESOMAR (a global body of market research professionals) and recently won the Best ESOMAR Representative award, Emerging Markets. Before her new role at NiMRA, she was the Association’s Vice President and is a NiMRA Fellow. She represents Western Africa in the Management Committee of the African Market Research Association (AMRA).Beyond the research world, Joy interacts with others across the globe with interest to highlight the Africa’s potentials, brainstorm innovative ideas and activate on various pressing issues in the continent.
Ms. Matiko has been involved in applied research for the last 20 years. Her focus is mainly development research, often studies that adopt some elements of projective techniques and small-scale quantitative surveys. The techniques used take cognize of the local norms that could influence responses. Given that many of the studies she has been involved in are exploratory in nature, she has managed numerous
studies around feasibility studies for community installations, concept testing around reproductive health products, financial access/inclusion, gaming amongst others. Carol is trained in Human Centered Designs (HCD) approaches which she has used extensively in the last two years for SMEs that received funds from an accomplished and well-known accelerator programme where small scale qualitative studies are done as proof of concepts for further access to significant grants.
She has also been involved in supporting the M&E function particularly around qualitative assessment as part of bigger initiatives that also include quantitative studies and project statistics. In this role she will often develop qualitative participatory tools and manuals adopted by the partners for long term use.
She started off her career in a local research agency in Kenya, rose through the ranks to director level and was part of the management team that saw the firm’s acquisition by and international firm and subsequent transition. She left about 7 years ago to pursue other interests but was drawn back to research and currently runs a boutique research agency Gmaurich (insights) that’sfocused on high quality qualitative and small-scale quantitative studies.
Carol lives in Nairobi with her family where she spends any free time trying to see as much as possible of the exceedingly beautiful country.
Develop an interface for requesting quotes, with associations input.
Ndeye is in charge of the Insights Division of Kantar, for Francophone Africa region and Ghana. She’s based in Abidjan from where she works in helping brands grow from a large variety of sectors and markets across Africa.
Ndeye is first and foremost a passionate researcher. She is passionate about delivering smart data through the newest and most agile research methodologies. Over the past 15 years, delivering growth-led insights to clients has driven most of her orientations and actions.
She graduated in Marketing, Communication from the Institut Supérieur du Commerce in Paris, started her career in Ipsos Marketing. She joined the Kanttar Group in Senegal in 2009.
Rachael is a multi-industry expert with over 10 years of experience in consumer research and market intelligence. Her consumer research experience spans across diverse industries like FMCG Household
(P&G), FMCG Drinks (Diageo), Telecom (Etisalat), Banking (Royal bank of Scotland) and consulting. She has gathered valuable years of experience in strategically managing portfolio via consumer insights
&analytics within and outside the shores of West Africa. She is passionate about translating consumer/market insights into winning business strategies, as well as leading the brand to profitably
dominate the market. Rachael has successfully led projects locally and internationally (West African and
Western European Countries).
She holds a first degree in Business Administration and a second degree in Business Economics. She is a member of Operations Research Society in Nigeria, NiMRA and the Country Representative for ESOMAR in Nigeria. She currently champions insights & marketing analytics for Beer, APNADs & Spirit at Diageo as a Senior Manager and she resides in Lagos with her husband and sons
I lead consumer planning for the Africa Innovation team at Diageo, which means it’s my job to ensure our team is working on the biggest consumer-centric innovation opportunities, fueled with the right insights, so that we can delight our African consumers and drive sales growth for Diageo. Most of us the team is based in London (albeit with fairly frequent travel), which means we need to work extra hard to stay connected to the consumer, and be extra curious to make up for a lack of daily exposure to what is happening on the ground. It also means we are more reliant on great agency partnerships and global-local working relationships to deliver brilliant, vivid consumer understanding and insights to fuel innovation. I care a great deal about facilitating this, and feel very privileged in my role to help shape the future of the Diageo business in Africa, at the same time as – I hope – making people’s everyday socializing experiences that little bit better through our brands and innovation.
Prior to Diageo I led Global Consumer Planning & Insights for the Gin, Innovation & Whisky categories at Bacardi, and before that I worked at various WPP advertising, brand development, and insight/ future forecasting agencies, where I specialized in combining a “top down” view of long-term market or cultural change with “bottom up” consumer understanding for clients like Nokia, Unilever, Diageo and the UK
Government. I am originally from Scotland (though I don’t sound like it any more), but am an explorer at heart, and have lived and/or worked in the US, Japan, China and Chile as well as having family links to Africa via Tanzania and South Africa.
Solum Adoi-Elaigwu has over 10-year post-N.Y.S.C. work experience in media, public relations, brand building and business development. She has worked in several media agencies and brands and is skilled in strategic media planning, sales & business development, market insight analysis, brand building and management. At Geopoll, she is the lead of Business Development in Nigeria, where she is responsible
for designing creative research solutions that facilitate the growth of client businesses.
She holds two University degrees – a B.Sc. in Microbiology from the Abia State University and a Masters’ in Managerial Psychology, amongst other professional courses such Diploma in Public Relations and Digital Marketing Programme, from the University of Stellenbosch in South Africa. She is an Associate member of the Advertising Practitioners Council of Nigeria (APCON).
Moowa Masani has over a decade and a half experience as a strategic qualitative insights professional.
Having studied law in his home country Zambia, he took the leap into branding and consumer insights work when he joined Added Value in Cape Town, South Africa. He worked on a myriad of iconic brands and businesses in South Africa and beyond garnering experience across multiple industries from alcohol to FMCG to financial services, telecommunications and even entertainment.
In 2008, took the opportunity to grow his experience with different research and branding companies as well as communication and advertising agencies and in 2012 he studied social anthropology adding to the understanding of consumer behaviour from a societal point of view.
In 2013, Reach Consumer Insights was founded to tap into the increasing need for specialised qualitative strategic insights focused on markets on the African continent. Reach has provided actionable strategic insights for clients in Ghana, Botswana, Cote d’ivoire, Nigeria, Ethiopia, Namibia, Rwanda, Kenya, Uganda, Tanzania, South Africa, Mozambique, Mauritius, Zambia, Zimbabwe.
Reach delivers traditional qualitative research with a twist. Either as stand-alone projects or as mixed-tool projects we incorporate ethnographic tools and techniques in the fieldwork while analysing consumer and market feedback through the lens of anthropology, popular culture, psychology and semiotics. This has allowed Reach to translate insights into actionable strategic recommendations for innovation development and refinement, communications development and consumer/market understanding.
Reach services established commercial businesses, start-ups as well as advocacy/social justice industries helping clients look at their audiences in new ways while also aiming to re-shape the narrative shown of the continent both within it and outside.
Her career started far from Congolese land. In Cameroon, precisely in 2009. That year, she entered market research field at RMS Cameroon which is Kantar TNS today. She was Trainee research Executive for qualitative studies. Under supervision of her line managers she was moderating groups, writing proposals at project reports.
Two years later, she was promoted Research Executive. It was the beginning of her international career; in Cameroon and abroad; during 5 years, she conducted almost 100 qualitative studies with various methodologies (focus group discussion, ethnographies, monographies, observations, immersions, etc.) within various business fields such as telecom, breweries, tobacco, pharmaceutical, bank, insurance, etc.
In 2014, she started her Congolese journey at Vodacom where she was Market Research Specialist. At this position, she supervised many projects like Mystery shopping, rebranding, NSP, B2B, etc.; studies conducted by Nielsen, Ipsos, Kantar TNS, etc. After 18 months spent at Vodacom, Arlette joined Feronia
DRC, a company within palm oil field for a short period.
It is in September 2017 that she joined Target as Senior Market Analyst. Her role consist in having a close and strategic look at project implementation, especially on complex ones, on proposal writing till report presentation. Her role is also essential on report recommendations. She is a real added value for the agency.
Claude has 5 years experience in social and market research in various parts of the DRC. He has worked on research projects on different sectors of development with the country. He has also been involved in various public opinion polling in the country.
He is an experienced evaluation and monitoring expert with Global Research Insights Sarl- DRC and is well versed in qualitative and quantitative research techniques. He is a prolific researcher with a mastery of multiple local Congolese languages.
He has conducted various projects on TPM-Third Party Monitoring, Monitoring & Verification of projects, Impact assessment of projects of security, health, and mining in rural Congo.
Claude has worked with various international clients in the development sector, government agencies in Congo-DRC as well as international aid agencies.
He holds a degree in Agronomy from Universite de Kisangani.
Busola Akin-Olawore is a zealous researcher and consumer behaviour specialist with over 7 years conducting research in the Finance, Real Estate, FMCG, Healthcare, Retail, Education and Telecommunication sectors. She holds an Honors Bachelor of Science in Psychology and Health Studies from University of Toronto and a Master’s degree in Market Research and Consumer Behaviour from IE Business School. Having studied, lived and worked in 3 different countries, she currently runs a market research company, Versa Research, in Lagos, Nigeria.
Joseph has over 20 years experience in market and social & development research in various countries in Africa i.e. East Africa, Cameroon, Nigeria and Ghana. He has worked on research projects dealing with vulnerable populations in both marketing of small holder farm produce and scaling market entry strategies among rural poor in Nigeria, Ghana, Benin and Uganda. Joseph will be in charge of the overall project management and final analysis process, and will be overall in project design and implementation. He holds a Master of Public Policy & Administration from the University of Nairobi.
Joseph Ogeto has worked with leading research companies in East, Central and Southern Africa as a qualitative researcher. Prior to his current role as a lead researcher with Global Research Insights, he worked for GRI in Nigeria and in East Africa based in Nairobi, Kenya as head of qualitative practice.
He has a wealth of experience mainly in Pro Poor policy and development research with an inclination towards financial inclusion research among African communities, stakeholder studies, telecommunications and commercialization of small holder farm produce.
An experienced qualitative and quantitative researcher and multilingual moderator, he has conducted
numerous qualitative studies in several English & French speaking countries in Sub Saharan Africa.
Joseph has conducted qualitative studies in consumer market research among African communities, some in war torn regions.
He has recently coordinated a successful qualitative survey for USAID strife torn regions of the DRC and
Central Africa Republic (CAR) and currently in Sierra Leone and Liberia.
Joseph is a Research Director with Global Research Insights Ltd, a custom research firm registered in Kenya with fully owned offices in KENYA. GUINEA. LIBERIA. SIERRA LEONE. DRC. NIGERIA.
Anu Mohammed is the head of Research and Learning at BBC Media Action inNigeria, which is the international charity of the BBC that uses media to inform, connect and empower people around the world. She has significant experience, spanning over a decade, conducting and managing qualitative and quantitative research projects in Nigeria’s development sector from design to implementation and data analysis leading to the delivery of impactful development projects. In her years as a researcher, Anu has also had experience using diverse research techniques including participatory qualitative research approaches such as cocreation and Trend Mapping to generate insights that have been used to shape innovative communication intervention designs and content. She has worked on projects across Nigeria addressing health, governance and resilience/humanitarian issues, as well as conducted and / or supervised the implementation of research in other African countries such as Ghana (on climate change) and Niger (on Maternal and child health, and malnutrition).
Jasper is the Managing Director of Dalberg Research (formerly Research Solutions Africa). The company conducts market research and data collection across 35 countries in Africa and Asia. Jasper’s focus is on data-driven decision making in data scarce environments. He has been with the company since 2011. During the past three years, Jasper has built the company’s Location Analytics (LOCAN) department and organized the analytical upgrade of the data processing team, while holding final responsibility for all aspects of the company’s daily operations.
Previously, Jasper worked as a futurist at different Universities and Think Tanks in Belgium and the Netherlands. His project on the Futures of Technology in Africa brought him to Kenya. See Jasper speak at TEDx Johannesburg 2014 on this topic: https://www.youtube.com/watch?v=5RFZDHMfUU8. Jasper has 20 years’ experience at the interface of research and consultancy. He has worked with both private and public sector clients in areas of regional planning, long-term decision making, monitoring &
evaluation, and research methodologies. Jasper holds a PhD in Integrated Assessment and an MSc in International Economic Studies, both from Maastricht University in the Netherlands. Jasper is a council member, ethics committee member and former chairman of the Marketing and Social Research Association, as well as the Kenya country representative for ESOMAR.
Dharmendra has over two decades of market research industry experience including over a decade in Africa. He specialized in research operations, technology enabled innovations, data processing and data analytics.
Dharmendra joined Kantar, Nigeria in 2006 as DP manager, successfully led Data Processing for WECA region before he was promoted as Operations Director for Nigeria in 2012 and West Africa role in 2014. He has been instrumental in transforming Data Processing, Electronic Data Collection migration, developing technical solutions, automation and data quality standards in Kantar.
Dharmendra started his career in 1997 as a ‘Market Analyst’ from a telecom consultancy firm in India and then he joined IMRB as Analysis Executive in 1998. He played an instrumental role in setting up and managing data processing & analysis for a large media study called ‘Indian Readership
Survey (IRS)’ for NFO World Group, India in 2002. He then moved to a global market research outsourcing firm Ugam Solutions in 2003 and managed their two biggest client processes for DP (Data Processing).
Dharmendra holds a master’s degree in ‘Applied Physics’ and an M.Tech. in ‘Futures Studies and Planning’. He has done several certificate courses in the areas of Computer Technology, Data Analytics & Data Mining including the recent one ‘Post Graduate Executive Program in Data Science, Business
Analytics & Big Data’ from Aegis School of Data Science, Mumbai, India.
Dharmendra is currently based out of Nairobi, Kenya. He is married with two children. When he is not at work he enjoys reading, playing Squash, watching movies and spend quality time with his family and friends.
A career market research practitioner & trainer, Michael joined Research International, now Kantar TNS the world’s largest custom research organisation, in London after gaining an MA in Experimental Psychology at Cambridge University. He is now a freelance trainer/consultant.
During his career he conducted market research projects for major multinational clients all over the world. He also spent a period as Market Research Manager in Unilever. He was the founder of Research International Greece and then sequentially Chairman of RI Netherlands and Belgium. Between these assignments, he was a Main Board member at RI UK, where his responsibilities included training programs for staff and clients.
Michael has presented papers at ESOMAR conferences and seminars in Europe, the U.S. and Japan. A trainer for the UK & Dutch Market Research Societies, he lectures regularly at University Business Schools (such as Edinburgh and IE Madrid). His ‘Microlaunch’ Simulation won the 2018 MRS Award & has been used in 33 countries by companies such as Unilever, TetraPak, BAT , Shell and research agencies (e.g. TNS, IMRB).
He is author of the textbook “Market Research in Action” published by Thomson (ISBN 1-86152-938-4) which offers an introductory, practical, case study-based approach for all students, practitioners, users & choosers of market research.
Astrid has over 20 years’ experience of delivering strategic insight and advice to decision makers, helping with business development and innovation.
Astrid has experience with a wide spectrum of research methods, project types and sectors. She has built trusted advisor relationships with clients such as Diageo, Lexus, Barclays and Vodafone, which whom she has worked on customer satisfaction, new product development, branding and communication projects.
For the last 10 years Astrid’s focus has been exclusively on helping clients launch and develop successful brands in Africa.
Astrid loves graphic design and art and never stops talking about the power of visual communication in market research.
Susannah is the Managing Director of Kantar Africa Insight and has a Global Client Leadership role. She has 20 years’ experience in the research industry across multiple sectors and clients.
Throughout her career, Susannah has worked across brand strategy, communications development, innovation, new product development and shopper research, providing strategic insight for clients such as Diageo, Procter & Gamble and Royal Bank of Scotland, which helps to drive sales.
Since joining Kantar in 2010, she has developed trusted global client relationships and has specialist experience in emerging markets including Sub-Saharan Africa Her real passions are people and brands.
Kamande Wambui currently leads Data Science at mSurvey, a platform that powers Integrated Customer Experience in Africa. In this role, he provides data support for current products and develops new Data products to drive consumer understanding through advanced analytics and machine learning. These products leverage on integration of structured but high velocity mobile phone engagement data from consumers and available client data.
Kamande previously worked at Nielsen as a Data Science Associate for East Africa. He supported the Commercial team to deliver Quality Retail Data to clients and delivered technical consultancy on Data Science related retail audit queries across FMCG categories. He was also part of the Global Emerging leaders at Nielsen.
He holds a Masters’ degree in Statistics and a Masters’ degree in Computational Intelligence from The University of Nairobi. He has published papers on understanding the Consumption and viewing habits of the Kenyan consumer by using various algorithms and locally available data in several peer reviewed journals
Alexan Carrilho has been involved in market research for 20 years. She started her career at the South African Data Archive and then joined Statistics South Africa in 2000. Alexan joined Ipsos in September 2004 as the Sampling/GIS Manager. She has designed samples for both probability and non-probability projects covering socio-political, advertising, marketing, etc. projects. Alexan held various positions at
Ipsos. She was the Research Excellence Director within ASI when she left Ipsos. In March 2016, Alexan joined Kantar as the Africa & Middle East Training and Process Manager. She has developed several training modules – both face to face and e-learning for independent contractors as well as staff in Operations. Alexan has also been involved in standardizing process across the Region as well as assisting
with various client projects. Alexan has recently joined the Kantar Nigeria business as the Operations Director. Alexan was the 2014/2015 and 2017/2018 Chairperson of the Southern African Marketing Association (SAMRA).
Geertrui Vannoppen gained a PhD in Social and Cultural Anthropology at the KULeuven in Belgium in 2016, for which she conducted extensive ethnographic fieldwork in Ghana. Since 2016 she has been translating her interest to understand human motivations into the world of Market Research at Ipsos UU Belgium, in the position of Research Consultant.