MARKET RESEARCH

Local market researcher has leading role in upcoming global congress

By our African Marketing Confederation News Team | 2024

Andrea Rademeyer of Ask Afrika chairs committee planning congress in Greece, and joins global list of industry ‘legends’.

Andrea Rademeyer, founder and Executive Chair at South African-based market research agency Ask Afrika, has been appointed as the Chair of the Committee of the annual European Society for Opinion and Market Research (Esomar) congress taking place in Athens, Greece in September 2024.

She has also been voted onto Esomar’s prestigious global list of Insight250 Legends. Insight250 is a worldwide ‘who’s who’ of leaders and pioneers of insight innovations across market research, data-driven marketing, consumer insight, and data intelligence.

To date, only two researchers from the African continent have made it onto the list. The other is Seyi Adeoye, Chief Executive Officer of Nigerian-based Pierrine Consulting.

Esomar has been operating for nearly 70 years as a global association for the research industry.

The theme for the 2024 congress is ‘Mind, Myth, Machine’, which aims to aid market researchers in defining the future of the insights industry – where human wisdom, storytelling magic and technologies converge.

Andrea Rademeyer. Photo supplied

Guidance from global organisations

“I believe it is vital for pioneering industries, operating in pioneering continents like Africa, to take guidance from global organisations,” says Rademeyer.

“This not only enables the pioneers to leapfrog in scaling their companies, but also gives clients peace of mind because these companies are exposed to global best practices.

“Esomar has been instrumental in supporting the African research industry over many years.”

According to Rademeyer, she became the first member of Esomar in South Africa around 30 years ago.

“I chaired the region for a while, going on to support this vibrant industry association ever since in various roles. I am ecstatic and deeply honoured on behalf of Ask Afrika, our country, and our continent for this double honour,” she says.

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