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We believe that research is done for the greater good - through market research, we help companies and brands identify opportunities within their business to enable sustainable growth.
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Challenging to achieve Ask Afrika Icon Brands status in the FMCG industry
In the complex South African FMCG landscape, achieving Ask Afrika Icon Brands™ status is no small feat. These brands have a tough battle to attract and retain consumers' attention, conquer places in hearts and wallets, and build a loyal consumer community. 18 Mar 2024 Read more

The 2023/2024 Ask Afrika Icon Brands winners announced
The 2023/2024 Ask Afrika Icon Brands™ winners were announced at an insightful webinar hosted on 5 February 2024. Brands can rightly boast about the honour of achieving this coveted Ask Afrika Icon Brands™ status. 7 Feb 2024 Read more

Which brands are 2023/2024‘s most iconic?
The 2023/2024 Ask Afrika Icon Brands™ Insights and Winners announcement will take place on 5 February, 2024, during a webinar at 2pm. This annual benchmark, the largest of its kind, empowers marketers and CX professionals with knowledge and insights that will drive brands’ success into the future. 31 Jan 2024 Read more

Ask Afrika makes bold appointments for global expansion
A year of reinvestment into benchmarking expert research house Ask Afrika has borne fruit, and the company has announced appointments and promotions to reflect its growth and global expansion strategy. 25 Jan 2024 Read more

Why winners win! CX, the big differentiator for RMB Private Bank in the 2023 Ask Afrika Orange Index
There is clear evidence that customer experience (CX) is the key differentiator when it comes to both overall business success as well as the ability of organisations to attract and retain customers. RMB Private Bank was rated the leading private bank in South Africa based on its positive customer experience in The Ask Afrika Orange Index® 2023 and was ranked the overall winner across all industries. 26 Oct 2023 Read more

Polarised consumers do respond to advertising
Unprecedented market disruption in recent years means that a brand's strategy today could determine whether it spends the next two decades as a leader or a laggard. 16 Oct 2023 Read more

Ask Afrika Orange Index 2023 survey reveals that CX becoming crucial for business success
Customer experience (CX) has become increasingly critical in attracting and retaining customers as well as its overall impact on business success. Companies that focus on CX - enabled by service standards - typically exhibit increased revenue, are more profitable, have more engaged employees and have customers who are willing to pay up to 18% more for products, says Andrea Rademeyer, founder, and CEO of Ask Afrika. She adds that it's therefore no surprise that a growing number of organisations are making significant investments in CX. 10 Oct 2023 Read more

Mzansi's financial savviness surges: Banks must adapt to the shift in customer psychographics
Banks play an important role in most people's lives, matching up creditors and borrowers, enabling domestic and international payments systems and, ultimately, making financial inclusion a reality. 7 Aug 2023 Read more

Ask Afrika supports SAHARA's efforts at preventing substance abuse
Market research firm Ask Afrika has selected non-profit organisation (NPO) Smoking & Alcohol Harms Alleviation & Rehabilitation Association (SAHARA) as the recipient of its 2023 philanthropic donation which forms part of the company's annual corporate social investment. 19 Apr 2023 Read more

In a changing environment, openness, and inclusion are critical features of a CX benchmark study
Openness and inclusion are core principles of the Ask Afrika Orange Index®. Not only do these principles provide the study with integrity but they also provide customer experience (CX) strategists with the assurance that the data - and the way it's interpreted - will have strategic impact if properly implemented. 13 Feb 2023 Read more

"It's Corn"
Would you ever have believed it possible that, "It's Corn" could drive a connection between a brand and its consumers. 4 Nov 2022 Read more

Stepping into the future of brand and customer experience
Ask Afrika, that had established the Ask Afrika Orange Index® in 2001 and Ask Afrika Icon Brands™ in 2010, is proud to announce that the winners of these two benchmarks will be announced during a luncheon at The Venue, Melrose Arch on 3 November 2022. 10 Oct 2022 Read more

The importance of humanised targeted marketing within townships has never been stronger
Township consumers in South Africa represent an important market for brands given that 50% of the country's urban population live in townships or informal settlements. This large and diverse informal economy has often proved to be more buoyant than the formal economy in some areas. 5 Aug 2022 Read more

Are you suffering from infobesity?
Many organisations are facing a new phenomenon called infobesity - or information overload - which is negatively impacting their ability to make decisions. In theory, having so much information should be a positive, but only if you can effectively work through it, triangulate it and optimise the use of it to inform business decisions. 19 Jul 2022 Read more

SA's follow through on their plans to shop Black Friday specials
South African customers have followed through with their intention to make the most of the Black Friday specials with 75% of research firm Ask Afrika's Power Panel sample making purchases on Friday and over the weekend. 1 Dec 2021 Read more

SA's won't stay away from Black Friday like they did from local government elections
There is light at the end of the tunnel for retailers given 77% of consumers1 are gearing up for Black Friday shopping this year with only 10% saying they will not be shopping up a storm. The two main reasons provided by consumers for not participating in Black Friday deals is not having money to spend this year or simply never participating in Black Friday deals. 17 Nov 2021 Read more

For richer or poorer - financial habits are not determined by size of wallet
Given the rapid rate of change in the last 18 months, what has become increasingly evident is that a number of long-held assumptions about consumer behaviour is no longer true. Target Group Index (TGI) data reveals that income and particularly disposable income levels have shifted significantly as consumers spend and even think about money differently. 14 Oct 2021 Read more

Marketers turn to stable research in the midst of large consumer changes
The consumer landscape has been inexorably altered by the Covid-19 pandemic which has meant that brands and businesses have had to adapt to new consumer habits while at the same navigating through a labyrinth of complex challenges. More than ever before, current, relevant and credible data is key to business decision making. 12 Oct 2021 Read more

Customer experience has undergone a major shift in past 20 years
The social context to service expectations and customer experience has undergone a fundamental shift in the past two decades, says Ask Afrika founder and CEO, Andrea Rademeyer. 5 Oct 2021 Read more

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