A diverse group of experts who are passionate
about bringing truth and integrity to research
Our multi-talented executive team consists of academics from a variety of complementary disciplines. They all share one value: a passion for the truth. It is in their nature to constantly challenge the status quo, thereby changing how the world perceives Africa – one research project at a time.
Andrea Rademeyer MA Research Psychology; Avira/INSEAD; YPO (HBS)
Andrea founded Ask Afrika 30 years ago and soon established the organisation as the ultimate authority in defining benchmarks in Africa. Her keen interest in social and reputation research is evident in every aspect of her work and has seen her lead projects for highly respected institutions such as the Bill & Melinda Gates Foundation and The Sukuma Trust.
As a globally recognised and respected industry leader, she is acutely aware of the critical role business plays in shaping a more equitable future for communities in Africa. Her visionary thought leadership on the subject is based on learnings from the extensive social research her company has conducted over the years. Their ground-breaking work on COVID-19 metrics is tangible evidence of their commitment and expertise.
In addition to her MA, Andrea has completed numerous programmes at esteemed institutions such as Harvard Business School, INSEAD and many others. Her management capabilities are widely recognised, as is evidenced by her appointment as the first African to chair the ESOMAR Congress.
During her tenure at Ask Afrika, Andrea has shared her knowledge of brand marketing analysis with well over 200 students and has hosted numerous marketer training conferences to upskill entrants into the industry. In recognition of her commitment to academia and the industry, she was also awarded the prestigious Legends 250 accolade in 2023.
Dr. Sarina Howie (née De Beer)
PhD Research and Development; MA Research Psychology; MA Psychology; Strategy,
Leadership and Marketing (INSEAD)
As the former Global Products Director, Sarina has spearheaded innovation and development at Ask Afrika for ?? years. As such, she has been intimately involved in every aspect of the business and has had exposure to virtually every industry category.
Sarina is widely acknowledged for her formidable skill set, which she has applied in the design, marketing and distribution of the company’s benchmark products in Africa, as well as clients who are located elsewhere but wish to expand their footprint in developing countries.
She has a rare talent for identifying patterns in research data which uncover the core reasons behind the underperformance of brands, and for leading marketing teams to the most optimal solutions.
Her responsibilities include the imagineering, design, packaging and licensing of research products for emerging markets. In her new role as Managing Director she is optimally placed to lead her team of professionals into a fast-changing world in which research will not be optional, but essential to business success.
Faye Joubert
Faye joined the company after several years at Research Methodologies. Her decision to join Ask Afrika was driven by her passion for scientific, research-based insights - and how positive change could be achieved by applying technology-driven, empirical data creatively. She brought with her decades of operational leadership in highly analytical environment.
As a founder member of two telcos, her grit, tenacity and can-do attitude was highly regarded by the start-up management teams. Her experience includes serving at VP level in the competitive outsourcing industry, improving efficiencies, customer retention and company growth. Having operated at this level, Faye is a confident communicator and negotiator at the C-suite level, facilitating the co-creation of implementable strategies under pressure.
Faye shares the ideal of a moral imperative for businesses to succeed in order to impact the economy and create more and better opportunities in previously underserved communities.
Maria Petousis
B Comm (Hons) Econometrics, UP; INSEAD
Maria’s indomitable spirit and determination is evident in the way she has taken ownership of the syndicated work for which Ask Afrika has become renowned.
Her knowledge and expertise in market segmentation and market share in the context of the competitive set, that have earned her the respect she commands. She makes it her business to know and understand the businesses that she serves, inside out. She readily shares her remarkable knowledge with clients, giving them an edge in their market category.
Her patience makes her an excellent teacher and mentor, not only within Ask Afrika, but also to young talent in client companies. Her mantra is: ‘Do not hesitate. Data doesn’t lie’.
Mariëtte Erasmus
MA Research Psychology
Mariëtte is the Industry Lead for Government and Social Research at Ask Afrika. As a social scientist, she focuses her energies on optimising findings based on qualitative and quantitative methodologies. Having led a variety of key projects in the public and private sectors, she is widely known as an expert in healthcare, education and telecommunications.
As a 10-year veteran of Ask Afrika, her belief in amplifying the voices of South Africans to bring about positive social change grows stronger by the day. As such, Mariëtte headed up the highly successful COVID-19 omnibus at Ask Afrika during 2020 and 2021. Her creative streak leads to contributions that are immediately evident in highly complex local and global studies. As a result, Mariëtte has become an accomplished and persuasive industry spokesperson.
We seek the Truth.
We deliver with Integrity.
We care about Humanity.
We are deeply invested in job creation and education
We are committed to evolving the research industry
Our work informs government policy on improved society structure
Our benchmark surveys drive social impact decisions
