A diverse group of experts passionate about
bringing truth & integrity to research.

A varying executive with a wide range of academic backgrounds
and a combined passion for truth, breaking the status quo
and changing the way the world perceives Africa.

Andrea Rademeyer

Founder & Executive Chair

Founder & Executive Chair

MA Research Psychology; AVIRA/INSEAD; YPO (HBS)

Andrea Rademeyer is the CEO and Founder of Ask Afrika. With an extensive academic background, Andrea is not just passionate about data and psychology. She believes in creating the space to ensure that we hear the truth from the billions of voices we have in Africa.

Ilan Sparrius

Our ceo


Ilan Sparrius is an industry doyenne with more than 24 years’ experience leading businesses and teams in the retail and consumer-goods industries, has a deep understanding of consumers, and will be joining Ask Afrika as the new CEO.

Ilan is passionate about better serving emerging market consumers making use of data and digital technology.“Her experience spans the consumer-goods value chain having worked in Retail and FMCG across the B2C, B2B, Route to Market and Supply Chain functions. She has held strategic leadership, operational and consulting roles at several global corporates, and gained experience working in various African countries. This makes her the perfect CEO for Ask Afrika’s global expansion strategy”, says Rademeyer.

Most recently, Sparrius was Director of Product at Touchsides and Head of eBusiness for Heineken SA. Before that, she was a Managing Director at Accenture, and worked at Massmart and Makro.Being qualified as an Industrial Engineer, Sparrius has extensive knowledge in business process optimisation, software development and using data to drive business value. “We believe her multi-disciplinary knowledge of consumer industries, commercial acumen and her passion of using digital technologies to better serve the consumers in emerging markets elevate Ask Afrika’s global benchmark offerings to a level of unsurpassed relevance,” Rademeyer summarises.

The founder CEO, Andrea Rademeyer will become the group’s new Executive Chair.

Educational Impact

Both the CEO and MD contribute to academia as guest lecturers and as part of selection panels.

Trained over 200 students on
brand marketing and analysis.

Hosted research conferences
for marketer training.

Sarina de Beer

global products director

Global Products Director

MA Research Psychology; AVIRA/INSEAD

Sarina de Beer is a name freely associated with Ask Afrika. She has been the Managing Director for many years, and has been exposed to every facet of the business. This has given her exposure across every industry category the company has focussed on.

According to Andrea Rademeyer, founder and newly appointed Executive Chair: “Sarina has a formidable skillset. Part of her job as MD was to design and develop Ask Afrika’s Benchmark products. She has an uncanny talent to look at the data at our disposal, see patterns emerge, glean the root cause of the problem, and create a narrative that may include several ways to create a solution impossible to question. Her experience and talents is crucial in our global expansion.”

In her new position, de Beer will be responsible to package Ask Afrika products for licensing in Emerging Markets. “We often find that products developed in first-world markets don’t fit emerging economy contexts, hence why our products will work so well in these markets!”, Rademeyer concludes.

Luan de Wet

Chief Client officer

Chief Client Officer

Luan de Wet, newly appointed Chief Client Officer, started her career at Ask Afrika in 2009. Since then she has gained a wealth of experience and knowledge working in various positions in the media and financial services industries, primarily focusing on research and insights that contribute to business growth and improved customer experiences.

As the newly established Chief Client Officer role within the company, de Wet will focus on cultivating and elevating strategic client partnerships. She is dedicated to instilling a culture of client-centricity, ensuring that our services are tailored to meet the unique needs of our valued clients. Moreover, she will leverage her expertise to unlock the potential of data, creating tangible value for our clients and driving innovation within our professional services delivery.

She recently completed her MBA at the Gordon Institute of Business Science (GIBS), which supports Ask Afrika’s belief and market position that research should be a strategic resource in leadership and business management. “We are excited that such a young, dynamic female leader is joining Ask Afrika. She brings fresh and innovative views and ways to the table, which is critical in keeping research relevant in emerging markets,” Andrea Rademeyer, founder and newly appointed Executive Chair states.“Luan is just one of many Ask Afrika boomerangs!”, Rademeyer mentions. “It is always a sign of a healthy company culture if employees are keen to return. And she gained valuable experience in two of the major industries we do work in.”

We seek the Truth.
We deliver with Integrity.
We care about Humanity.

Social Conscience

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We are deeply invested in job creation and education.

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We’re committed to evolving the research industry and improving its reputation.

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Our work informs government policy on improved society structure.

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Our benchmark surveys drive social impact decisions.

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