Sarina de Beer

Title: Managing Director Company: Ask Afrika

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Sarina de Beer is Managing Director at Ask Afrika. She is steeped in the Ask Afrika tradition of strong academic grounding. She has two Masters degrees, in Psychology, and in Research Psychology, having started her career as a lecturer at the University of Pretoria. Here her driving ambition was born to become a respected researcher. This drive flourished at Ask Afrika where she managed to create a synergy between business consulting and research. 

Sarina’s conceptual mastery is annually showcased at the primary conferences the Ask Afrika Group offer- the Orange Index® and the Icon Brands™ benchmarks. Her incisive analytical capability teamed with an intuition for picking up on social trends has made her a well-respected persona in the industry.

Sarina has successfully blurred the lines between research and the consultation of business-driven clients to ensure that they derive commercial value from research. Her business exposure lies across a range of industries and she has a passion for identifying trends that impact brand expectations in the financial-services sector, and the media industry. 


Together with her team, Sarina's futuristic outlook has ensured the differentiation of Ask Afrika by delivering research projects that enable decision-making. She is highly committed to the return on investment of human capital, and this is evident by the trust that the employees place in her.

Sarina’s authenticity is often remarked on, she is completely trusted by client partners to navigate the tightrope of client centricity and analytical rigour. Most remarkably, she walks the tightrope in red-soled stilettos.


Outline keynote

 11.00am - 11.30am

The Ask Afrika Orange Index in a nutshell:

The Ask Afrika Orange Index® is the largest and most widely-referenced service excellence benchmark in South Africa. It was launched in 200l, and has a tracking history of service in South Africa for the past 15 years based on robust sample sizes. The Orange Index’s longevity is testament to its relevance to both public and private sector with regards to providing a reliable yardstick for service measurement in South Africa. This benchmark provides the foundation for in-depth discussions on service trends and diagnostics in the South African corporate and consumer landscape and is known for its singular breadth.


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