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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.
Succeeding in the age of the consumer Service is a people business and that makes it a moving target. Gaining an in-depth understanding of what customers want out of an interaction with your employees is key to building and maintaining a brand’s reputation.
While today’s consumers expect professionalism and excellent service delivery, they further want real emotional engagement that is backed by a thorough knowledge and understanding of a service or product. Getting it right is not easy, but it is necessary given that loyalty levels are diminishing globally.
Consumers no-longer want to be put in boxes, treated generically or given false promises. Brands thus need keen insight into the latest service-delivery trends. Market research is essential for developing an understanding of what it takes to satisfy an increasingly demanding customer base.