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Ask Africa Africa's most trusted market research partner, bringing you data with a conscience. Afrika is unique. Ask Afrika is unique.

We are a company that assists our clients to unlock the opportunities in Afrika. This enables our clients to make confident decisions and leverage their resources to their advantage. We know marketers and organisations need factual information on consumers to base decisions upon. Too much is assumed in Afrika, this undermines opportunities and leads to brands being positioned in the wrong way. Although Afrika shares aspects of other emerging markets it is unique in others. To ask representatively, report accurately and interpret results to drive decisions, are at the heart of Ask Afrika.

When another major disruption hits South Africa tomorrow, would your organisation recognise the warning signs early enou...
14/10/2026

When another major disruption hits South Africa tomorrow, would your organisation recognise the warning signs early enough to respond?

The KZN unrest, Western Cape drought and years of economic pressure have shown just how quickly the environment in which businesses operate can change. Customer priorities shift, spending patterns change and expectations evolve. Yet while some organisations struggle to adapt, others emerge stronger. What do they see that their competitors don't?

At next week's CX Café, ASK AFRICA Founder and Executive Chair Andrea Rademeyer will be joined by Lullu Krugel, Partner at Strategy&, part of PwC South Africa, and PwC's Southern Africa Chief Economist and Sustainability Platform Leader for Africa, for a fireside chat on Crisis-Proof CX.

Andrea brings three decades of insight into African consumer behaviour, while Lullu brings more than 20 years of expertise in economics and sustainability strategies. Together, they'll examine the relationship between the pressures facing South Africans and the decisions businesses need to make to remain relevant, responsive and resilient.

The conversation will tackle some uncomfortable questions. Are organisations paying attention to the right economic and societal warning signs? What separates businesses that recover from those that emerge stronger? And with political uncertainty, climate risks and AI reshaping the business landscape, where could the next major disruption come from?

The organisations best prepared for the next crisis may be those already recognising the signals today.

Join us at CX Café for a conversation about anticipating change, understanding customers under pressure and building customer experiences that can withstand whatever comes next.

Today’s TGI by ASK AFRICA webinar highlighted just how much South African consumer behaviour is shifting.One of the more...
07/10/2026

Today’s TGI by ASK AFRICA webinar highlighted just how much South African consumer behaviour is shifting.

One of the more provocative observations coming out of the new TGI by ASK AFRICA data release, was that “Ubuntu is dying a slow death”, reflecting on a broader move towards more individualised priorities.
Simultaneously, the market is becoming more economically polarised, with increasing pressure on the middle.

Price remains critical, yet brand is a crucial differentiating element. Consumers want affordability, but they also continue to value quality, familiarity, trust, status and recognition. The meaning of value is also changing. For some, it means saving money. For others, it means saving time, reducing risk, accessing better quality or making luxury feel more attainable.

The strongest takeaway for brands is the danger of treating consumers too broadly. Two people in the same income bracket can have completely different priorities, financial attitudes and willingness to compromise.

This is where TGI by ASK AFRICA provides real depth. It helps uncover the context behind the purchase: income sources, attitudes, behaviours, priorities and trade-offs across the person's day to day reality.

In an increasingly fragmented market, understanding what consumers buy is no longer enough. Brands need to understand why they make the choices they do, when they do, and where to meet them best.

To learn more about your customers lifestyle decisions, reach out to: [email protected]

Thank you to the experts in the room, Nicolas Callegari, Lungelo Zwane, Rirhandzu Manganye, Jezile Dhlamini, and Sehlule Mti who shared experiences from both business- and consumer side, on what customers of today value.

Tomorrow, we are bringing together three industry leaders to unpack what value really means to South African consumers t...
06/10/2026

Tomorrow, we are bringing together three industry leaders to unpack what value really means to South African consumers today.

Joining the conversation are Lungelo Zwane, Brand Manager at Omoda & Jaecoo; Rirhandzu Manganye, Head of Brand Marketing at Pizza Hut - Africa; and Nicolas Callegari, Executive of Customer Insights and Experience Management for Mass Mart. The discussion will be moderated by Jezile Dhlamini, Chief Client Partner at ASK AFRICA.

Together, they bring expertise from automotive, quick-service restaurants and retail to a conversation grounded in the latest ASK AFRICA TGI consumer intelligence.

The session, The Value-Conscious Consumer: How South Africans are redefining value, explores how economic pressure is changing the way people assess value, make trade-offs and decide where their money goes, and what that means for brands trying to remain relevant.

Join us tomorrow, 7 October 2026 from 10:00–11:00, either online via Microsoft Teams or in person at ASK AFRICA HQ in Pretoria.

To secure your place, contact [email protected]

Where is value placed for South Africans today? It is a question that sits at the heart of many business and brand decis...
05/10/2026

Where is value placed for South Africans today? It is a question that sits at the heart of many business and brand decisions, and one we’ll be exploring during ASK AFRICA’s TGI Webinar on 7 October 2026, on the topic of “The Value-Conscious Consumer: How South Africans Are Redefining Value.”

Today's consumers are more discerning than ever. Value, has become a currency of its own. Especially in diverse, yet price sensitive markets, the extension beyond price can be a strong differentiator. Striking the balance between relevance, trust, quality, convenience and price, poses a critical challenge. Understanding not only what consumers are choosing, but the motivations and realities driving the choices of tomorrow.

As a data intelligence partner, ASK AFRICA believes that meaningful growth starts with a deep understanding of people. During the webinar, attendees will be among the first to access insights from the latest ASK AFRICA TGI release of TGI Wave 2026A. Hearing from industry leaders on how consumer intelligence is being used to navigate change, strengthen customer connections, and drive better business decisions.

Get in touch to learn more about which levers are relevant to position your business as trusted, relevant, and an enabler for sustainable growth in an increasingly complex market.

To join the conversation and secure your place, please contact [email protected]

South Africa’s consumer landscape is shifting rapidly. Economic pressure, technological change and increasingly complex ...
30/09/2026

South Africa’s consumer landscape is shifting rapidly. Economic pressure, technological change and increasingly complex expectations are changing how people think, behave and make decisions.

We are launching the ASK AFRICA TGI Webinar Series, a four-part thought leadership series bringing together the latest ASK AFRICA TGI insights, expert interpretation and perspectives from industry leaders.

Each session will unpack new TGI findings across emerging trends, attitudes and behaviours, followed by a panel discussion exploring what the data means in practice.

For our first session, we will be joined by Lungelo Zwane, Marketing Specialist at OMODA South Africa; Rirhandzu Manganye, Head of Brand Marketing at Pizza Hut (Africa); and Nicolas Callegari, Executive of Customer Insights and Experience Management at Massmart.

The series will be hosted in a hybrid format, both on Microsoft Teams and at ASK AFRICA HQ in Pretoria. We want to open our doors to more people and create a space where clients, industry leaders and curious minds can engage with the data, exchange perspectives and build a stronger community around understanding South African consumers.

To join the conversation and secure your place, please contact [email protected].

The gap between what brands deliver and how customers feel has doubled since 2022.While 9 in 10 customers are satisfied,...
30/09/2026

The gap between what brands deliver and how customers feel has doubled since 2022.

While 9 in 10 customers are satisfied, fewer than half are truly delighted.

This was one of the key insights shared with customer experience leaders at the ASK AFRICA CX Intelligence Forum, where the latest ASK AFRICA Orange Index™ findings highlighted a growing challenge and opportunity for organisations across 27 industries.

Drawing on feedback from over 50,000 South African consumers, the ASK AFRICA Orange Index™ provides independently audited customer experience intelligence, helping organisations identify experience gaps, benchmark performance, and understand what drives customer loyalty and advocacy.
The brands that outperform are not necessarily those delivering more. They are the brands that better understand how customers experience their products, services, and interactions.

As the next ASK AFRICA Orange Index™ fieldwork cycle approaches, the question is not how your customers perceive you today, but what you are doing now to improve how they will experience your brand tomorrow.

The next measurement cycle is only months away. The opportunity to influence future results starts today.

We're pleased to announce our partnership with Dalebrook Media, as Gold Sponsor of the CX Café 2026. Bringing together S...
28/09/2026

We're pleased to announce our partnership with Dalebrook Media, as Gold Sponsor of the CX Café 2026.

Bringing together South Africa's leading Marketers, CX leaders, and Brand Builders, we look forward to co-hosting three days of transformative dialogue on what's moving South Africans across tech., financial services, retail, healthcare and FMCG sectors.

Focusing on real experiences, by leaders shaping the next frontier of CX, this is the place to be.

With close to three decades of longitudinal consumer and CX datasets, industry-leading benchmarks such as the ASK AFRICA Orange Index® and TGI by ASK AFRICA, provide the intelligence to better understand customers, strengthen relationships, and create experiences that deliver measurable business impact.

We look forward to connecting with you there!

South Africa cannot be captured in a single story. We are shaped by vast diversity of languages, cultures and traditions...
24/09/2026

South Africa cannot be captured in a single story. We are shaped by vast diversity of languages, cultures and traditions, each adding something distinct to the country we call home.

Much like the continent we belong to, our power comes from this diversity. The meeting of different perspectives gives our country its energy and continues to shape what South Africa can become.

Heritage Day gives us an opportunity to honour what each community carries and what we create when our stories meet. To understand South Africa, you have to listen to it in all its voices.

Today, we celebrate the people and histories that make this country extraordinary. Happy Heritage Day, South Africa.

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