Ask Africa

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. Alt

hough 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.

A benchmark is only as valuable as the data behind it. The 2026/27 ASK AFRICA Orange Index™ dataset has now achieved a 9...
22/08/2026

A benchmark is only as valuable as the data behind it. The 2026/27 ASK AFRICA Orange Index™ dataset has now achieved a 96.7 Decision Grade Trust Score, following a rigorous quality assurance and data integrity process.

That score includes 100 for response quality and 100 for analytical reliability, alongside dedicated integrity measures across both online and face-to-face research. The process also meant being willing to remove data that did not meet the required standard, including more than 2,000 online responses identified as speedsters.

When businesses use customer experience intelligence to make investment decisions, assess competitive performance and set strategic priorities, the integrity of the underlying evidence matters. We believe organisations should be able to understand how their data was collected, how it was tested and why it can be trusted.

The full press release explains how ASK AFRICA protects the integrity of the ASK AFRICA Orange Index™ dataset and what the 96.7 Trust Score means for the organisations using it to make decisions.

Read the full press release on Bizcommunity:
https://www.bizcommunity.com/PressOffice/PressRelease.aspx?cid=418327&ai=271037

A business cannot define excellence by looking only at its own performance.Benchmarking provides context. It shows how a...
18/08/2026

A business cannot define excellence by looking only at its own performance.

Benchmarking provides context. It shows how a brand performs against competitors, industry standards and the strongest customer experiences across other sectors. It reveals where a business is leading, where expectations are changing and where investment will have the greatest impact.

The ASK AFRICA Orange Index provides an independent view of customer experience performance, grounded in the experiences of the customers brands serve. With trended data measurement of over 25 years, the factors that influence satisfaction, trust, loyalty and emotional connection are anchored in rigour & credibility. This enables leaders with a clear foundation for stronger decision-making.

Without a benchmark, performance is measured against yesterday’s assumptions. With the right benchmark partner, businesses keep pace with a standard that customers are constantly redefining.

Data integrity determines whether customer experience insights can be trusted, compared and used with confidence.The ASK...
17/08/2026

Data integrity determines whether customer experience insights can be trusted, compared and used with confidence.

The ASK AFRICA Orange Index™ is independently audited, built on a consistent methodology and supported by 25 years of longitudinal customer experience data. This gives business leaders a credible view of how customer expectations are changing, where performance is improving and where risk may be emerging.

As Orange Index™ Season 2026 begins, the conversation must go beyond scores and rankings. The quality of the decisions organisations make depends on the quality, independence and integrity of the data behind them.

Read the full press release to learn more about the ASK AFRICA CX Intelligence Forum and the 2026/27 Orange Index™ programme.

Read the full press release > https://askafrica.co.za/blog/22

As the closing event of this year’s ASK AFRICA CX Intelligence Forum, the focus on 27 August 2026 turns to Finance, Prot...
13/08/2026

As the closing event of this year’s ASK AFRICA CX Intelligence Forum, the focus on 27 August 2026 turns to Finance, Protection & Health. This forum celebrates the brands leading the way in customer experience across banking, insurance, medical aid, and related financial services, where trust, reliability, and customer confidence remain critical to long-term success.

The event brings together industry leaders and customer experience professionals to explore the trends shaping these sectors, and recognising the brands that continue to raise the bar.

Most anticipated of all, this is the moment when the Overall Winner of the 2026/27 ASK AFRICA Orange Index™ will be revealed, recognising the brand that has consistently delivered South Africa’s leading customer experience, across all metrics and industries measured.

Africa’s youth population is one of the continent’s greatest opportunities.While many parts of the world are ageing, Afr...
12/08/2026

Africa’s youth population is one of the continent’s greatest opportunities.

While many parts of the world are ageing, Africa continues to be shaped by a young and growing generation with the potential to drive new industries, build businesses, transform communities and shape the next era of economic growth.

But demographics alone do not guarantee progress.

The real opportunity lies in what we do with it.

Young people need access to quality education, relevant skills, technology, mentorship and meaningful pathways into employment and entrepreneurship. They need to be equipped for the economy they are entering, not the one that existed a generation ago.

For businesses and policymakers, this means understanding young Africans more deeply: their ambitions, pressures, behaviours and expectations, and using that intelligence to make better decisions about how we invest in their future.

This International Youth Day, we celebrate the potential of Africa’s young people and recognise the responsibility we all share in turning that potential into progress.

This year’s ASK AFRICA CX Intelligence Forum will be delivered through three focused events: Everyday Life & Retail Spen...
11/08/2026

This year’s ASK AFRICA CX Intelligence Forum will be delivered through three focused events: Everyday Life & Retail Spend, Connected & On The Go, and Finance, Protection & Health.

On 26 August 2026, the spotlight shifts to Connected & On The Go, a forum dedicated to the brands that keep South Africans connected, informed, and moving. From telecommunications providers and internet service providers to digital platforms and technology-driven services, we’ll explore how these organisations are shaping seamless, meaningful customer experiences in an increasingly connected world.

Join us as we unpack the trends, insights, and innovations redefining how customers engage with brands every day.

06/08/2026

What makes consumers trust, choose, and recommend a brand?

With over 25 years of longitudinal data, the ASK AFRICA Orange Index™ equips leaders with actionable insights to these questions.
Stay tuned for the big unveiling at the CX Intelligence Forum (25-27 August 2026), where the latest insights from the 2026/27 ASK AFRICA Orange Index™ will be unpacked by industry leaders and customer experience experts.

The journey begins with the Everyday Life & Retail Spend Forum on 25 August, shining a spotlight on the brands consumers interact with most frequently, including retailers, restaurants, pharmacies, fuel providers, and other everyday service providers.

ASK AFRICA turns 31.With over three decades of ASK AFRICA partnerships, businesses have connected better with their mark...
04/08/2026

ASK AFRICA turns 31.

With over three decades of ASK AFRICA partnerships, businesses have connected better with their markets, people and forces shaping industries across Africa. We thank every person that has entered our doors, past, present and future, for developing industries, economies and countries across Africa. By embedding insights, defendable across global standards of excellence, yet rooted in Africa's multi-layered environments, it has been an honour to grow alongside our partners.

Today, we are entering our predictive insights era.

The next chapter of ASK AFRICA is built on the quality, integrity and depth of our data to help businesses anticipate what comes next. By combining trusted, trended African data, advanced analytics, AI and human expertise, we are moving closer to the decisions our clients need to make and the outcomes they want to achieve.

Our purpose remains to reveal the unseen of our continent and turn that understanding into sustainable business growth.

Thirty-one years of African insights have brought us here.

The future is bright, grounded in co-creative partnership & rigorous solutions.

ASK AFRICA Orange Index Season 2026 is officially underway. Marking the return of Africa’s longest-running customer expe...
03/08/2026

ASK AFRICA Orange Index Season 2026 is officially underway.

Marking the return of Africa’s longest-running customer experience benchmark, the ASK AFRICA Orange Index tracks how customer expectations evolve across both Perform Factors and Feel Factors throughout the omnichannel experience. Its independently audited, cross-industry approach enables organisations to benchmark their performance within their own sectors, while gaining valuable insights into the touchpoints and practices driving success across others.

The insights from the 2026/27 ASK AFRICA Orange Index will come to life at the highly anticipated ASK AFRICA CX Intelligence Forum, taking place from 25 to 27 August 2026.

Bringing together corporate leaders, customer experience specialists and industry experts, the forum explores the trends, challenges and opportunities shaping the future of customer experience, while celebrating South Africa’s top-performing brands and culminating in the announcement of the Overall Winner of the 2026/27 ASK AFRICA Orange Index.

Stay tuned for speaker announcements, industry insights and more in the lead-up to the forum.

Madiba Day reminds us that leadership is measured in service of sustainable impact. Nelson Mandela’s legacy continues to...
18/07/2026

Madiba Day reminds us that leadership is measured in service of sustainable impact.

Nelson Mandela’s legacy continues to challenge every organisation, every leader and every citizen to look beyond intention and focus on meaningful contribution.

In South Africa, the work of building a better society lives in the daily choices we make. How we listen. How we serve. How we use our influence. How we show up for communities whose realities deserve greater attention, dignity and action.

We strongly believe insight has a role to play in that work. When research is done with integrity, it helps reveal lived realities and support better decisions for people, communities and organisations.

Today is a reminder that impact starts with responsibility. And responsibility starts with paying attention.

As ASK AFRICA, we embed that impact into our rituals. This week, our teams are on the ground, volunteering at feeding shelters, hospitals, orphanages, and animal shelters.

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