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About Us

Research is a methodical investigation into a subject in order to discover facts, to establish or revise a theory, or develop a plan of action based on facts discovered.
Market Research is about people. Understanding people has been the focus of the African Response business since inception in 2003. We are continually redefining the way research is conducted. We find innovative ways to merge the latest technology with traditional ways people connect and keep connected.
The unique customs, beliefs and attitudes that abound the African continent can shape or misshape the research process. We continually strive to uncover better ways to understand our changing population in a world where change is unstoppable. We use these insights to help our clients to define, redefine and grow their business.
The intensity and dynamics prevalent in the organisational landscape requires depth and flexibility to keep track of these changes and trends to inform winning strategies for winning organisations/brands

Our Vision

To be an inclusive market research company delivering actionable insightful solutions in Africa
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Our Mission

To help organisations make informed decisions driven by actionable insights solutions through our:
  • collaborative approach,
  • access to the best resources and
  • use of cutting edge technology enabling real time delivery
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Our CORE Values

African Response is built on a solid set of core values which guide the way we work with each other, our customers, stakeholders and our communities. Through Integrity, Partnership & Collaboration, Insight, Excellence and Innovation, we have created a vibrant African Response culture
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Our Leadership

The leadership team have over 90 years of combined business and market research experience in a wide range of industries and sectors

Our Leadership

Person Information


Mamapudi Nkgadima

Managing Director

With over 24 years market and social research experience, as a user and a supplier, Mamapudi brings a diverse range of experience to African Response

In her role as Managing Director of African Response, Mamapudi  has driven cutting edge research projects such as “Stokvels - the hidden economy” and the “Majority Report”. These research findings are currently widely used by businesses and brands to drive and inform winning strategies.

Mamapudi is a regular presenter at conferences with a focus on the majority/Informal market. She recently presented at the Marketing Mix conference, the Knowledge Resource Low Income consumer conference and the SA Potatoes Congress [unlocking the true DNA of the informal trade sector]

Mamapudi holds an MBL from UNISA, a Post Graduate Diploma in Management from Wits Business School and a Bachelor of Social Science from the University of Cape Town

Person Information


Gerard Naidoo

Operations Director

Gerard is the founding member of African Response with over 20 years uninterrupted experience in the market research industry across various sectors

As the Operations Director of African Response, Gerard was responsible for putting African response on the map in the South African Market industry.

Gerard‘s wide-ranging know-how includes extensive call centre knowledge, field operations (CAPI / F2F) and Trade Union experience, Logistics and Project Management

Gerard holds a Diploma in Road Transport from (RAU – now University of Johannesburg)

Person Information


Jan Wegelin

Head of Research

With 22 years’ market research experience, Jan is experienced in both qualitative and quantitative methodologies and has vast experience in commercial and social research ranging across health, education, political, consumer and energy sectors in Africa as well as Europe

Jan has worked in various roles in the industry, for instance he was Head of Field in the UK (Manchester), Project Leader in Waterford (Ireland), Head of Research at African Response and Senior Team Leader of the Political and Social team at TNS. He was also Research Specialist at Synovate, focusing on date integration and dashboard reporting for which he was nominated employee of the year in 2010.

With a strong academic background in Sociology, Geography and Psychology. He also completed a Marketing and Marketing Research diploma at UNISA, a SPSS course in Dublin (Ireland) as well as a Zulu language course at UNISA. Other courses include Philosophy, Anthropology, Environmental Management and Data Preparation for Analysis.

He was Chairperson of the Southern African Marketing Research Association (SAMRA) Pretoria Branch in 2007/2008 and later National Chairperson in 2012/2013. He is also a SAMRA Accredited Researcher (SAR) since 2011 and was awarded Best First-time Speaker as well as Silver Medal at the SAMRA Annual Conference in 2014 for his co-authored paper on Big Data, “If we are good researchers, why should we fear more data?”. He was a member of the former National Council of the Services SETA and also published on energy efficiency with a US-based donor agency in 2005.

Person Information


Noluvuko Mathibe

Head of Client Service

With over 25 years market research experience as a research user and a supplier, Noluvuko brings extensive experience to African Response.

Noluvuko started her working career at IBM in Accounting and later Financial Planning. She then switched careers and moved to Brand Marketing when she joined Smith-Kline Beecham (Consumer Brands) in 1991,

As a brand manager (managing the personal care products) she got exposed to Marketing in the FMCG sector. Her interest in consumer insights influenced her SAB (Beer Division) where she was appointed Consumer Insights Manager in 1993.

SAB, with their extensive use of consumer research, was a significant stepping stone for Noluvuko who used the opportunity to consolidate her appreciation and knowledge of consumer and trade research.

Noluvuko has run her own research company for more than 17 years (1998 to 2016) and has conducted a number of research studies in different areas such as: stakeholder perceptions, brand health, customer satisfaction measurement, evaluating communication campaigns, etc. in and outside of South Africa.

Noluvuko is a member of SAMRA (Southern African Marketing Research Association), and past Chair of the Training and Development Portfolio (within SAMRA).

Noluvuko holds an MBA degree from WITS Business School and a B.Comm from Fort Hare University.

BEE Status


African Response is committed to the principles of B-BBEE and was established for the purpose of building a truly empowered market research company in South Africa

African Response is a level 1 B-BBEE company that is black and woman owned.
For the recent certificate please contact our office.

Ongoing immersions and marketplace presence

Latest press release


Latest stats on Stokvels released

BRYANSTON – Stokvels - a robust market in the area of traditional collective saving are estimated to be worth R25 billion. There are 8.6 million stokvel members in South Africa which represents 23% of the adult population and an estimated 421 000 stokvels in total. This is according to African Response’s latest survey on the status and market potential of stokvels.

Download press release