What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
New research company in Durban offers sub-Saharan services
A new new insights and strategy agency, Beyond Insights, has been launched by Andrew Johnson and Catherine Read-Fletcher in Durban to offer research and strategic consulting services in South Africa and across the sub-Saharan region of Africa. The agency's focus is on delivering actionable strategic solutions for businesses and marketers through high quality, locally relevant Bresearch.
Both have over 15 years of experience in the research field and their complementary skills make them a formidable team in the African market research landscape. They have been involved in many projects throughout the continent, covering over 30 countries and gaining an intricate understanding of the bottom of the pyramid consumer and the research techniques that are most suitable in understanding them.
First love - research
Johnson left his role as MD at GlobalEDGE Marketing Consultants in Durban to form the agency with Read-Fletcher, so that he could get back to his first love - research. He has previously headed up the Melbourne office of Research International in Australia and spent a number of years with Research International in the UK and South Africa as a director in its marketing science centre. His passion is for segmentation studies and he has extensive experience in brand tracking and new product development work.
Read-Fletcher was previously client services director at GlobalEDGE for eight years before leaving to start Beyond Insights, also with a desire to get back to the coalface of research. Before her time at GlobalEDGE, she was a business practice leader at Research International South Africa in Durban. With an intimate knowledge of consumers in Africa and a focus on implications for business strategy, she also has expertise in innovation work, U&A studies, brand trackers and bespoke study design.
For more, go to www.beyondinsights.co.za.
