One of the country’s first black economic empowerment market research companies was launched in Johannesburg on Wednesday.
Established to build a black-owned research company with skills in developing markets, African Response aims to develop the previously disadvantaged in the field of marketing research.
Its goal is to later provide market research services to Africa at large.
Beatrice Kubheka, managing director of African Response says: ”The field [of market research] is not a very well-known career choice for black people, and this results in a great shortage of such qualified researchers and analysts in the market.”
The current partnership in African Response includes a 30% shareholding by previously disadvantaged individuals such as Kubheka, with the balance held by the Institute for Enterprise Completeness and Proactive Insight — a market research company.
African Response will be able to utilise the infrastructure and brainpower of the 466-strong Proactive Insight team. – Sapa