Our Mission

Just like any form of job creation, BEE carries with it the opportunity to make ordinary lives better. Too often, with the increased and now intense focus on scorecards and deadlines, the concept of BEE boils down to numbers - numbers that are very much dependent on the control and ownership in companies. African Response strives to fulfill the meaning of empowerment beyond just numbers.

African Response is pioneering empowerment in the Market Research field by mentoring and upskilling previously disadvantaged individuals. Market research is now becoming an attractive and available career option for many people.

This approach and the growth of the African Response field force has led to an understanding of BEE that is mostly dependent on the “development of skills in new areas”. African Response believes that it is in the area of skills that the most progress needs to be made in order to benefit the majority of the historically disadvantaged population.

Our Empowerment Initiatives:

Skills transfer

The skills transfer taking place in African Response occurs around actual research practices. Synovate transfers these skills to junior researchers according to a documented skills transfer plan. Once this skills transfer is complete the traditional ways of conducting research may be adapted and changed to best meet the requirements of our clients and incorporate the best efficiencies in our business.

A Mentoring programme forms part of the skills transfer programme, which is useful for preparing current and future leaders, retaining high performers, managing collective knowledge and reducing the costs of learning.

Sharing Knowledge

African Response and Synovate enjoy a business relationship that is based on sharing and adopting best practice based on the knowledge and experience unique to each of the companies and their employees.

While Synovate lends global expertise and solutions, African Response provides insight into the new consumer market, FMCG and Media fields. With this continuous learning from each other both companies can offer a comprehensive suite of solutions and continually enrich each other’s business knowledge and skill sets.