SAMRA is a non-profit, voluntary association of research organisations and researchers in the data, research and insights industry. SAMRA was established to ensure professionalism amongst researchers (incl. sharing ideas and new developments) and to promote the effective use of marketing research by decision-makers. Our stakeholders include members of the public, suppliers and clients/users of data, research, advisory and consulting services and evidence-based insights (including our members), the media, legislators, related industries and associations, potential and new entrants, and education and training providers.


SAMRA's goals and objectives are to:

1. Grow the data, research and insights industry:

  • Proactively market, advocate for and lobby on behalf of the industry

  • Strategically manage talent at industry level to meet demand


2. Enhance quality and professionalism

  • Promote the professional development of practitioners

  • Provide industry-specific input into the Southern African learning system

  • Protect the public, and monitor and self-regulate ethics in the industry


3. Deliver stakeholder value:

  • Offer value-adding products and services to the industry

  • Ensure adequate representation of the industry with government

  • Maintain effective systems and processes to manage operations



The SAMRA Office is responsible for the day-to-day operations of the association and the organisation is managed by a Board of Directors whom are elected by the members at the Annual General Meeting.

Arnold Samuels

As the MD or Curiouser , and with 14 years engaged in research, it is just in Arnold’s nature to be continually curious, and delivering insight has become part of his DNA. A


s the Director of Small Business and Freelance Suppliers at SAMRA, he strives to balance thought leadership with entrepreneurial spirit and expert support.


Arnold is passionate about helping businesses connect with consumers in a way that is authentic and relevant.

Prof. Paul Kibuuka

Professor Paul Kibuuka is currently the Director Economic and Business Research of the Bureau of Market Research (Pty) Ltd at the University of South Africa (Unisa). Prof Kibuuka worked for a total of almost 30 years for government, nine years of which were served in the Civil Service and 20 years in a Development Finance Institution up to the level of Managing Director. 


He served as a visiting Academic Research Fellow and Senior Lecturer at the University of Witwatersrand, the University of Pretoria and as an Associate Professor of Development Finance at the University of Stellenbosch Business School respectively. He is a director of the Southern Africa Marketing Research Association, Droids Engineering and the chairperson of the Liberty Community Trust Fund.

Kanyisa Ngqukuvana

Kanyisa is a very driven leader with over 20 years of experience in market research, data analytics and insights. She has gained a lot of invaluable experience and skills working for some of the big names in financial services including FNB, African Bank and Standard Bank with experience spanning across 20 African countries. Kanyisa is currently an Executive Head Research & Insights at Standard Bank.


With a strong analytical mind, Kanyisa currently makes valuable contributions to strategy development, various product development designs, business cases, customer journey designs, customer experience and brand building. She thrives in integrating market, economic, sales, financial, competitor, social media and consumer data to inform strategy and business decision making.

Lebo Motshegoa

Lebo has been in the research industry for 16 years. He is a regular speaker on various media platforms. Having worked in advertising & print media prior to market research he has a well-rounded view on not only insights and strategy but also communications and marketing. He is a linguist and published author of the award winning Township Talk Dictionaries.


Lebo also holds a RCCE consultancy role for the World Health Organization (WHO) on provincial COVID-19 related matters.

His key passion is attracting and nurturing fresh young talent into research industry, especially those from disadvantaged backgrounds.

Mark Drummond

Mark gained a decade of marketing experience working within large advertising agencies such as Ogilvy and M&C Saatchi Abel before becoming the co-founder of Neural Sense, Africa's leading neuromarketing research company in 2015.


He spends his days solving business problems through the artful blend of creativity, neuroscience and technology.


He aims to bring his passion and enthusiasm for disruptive innovation to the SAMRA board to ensure that the association remains relevant, modern and on the leading edge of research excellence