SAMRA is a non-profit, voluntary association of research organisations and researchers in the data, research and insights industry. SAMRA was established in 1963 to ensure professionalism amongst researchers (incl. sharing ideas and new developments) and to promote the effective use of marketing research by decision-makers. SAMRA is the only recognised self-regulatory professional body for market research in South Africa. The purpose of research is to ensure innovation, access to information, and economic growth – it’s our purpose to ensure that happens at the highest level.

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.

Board of Directors


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 As 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.

Shaun Naidoo

Shaun Naidoo

Shaun Naidoo is Senior Research Lead at Answered & Publicis Media. He has 21 years market research experience across various research methodologies. He has worked within various established research houses, managing a variety of quantitative and qualitative research projects within the Financial, Insurance, Auto Motor, FMCG and Hospitality industries.Shaun strives to maintain current best practice in context of constant change and development within the market research industry. Shaun has a passion for research and supports the goal of growing the research, data and insights industry. Shaun currently holds an Advanced Marketing Diploma and is currently studying towards BBA Degree in Marketing Management (IMM SA).


Jacolize Poalses

Jacolize is a senior researcher at the Bureau of Market Research (Pty) Ltd (BMR) at the University of South Africa (Unisa) and heads the Behavioural and Communication Research Division.  She started her academic and research career at the BMR in 2010 and prior to that worked as psychometrist and management development consultant.  She completed her MA Research Psychology degree in 2012, and holds a PhD degree in Psychology (2022).  Being inquisitive by nature, the conglomeration of research and psychology focus areas are well-suited to her passion for research. Her research includes consumer and business behaviour studies, and she has a keen interest in research focusing on psychological wellbeing, happiness, and the role of emotion in decision-making to establish the influence of environmental and social factors on people.  She trusts that her personal views complement SAMRA’s views to represent members and our evolving industry.


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.


Elsa Thirion-Venter

Elsa Thirion-Venter, co-managing director of MarkData has research experience in various fields of research such as psychological evaluation of drivers, test construction, survey methodology and media and communication research. She started her career at the Human Sciences Research Council as a researcher in the Human Resources group and later as Survey Manager at MarkData. In 1993 she was appointed as a Research Manager: at the SABC. In 1996 she moved back to MarkData as one of the owners. She holds a MBL (1998) and D Litt et Phil (Consulting Psychology) (2011) from Unisa. She is registered as a research psychologist at the Health Professions Council. She is also a SAMRA (Southern African Marketing Research Association) Accredited Researcher (SAR) and a SAMRA Honourary member. She was the Chairperson of the Pretoria SAMRA branch, treasurer and Chairperson of SAMRA National and is currently the chairperson of the SAMRA Ethics Committee.


Nuala Harris-Morele

Nuala loves finding solutions to challenges, particularly the problems nobody else wants to solve, such as those with complex sampling and uncharted design, as not knowing how things will end up is exciting. She currently heads up the KANTAR Media business for Sub-Saharan Africa which includes the Return Path Data (RPD) service across various markets. Nuala is particularly passionate about providing complex data to trade on across all media platforms, from traditional TV, radio and print to everything digital. While new platforms and cross-platforms add an interesting dynamic to measurement, they are also crucial in helping us understand how consumers’ lives are changing and how media owners and brands can better meet their needs today to inspire future growth.


Grant Lindhorst

With over 20 years’ marketing research experience, Grant has worked for some of the larger research agencies both locally abroad in various sectors and cultures, from the Amazon in Brazil to Saudi Arabia. He enjoys working in multi-cultural environments and running large cross-market research projects.He took over the leadership of a boutique CX research agency REACT Customer Research, continuing to engage his two additional passions; understanding what makes people tick and building growth through sound strategy. As an experienced expert, he has come to understand that many corporate decisions are taken without the guidance of research, and therefore, is an ambassador for the research industry - promoting the relevance and importance of market research.