Celebrating excellence in research - Samra Annual Conference 2025 award winners announced
The Southern African Marketing Research Association (Samra) hosted its highly anticipated Annual Conference on 14 and 15 May 2025 at the vibrant 26Degrees South Hotel in Muldersdrift, Johannesburg. The two-day event was a powerful gathering of minds, where industry professionals explored innovation, human insight, and the evolving role of market research in shaping brand success.
This year’s theme centred on how research drives connection by deepening our understanding of consumer behaviour-bridging data with empathy and strategy with impact.
The conference culminated in the announcement of the 2025 Samra Awards, celebrating excellence, creativity, and breakthrough thinking in market research.
Award winners:
Priscilla Seddon (Daniel) & Shanice Reewith – Hello Ara
A standout presentation on gamification and qualitative research in the metaverse captured both the judges’ and audience’s attention.
They were recognised by the Board for their innovative approach to data collection and engagement with respondents through gamification in the metaverse.
Adhil Patel & Bryce Baker – MDI (Mobile Digital Insights)
Awarded for their contribution in highlighting how Gen Z’s expectations are reshaping consumer engagement, pushing brands to build real, meaningful connections.
Jacqui Horsley & Shreya Naidu – MMR Research
Recognised for their innovative approach in using generative AI to power brands towards market victory.
Harshita Mullick, Mellissa Morris & Shreya Naidu – MMR Research
Awarded for their culturally attuned and inclusive innovation in the haircare category.
Caitlyn Mathey, Michelle Reid & Daniella Patron – Ask Afrika
Recognised for sharing their insights and vision on the future of human intelligence in a digital world.
Stacy Jayne Saggers & Senamile Zungu – Kantar
Their authentic take on influencer marketing, highlighting the power of entertainment over ads, resonated deeply with the audience.
Marcus Hollington (CBA), Ezethu Nsiki & Marina Madale – Ipsos in South Africa and MTN
Honoured for championing cyber safety and child protection in our connected world.
Jan Wegelin – MarkData (Pty) Ltd
Recognised for pushing the boundaries of research application and technological integration.
As the industry continues to evolve, the Samra Annual Conference remains a vital platform for professionals to learn, connect, and celebrate the role of research in driving meaningful business impact.
- Celebrating excellence in research - Samra Annual Conference 2025 award winners announced 23 May 2025
- Connect with key decision makers in research and be a sponsor for this year’s Samra Annual Conference! 26 Mar 2025
- Early bird registrations are closing soon – save 10% before 30 March! 25 Mar 2025
- Samra Annual Conference 2025: Final call for paper submissions 7 Mar 2025
 | SAMRASAMRA is a non-profit professional body promoting excellence in South Africa’s data, research, and insights industry through self-regulation, knowledge-sharing, and advocacy for ethical, high-quality research practices. |