Sarina de Beer has two master’s degrees in Psychology and Research Psychology. She started her career as a lecturer at the University of Pretoria, where a driving ambition was born to become a respected researcher.This drive flourished at Ask Afrika where she managed to create a synergy between business consulting and research. Sarina has successfully blurred the lines between research and the consultation of business-driven clients to ensure that they derive commercial value from research. And – as businesses face much larger, more complex challenges, impacting their ability to drive excellence – Sarina is focused on helping to enable business to become and remain relevant. Her focus is on better navigating client pain points, understanding how this affects them and directing her clients with understanding and context.Her business exposure lies across a range of industries and she has a passion for identifying social trends that impact brand expectations in the financial-services sector and the media industry.Together with her team, Sarina is focused on understanding the “why” around research strategy, instead of the “what” by taking a futuristic outlook when it comes to research strategy. Businesses are facing dynamic challenges in achieving excellence and, therefore, Sarina believes it is critical to help them remain relevant in an increasingly complex market, through guiding them with real understanding and context. This approach has ensured the differentiation of Ask Afrika by delivering research projects that enable decision-making.She is highly committed to the return on investment of human capital, and this is evident by the trust that the employees place in her. Her leisure time is spent with her family, reading and going to the theatre.