Samantha Loggenberg

Samantha Loggenberg is the founder of Insights Edge and a senior qualitative researcher with close to 30 years’ experience in the insights industry. She has conducted research across more than 25 African countries and over 22 markets outside Africa, working with local and multinational organisations across a wide range of consumer categories.

Her experience spans the full qualitative research process – from research and methodological design through fieldwork, moderation and ethnography to analysis, strategic interpretation, reporting and client presentation. Over the course of her career, she has worked across traditional face-to-face research as well as evolving digital and mobile methodologies, including online communities, mobile ethnography, WhatsApp-based research, consumer diaries and co-creation.

Samantha remains a hands-on qualitative practitioner as well as an agency owner, with particular experience in designing research for complex, culturally diverse and emerging-market environments. This combination of extensive African and international field experience, methodological breadth and three decades of observing the evolution of qualitative research provides the foundation for her perspective on what the next generation of technology-enabled qualitative research could (and should) look like.