Sarah has 7 years experience in the market research industry and is currently an Associate Director at Ipsos B&A. Sarah has a masters degree in Research Psychology from the University of Witwatersrand. She started her career working at Kantar in Johannesburg where she worked exclusively with Unilever in the food and refreshment category partnering with both the local client and global teams.
After moving to Ireland in late 2019, Sarah worked at RED C for two years before joining Ipsos B&A at the end of 2021. With a keen interest in people’s motivations and behaviour she currently works across a variety of projects covering a diverse array of sectors including health, finance, utilities and farming. Although predominately a quantitative researcher Sarah has been developing her qualitative skills recently.
Given her passion for research Sarah would embrace the opportunity to work with others in advancing the research industry in Ireland. Having grown up and worked in South Africa she brings a unique perspective to market research in Ireland.