Africa-focused Sagaci Names Quant Consumer Research Head

Africa-focused data and analytics firm Sagaci Research has appointed Paloma Orejas as Quantitative Research Director, heading its Quant Consumer Research department.

Founded in 2012 by former Boston Consulting Group execs Julien Garcier and Joao Terlica, Sagaci specialises in custom feeds and surveys, while offering a range of data products which includes a syndicated daily brand health tracker called SagaBrand; online category consumption metrics, SagaCube; SagaTracker retail audits; and outlet census SagaTrade. The firm's proprietary panel covers 34 countries across the African continent.

Orejas (pictured) joins in Spain, after nearly fourteen years at Innovate Solutions (Ireland), where she latterly served as Sensory Research Director. In this role, she provided outsourced services to alcoholic beverages firm Diageo, overseeing a wide range of beverages sensory research projects in Africa. Her experience covers methodologies related to sensory research and product testing - including quantitative descriptive analysis, shelf-life testing, temporal method, rapid profiling methods, benchmarking studies, sensory panel management, etc.

In her new role, Orejas reports to MD Julien Garcier, who comments: 'Paloma's track record, depth of technical expertise in product testing, and more specifically sensory research, makes her an ideal leader to build on the great work of the Sagaci Research team, as well as deepen our technical skill set in some key FMCG categories in Africa. While we have heavily invested in the last couple of years in developing large online research capabilities, the need for product testing is still there and will always remain complementary. As such, Paloma will be instrumental in growing further this area of our business.'

Web site: www.sagaciresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.