We look for deep insights about the individuals who make up your target audience and then express their needs, simply, concisely and usefully. We interpret these insights to give you the best input for your strategy.
We are brand insight specialists with a deep knowledge of South African consumers, having personally conducted hundreds of focus groups and depth interviews across many brands and categories.
We’re curious about everything. We are personally involved in every stage of the research process. We make work feel like play and we only drink good coffee!
b2 began in 2000 as a partnership between Bridget Baalbergen and Sarah Bovim. We call ourselves consumer psychologists because we love people and understanding their relationships with brands.
Quite simply… we choose to work on brands that we love and with people who inspire us.
market research | focus groups | qualitative research | consumer insight | strategic insight | consumer research
Robyn Hobson, Le Bon Bon
"Sarah and Bridget are fabulous to work with. They took a hands-on approach, ensuring our research delivered valuable and practical insights. Our products truly benefited from their combined knowledge and experience."
Graham Easton, Market Intelligence, Santam
“Our engagement with B2 was one of complete professionalism. They understood our business problem and clearly translated this into a research proposal that delivered us with the necessary insights to inform our strategic decision. They have become a valued partner that we trust to act in our best interests. I highly recommend that you consider B2 as a partner. They take the time and effort to first understand your business before presenting a solution.”
Robin Nixon, Strategic Director, FCB
“Bridget and Sarah are a powerful pair who are always up for tackling just about any challenge. Whether it is scoping a new category or revisiting and digging deeper into a well-known and documented market, you can rely on them to get beneath the skin of the customer. Bridget and Sarah have an uncanny way of working together, collectively collaborating and interrogating each other as they navigate their way through consumer sentiment to glean powerful insights behind human behaviour.”
Mzamo Masito, Managing Executive & Africa Brand Lead, Vodacom
“I have worked with Sarah and Bridget for the UCT Unilever Institute and I find them to be curious, insightful, strategic and creative. They have added great value to growing South African brand, retail and consumer stories.”
Carolyn Holgate, General Manager of MWeb Connect
“Affordable, strategic, valuable and usable insight from two experienced marketers is rare to find and when you do, hang on to it! Both Sarah and Bridget added value to our business and we’ve been back for more. Their honesty, passion and genuine interest in your business is unique!”
Charlene Beukes, General Manager, The Huffington Post South Africa
"Working with Sarah and Bridget is always an amazing experience. Their approach is very professional and hands-on, displaying excellent insights into the hearts and minds of our various and often complex audience segments, which resulted in them workshopping practical solutions we could implement right away."
Paul Egan, Managing Consultant of The Unilever Institute
“b2 add huge value when it comes to delivering strategic insights. Over the years b2 has made an immense contribution to the Institute and has been instrumental in helping us develop ground-breaking projects.
Charlotte Smith, Head of Qualitative at Basis Research
“There’s no other agency that I would choose in South Africa. Working with Sarah and Bridget is like flying first class – they provide a streamlined service which is super efficient. Their articulation of local culture has been supremely helpful to us as a British client.”