We are qualitative research specialists, conducting focus groups and individual depth interviews to gather the very best insight for your brand.  Our philosophy is that we are personally involved in every detail of the project that we work on so that our clients get the benefit of our direct input and experience.  Over the years we have built up a solid team of expert recruiters, moderators and venues who provide us with a high quality, reliable service. 


We have developed a deep knowledge of South African consumers, and have researched different target audiences across a wide variety of brands and categories. 

So we are able to contextualise the insights about your brand to give you sound strategic guidance.


Then we use our extensive client and agency-side experience to interpret these insights and express them simply, concisely and usefully.  

Our desire is to provide you with insights that are able to be integrated into your marketing strategy and make a real difference to your brand.

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.”

Nancy Hoepner, Owner of Heartistry

“It is a rare pleasure to work with such insightful, creative, positive professionals. Bridget and Sarah are inspirational business women driven by integrity and a refreshingly warm and honest approach to their clients and colleagues. They guide an organised, efficient and transparent process that allows for fantastic results – I truly love collaborating with b2!”

Interested in working together? Here's our contact info.

Bridget Baalbergen
+27 (0)82 552 5500

Sarah Bovim
+27 (0)82 559 9331

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