"The beauty of being a researcher, is you keep on being reminded of your own bubble." Riël Malan has a discussion with Andrea Gevers, CEO of Ask Afrika, the largest independent market research company in Africa.

The right data, and on a large enough scale, speaks volumes. We live in a world where data is described as "the new gold". And this data is used more and more to not only understand what our preferences are but increasingly used to understand how our minds work and where our society is heading.

My guest today is someone who has made it her life's work to understand the data, and someone who feels it her duty to use it to effect change around us. Andrea Gevers, is the founder of Ask Afrika, the largest independent and "home-grown" market research organisation in South Africa.