Kerry Chipp

Profile

Kerry focused on research in her initial degrees, with an emphasis on Psychometrics, Statistics and Research design. Her passion for analysis was well served through the fields of Psychology and Literature. She spent a year working in Europe and another in Australia. She added experience at the University of Western Australia as a statistician and for Research International as a marketing research executive. She returned to the University of the Witwatersrand to take up a lecturing position in Marketing in the School of Economics and Business Sciences and to complete her Masters degree in marketing.

Upon returning to academia, she kept up an active consulting practice, undertaking consultation in the marketing research field in a wide range of industries, including fast moving consumer goods companies, insurance, media, government, former parastatals and market research houses. She consults to a number of companies, including AVI, Avusa, Barnard Jacobs Mallet, BBDO, Department of Labour, Famous Brands, GeneralCologne Re, GIBS, Independent Newspapers, Makro, Nandos, the National Treasury, the Department of Trade and Industry, Plus94Harris, Rand Water, SAB, SABC, South African Advertising and Research Foundation (SAARF), Coca Cola SABCO, SASOL Oils, SASOL Solvents, TDS and Wimpy. Recently she was involved in the creation of the Wealth Measure for Avusa and the attitude segmentation for SAARF, both of which are now in the public domain.

After lecturing at Wits University for eight years, she left to work full time at her consulting practice and also lecture the MBA research methodology course at GIBS. She has also published one book, E-commerce: A South African Perspective, journal articles in the journals Acta Commercii, Management Dynamics and the South African Journal of Business Management and has three chapters in other academic books. She has presented academic research papers at international conferences in Lisbon, London, Prague and Washington DC and at three conferences closer to home: Cape Town and Johannesburg. She has served on the reviewing boards of two South African journals and been both internal and external examiner to the Gordon Institute of Business Science (GIBS), Insurance Institute of South Africa (iisa), the Institute of Marketing Management (IMM) and the University of Johannesburg. She has facilitated corporate programmes for Henley Management College and South African companies in Kenya, Tanzania and Cambodia. She is a member of the South African Marketing Research Association (SAMRA) and the Marketing Association.

Responsibilities

​​ MBA research methodology course – to all modular, evening and full-time programmes

• Short course participation for corporate specific programmes, particularly on informed decision-making, research techniques in banking and mining
• Taught on executive education for marketing courses
• Certificate programme in marketing teaches one module
• MBA research coordinator
• Co-ordinator of the faculty colloquia

Consulting Involvement

Run the consultancy called Kairos Incite for the past 10 years

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Significant Achievements

• Served as a reviewer for two South African journals
• Publication of a chapter in an internationally well used book
• Publication of book
• Run a profitable research consultancy for ten years
• Developed the psychographic segmentation for the SABC which is updated biannually and listed on the national All Media and Product (AMPS) database
• Developed the Wealth Index for Avusa

Qualifications

• BA (Wits)
• BA Hons (Industrial Psychology) (Wits)
• BA Hons (English) (UNISA)
• MComm (Marketing) (Wits)

Fields of Interest

• Marketing, particularly Base of the Pyramid (BoP)
• Social marketing
• Marketing metrics
• Consumer behavior 
• Marketing research

Professional Memberships

• South African Market Research Association (SAMRA)
• Marketing Association