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We truly believe that what people say and how they feel matters – especially when it is unsolicited and spontaneous.

Headquartered in Cape Town, South Africa, we are the world’s only accurate opinion mining company. We use a proprietary mix of search algorithms, crowd-sourcing and machine learning to mine data from online conversation for sentiment and the underlying topics. Through our unique opinion mining of social media, we were able to accurately call both Brexit and Trump’s victory – proving that meaningful, predictive insights can be gained from online conversation. Our mission is to help our clients make insightful decisions informed by accurate and meaningful social, online, print and broadcast data.

Advisory Board

  • Etienne de Villiers

    Chairman of BrandsEye

    Investor and prominent executive in global media and sports businesses with extensive experience in building global brands.

    ATP Tour, BBC Worldwide, Pi Capital, Saracens rugby club, Virgin Racing F1, Walt Disney Television International

  • Willem van Biljon

    takealot.com – co-CEO & CTO

    Entrepreneur with a highly rated technical background specialising in software development, management and commercial strategy with experience ranging from start up to global corporate.

    takealot.com, Entersekt, Nimbula, Amazon.com, Mosaic Software, LinkData, CSIR

  • Rob Stokes

    Quirk - Founder & CEO

    eMarketing specialist and author of eMarketing: The essential guide to marketing in a digital world. Founder of Quirk an international eMarketing house and a lecturer on Internet Marketing.

    Quirk, Mirum Agency, The Silicon Cape Initiative

  • Gabrielle Adams

    London Business School; Harvard University

    Academic with expertise in experimental social psychology and quantitative social science research.

    PhD Stanford University Graduate School of Business; Assistant Professor at London Business School; Edmund J. Safra Fellow-in-Residence, Harvard University.

  • Lord Clive Hollick

    Former Chairman of the House of Lord Economic Affairs Committee

    Clive Hollick is former Chairman of the House of Lord Economic Affairs Committee, a Director of Honeywell Inc and Trafalgar Entertainment, a partner of GP Bullhound (technology advisers and investors) and a member of the Royal Society advisory board.

    Hollick has also previously served as the chief executive of UBM plc, a global media and financial services business.

Executive Team

  • JP Kloppers


    Entrepreneur, innovator and leader with an eye for opportunity and a passion for efficiency and solving organisational and operational challenges.

  • Craig Raw


    Serial entrepreneur with a focus on strategic product innovation and management. Founding CTO of Quirk and specialist in crowdsourcing applications and techniques.

  • David Tinker


    Software developer with 20 years’ experience building scalable systems.

  • Ryan Harington


    Dynamic change agent with a keen focus on efficiency, productivity and smooth operations. Specialist in business analysis, and systems and process development.

  • Melanie Malherbe

    MD - Client Services

    Solution sales and account management expert, specialising in innovative technology, and analytics methodologies.

  • Nic Ray


    Growth driven executive and former CMO of digital agency Mirum SA. Nic is a global advocate for the use of opinion data in political and commercial strategic planning.

  • Freddie Herbst

    Commercial Director

    Solutions orientated, objectives driven executive backed by international sales experience and successful entrepreneurial ventures.

See for yourself
what sets us apart