Corette Haf

Brief Bio

Corette Haf has been involved in marketing research for more than 30 years. She holds a BA (Honors) degree in Industrial psychology and psychology from the Rand Afrikaans University (now the University of Johannesburg). Corette spent five years with Research Surveys (Now TNS-Research Surveys) and was the founder of their qualitative division. Corette spent a number of years in Namibia as managing director of Lintas:Namibia. Since 1993 she has been MD of her own specialist qualitative research consultancy.

Corette’s introduction to online qualitative research came at an annual conference of the Qualitative Research Consultants Association (QRCA). Her passion for this form of qualitative research has led to her specialization in the field and she keeps abreast of all the latest developments. She successfully completed an intensive training course on the subject, pioneered online qualitative research in South Africa and is one of the country’s leading experts in the field. She has been a speaker at local and international market research conferences on this topic.

She is an active member of QRCA and was recently re-elected to the board of directors for the 2014-2016 term.

Category Experience

Corette is experienced in the following sectors: financial services, B2B, retail, technology, telecommunications, media, fashion/cosmetics, energy


As a full service supplier of qualitative research, Corette offers traditional in-person methods (focus group discussions, in-depth interviews, ethnographic interviews) as well many online methods: bulletin board focus groups/discussion boards/forums, real time focus groups/chats, immersive research (“online ethnography”) incorporating online journals and photo/video diaries, and longitudinal online panels and private online communities. Corette is experienced in usability testing, does social media monitoring and small scale quantitative surveys.


Mobile Qualitative Research: Innovative ways to leverage Africa’s mobile first society

With Ilka Kuhagen, MRMW Africa, Cape Town, November 2014

A Demand-side Perspective on Hospital Cash Plans in South Africa

December 2013, Finmark Trust

Can the Future of South African Research be Built With BRICS?

Fall 2013, QRCA Views

“Maximise the value of online/digital qualitative research”
SAMRA Qualitative Special Interest Group mini-conference, Cape Town, October 2012

“Touch, Pause, Engage: How to use mobile devices for consumer insights”
Presented with Andrea Chemaly, SAMRA conference, Vereeniging, June 2011

“Get a taste of LEMON – Understand your Unique Leadership Type and Develop More Successful Relationships”
QRCA conference, Philadelphia, October 2010

“Exploring new approaches with Cyberqual”
With Andrea Chemaly SAMRA Online Symposium, Johannesburg, November 2009

“How Global Is Your Village? Why You Should Do Online Qualitative Research In Your Corner Of The World!”
With Ilka Kuhagen, QRCA conference, Vancouver, October 2007 and Qcast June 2008

“Deeper more candid insights faster? It’s possible with online qualitative research”
With Andrea Chemaly, SAMRA Conference, Spier, May 2007