AfriTorch Digital: Digital & Online Innovators in Market Research


AfriTorch Digital on their Digital Market Research Agency


We are excited for you to meet the founders of AfriTorch Digital, Michel Katuta and Thabo Mphate. They are digital and online innovators in the market research industry.

As you know,  we are inspired by success stories in the business world, and we are even more inspired that AfriTorch is the 1st 100% Black owned company in the digital market research space in South Africa and other African countries.

Learn more about Afritorch’s story behind the success:


Tell us about your company. What is AfriTorch Digital?

We are digital and online innovators in the market research industry.

We develop the software and the tools required to conduct online and mobile research in Africa and have successfully built online consumer communities all over Africa for research eg We have a digital & online consumer foot print in African countries such as South Africa, Nigeria, Kenya, Ghana, Mozambique, Tanzania and Zimbabwe, where respondents have opted in into giving us their opinions and views on brands and business that they use.

In a nutshell, we enable market research firms, brands and businesses with ability to reach online consumers using our cutting-edge technology and consumer samples.


What ignited the spark in you to start a new business venture? How did you birth the idea of AfriTorch Digital?

I believe that AfriTorch Digital was years in the making, we knew long time ago that we were called to be entrepreneurs and impact the insight industry, so all our working years was part of the working in the backend to strengthen our conviction that it is a potential successful business.

Being part of the consumer insights industry for a while , we were able to find a gap in the market and come up with the technology and expertise that is needed to solve the challenges of researchers in gathering insights faster, in Realtime at a cost effective methodology.


From the time that you decided to pursue this business, what have been some of your failures, and what have you learned from them?

Wouldn’t say failures but more challenges. All the aspect of financial management and tax implications. When we started we had the drive and enthusiasm to make a difference. Its only after we started making money, we realised that we had to educate ourselves about everything finance and tax related.

How do you push through your worst times? What keeps you motivated?

Venturing in this journey we knew that it is not going to be an easy road but as this business was born through partnership it makes it easy for us to push because we rely on each other. What keeps us motivated is the goals that we have, we are determined to continue to work until we achieve them.


What is your USP? What’s is your competitive advantage and why can’t it be copied?

The understanding of the African continent makes us unique in the services that we provide and it also makes it difficult for our competitors to keep up. One thing that can’t be copied is the experience and the insight that we have when it comes to the industry.


Why will customers stay or do repeat business with you?

Because we exceeded the expectations of our customers through the skills and technology that we can deliver to them, customer satisfaction is obtain through tangible results that they see in their various projects.


What three pieces of advice would you give to someone who is starting a business in 2018?

The three pieces of advice that we can give to startups are realistic and simple; Believe in your idea, be ready to fight for your business when adversity occurs, be ready to improve yourself.


What can we expect from AfriTorch in 2018 and beyond?

As an innovative company our mission in 2018 is to impact more companies in the research industry to become more digital.


What are you most proud of since you started on this journey?

One of the thing that we are proud of is our ability to have gained quick trust from our clients which led us to customer retention.


If you had the chance to start your career over again, what would you do differently?

Hired accountants to sort out or tax and financial compliance


What would you say are the top three skills needed to be a successful entrepreneur?

  • Perseverance and consistency-Business has its ups and downs
  • No fear attitude- Not to be scared to take calculated risks
  • Knowledge and Innovation- Keep up with what’s happening in the industry and innovate


How do you define success?

Success is the ability to set goals and to achieve them. Success is reaching a point of satisfaction in all aspects of your life.


Lastly: What do you want people to know about Afritorch

We are the only 100% Black owned company in SA that does what we do


Add a comment

  • No comments yet.
  • chat
    Add a comment