Drew Le Grand

Executive Chairman

In partnership with Malcolm Slinger, Drew acquired AFS ‘Smart Askers’ then known as Australian Fieldwork Solutions in early 2007. Many years of experience at the sharp end of the corporate world has enabled Drew to build the business into a leader in data collection industry across Australia and New Zealand.

As the Chairman and CEO, Drew loves the challenge of finding ways to innovate and improve the data collection process and then applying that insight to each client’s unique requirements. Often the result is a radically different approach to the project that greatly improves the outcome for the end client.

Drew graduated from the University of Melbourne with a Bachelor of Commerce and is a Fellow of the Australian Institute of Company Directors (FAICD) and a Senior Associate of the Financial Services Institute of Australasia (SA Fin). He is also a director and chairman of a number of companies and not-for-profit organisations.

“I believe excellence in data collection is a rare alchemy of talented people, natural curiosity, sophisticated technology, robust systems, thorough training and smart management….and we have it all at AFS.”

Malcolm Slinger


Malcolm Slinger has a corporate background specialising in finance and marketing including organisational change and human resource development. He spent 20 years with Coca-Cola Amatil, and as such has been a significant user (buyer) of market research. Accordingly, he fully understands and appreciates the importance of market research when making key business decisions.

After leaving Coca-Cola 1985, he held several CEO positions with a number of leading Australian companies where he spent 17 years restructuring these businesses to improve their “bottom line” performance. Having decided to leave the corporate world, Malcolm established Cadre Management Services in 2003, a management consulting company specialising in corporate re-structuring, business development, as well as providing management solutions to a select list of clients.

He joined the market research industry in 2007 when he, together with Drew Le Grand, acquired Australian Fieldwork Solutions.

Sandhya Le Grand

Chief Operating Officer

Sandhya brings experience from a number of other sectors into her role in market research data collection, recruitment and fieldwork.

Raised and educated in the UK where she graduated as an industrial chemist, Sandhya moved to Australia where she took up roles within the financial services industry managing some of the country’s most challenging call centres over a 20 year period.

That call centre knowledge has proven invaluable to AFS ‘Smart Askers’ where Sandhya initially held the position of CATI Manager and now runs all of our field and recruitment operations.

David Primrose

Director of Development

David joined our team in March 2012 from the UK, where he was a Director of a full service agency. He therefore understands the issues facing our clients in their attempts to satisfy their own clients. He has experience of utilising, commissioning and managing all research methodologies including phone, face-to-face and online. He is equally comfortable in both qualitative and quantitative arenas.

David has specific sector experience in:

  • Government (local, national and agencies)
  • Finance – business and consumer
  • Environment
  • Retail
  • Utilities
  • Education
  • Staff surveys

He has worked on a range of projects including customer satisfaction, communications evaluation, product development, behavioural change and more.

David also spent seven years as a Marketing Consultant, so he brings a marketing perspective and customer-focus to every project. Our clients benefit from his questioning approach and understanding of the context in which the information will be used, ensuring we deliver the most appropriate method and outcomes.

Richard Arnheim

Healthcare Director

Richard is the GM of our Healthcare Division, which is devoted to data collection within the healthcare segment. As well as joining us in June 2009, Richard owns R.A.I.M Group, an international call centre dedicated to the healthcare segment.

Richard has also been employed by leading market research companies for multinational corporations, including management roles in Pfizer (Spain), Gallup Israel, MIL (UK, which is now part of GFK) and Mattel Toys, and a lecturer of International Marketing for the European University campus in Madrid.

He has vast experience in the market research industry understanding the needs of clients in numerous industries, including Healthcare, Telecommunications and Industrial Products. His knowledge of research methodologies and their application has placed Richard on the cutting edge of data collection techniques.

Richard graduated with Honours from the David Syme School of Business (Monash University) with a Bachelor of Business (Marketing).

Robert Paterson

Client Services Executive

Rob has 30 years of marketing and management experience, which includes more than a decade of field management in the market research industry and is considered to be one of the best market research operations managers in the country.

He is responsible for managing many of our large-scale research studies covering diverse issues with many different quotas and requirements. He oversees all projects from the time of commissioning, during fieldwork and in providing data output. During fieldwork, he provides clients with a daily performance appraisal, which includes sample results and achievements against quotas.

Mandy Admiraal

Account Manager

Mandy first joined AFS as a Project Manager in the field division after nine years as Operations Manager for a healthcare recruitment firm.

Mandy has a Bachelor of Media Communications and Business Marketing, a Post Graduate Diploma in Front Line Management and a Certificate 4 in ISO Accreditation Lead Auditing.

She brings her previous experience, skills and knowledge to the diverse market research industry, and has the dedication and talent required to support her clients and provide them with the right solutions.

Angela Magoga

Client Services Manager

Angela has more than five years’ experience in market research, specialising in managing F2F/Intercept surveys in all states of Australia. She currently manages a field staff of more than 100 interviewers in Australia and New Zealand.

Rose Lornie

Coding Manager

Rose has been in the market research industry for over 20 years. She started her career with Wells Research , and moved on to NCS before joining us at AFS ‘Smart Askers’, where she has been for more than many years. Rose is responsible for all our coding operations for both CATI and face-to-face work.