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ADIA Board 2023-24

The following office bearers were elected unopposed at the AGM on Thursday 26 October, for a one-year term 2023-24:

1. George ZdanowiczPresidentEnhance Research
2. Josephine FotiVice-PresidentWallis Social Research
3. Martin FilzSecretaryPureProfile
4. Sarah WrigleyTreasurerGundabluey Research

Five Ordinary Board members were also elected unopposed:

1. Erik Heller, EY
2. Laura Robbie, YouGov
3. Simon Wake, Ipsos
4. Jenny Witham, Fiftyfive5
5. Mark Zuker, JWS Research

ADIA Board Office Bearers

George Zdanowicz

President - George Zdanowicz

Enhance Research

George is the CEO of Enhance Research, based in Brisbane. He has over 25 years’ experience in market and social research, having worked in both client and agency research roles. George is a Qualified Professional Researcher (QPR) and a Fellow of the Australian Marketing Institute (FAMI) and Certified Practicing Marketer (CPM). George has been an active participant in the industry including a long-term involvement with ADIA, serving as Treasurer for two years prior to being elected President for the first time in 2019.

George continues to focus on ensuring that ADIA delivers valued services to its members and actively represents the progressive and diverse research and insights industry.

George is Chair of the Regulatory and Industry Benchmarking sub-committees.

To contact George – 0412 370 393

Josephine Foti

Vice President - Josephine Foti

Wallis Social Research

Josephine is a passionate leader and researcher with nearly 25 years’ experience in the industry. The Chief Executive Officer and owner of Wallis, she works with all levels of the business to drive continuous improvement and industry best practice.

Josephine has a wealth of knowledge across a diverse range of industries and has been responsible for leading many high-profile, complex projects. She is particularly interested in research in the area of disadvantage and working with marginalised and vulnerable groups.

An active participant in the advancement of the industry, Josephine has been an executive committee member for several years, including two years as Secretary.  Returning for another year as Vice President, Josephine will continue to use her experience to ensure ADIA supports both members and the wider community – with research that remains useful, usable and accessible to all.

Josephine is a member of the Leaders Forum sub-committee.

To contact Josephine: 0401 518 191

Sarah Wrigley

Treasurer - Sarah Wrigley

Gundabluey Research ​

For over 20 years, Sarah has run her own successful consultancy, Gundabluey Research, based in Victoria and prior to that spent 10 years at ACNielsen.  Sarah is an active member of industry holding various roles across many years, including as an ADIA Executive member from 2012 to 2015, the wider committee and chair of the Leaders Forum sub-committee.   Sarah is also a long term The Research Society IRG member, has won two Research Effectiveness Awards and has been a member of the TRS for 30 years.   Sarah has served across four boards, including Chairman of a Community Bank for eight years and the prestigious Royal Botanic Gardens of Victoria Board and brings considerable governance, risk, and finance experience as well as an understanding of running a successful small business.

In 2023-24, Sarah continues in the role of Treasurer to ensure ADIA member funds continue to be managed judiciously on behalf of members and ADIA maintains its current robust financial position.

Sarah is Chair of the Member Outreach and Growth Committee.

To contact Sarah – 0412 186302

Martin Filz

Secretary – Martin Filz


Martin is CEO at data and insights business Pureprofile. With more than 20 years’ experience, Martin is one of the most well-respected and influential research industry leaders. He has worked in several senior executive positions, including as EMEA and APAC Managing Director at Research Now (now Dynata) and EMEA/APAC CEO at Kantar-owned, Lightspeed GMI.

A pioneer of online measurement and research, Martin is active in digital and research bodies including the Market Research Society, and the Interactive Advertising Bureau (IAB).

Martin is a member of the Member Outreach and Growth sub-committee.

To contact Martin: 0466 356 388

Ordinary Board members

Erik Heller


Erik is a Partner at global consulting firm EY and leads the Oceania customer insights and analytics practice (EY Sweeney). With experience in advertising agencies and client-side marketing roles, Erik has spent the bulk of his career (20+ years) in market/social research and customer experience management. Erik works a cross-sector with a particular focus on government/social research, focusing on transforming customer and citizen experiences in the digital age.

Erik is passionate about the data and insights industry and regularly speaks at conferences and events to help build the profile of the profession and attract the best talent to the industry. He is an active member of The Research Society and a Qualified Practicing Researcher (QPR).

Before joining the ADIA board, Erik was a member of the ADIA’s Advisory Committee and continues to be a member of the Leaders Forum Committee and the Privacy Compliance Committee.

To contact Erik:  0407 668 374

Laura Robbie

Laura Robbie


Laura Robbie is APAC CEO for YouGov, the global public opinion and data company.

Laura has 20 years of international experience in the research and data industry, spanning Europe the US and across the Asia Pacific region. She has spent the last 15 years building diverse teams across India, Singapore, Japan, Indonesia, Thailand, China and New Zealand in addition to Australia.

As an invested industry advocate, Laura contributes heavily to the research industry as a NED at ADIA, a NED at the APC (Australian Poling Council) and a member of The Research Society. She contributes regularly to industry thought leadership and champions diversity in the workplace.

Laura is a member of the Leaders Forum sub-committee.

To contact Laura – 0416 604 314

Simon Wake

Simon Wake


Simon Wake is the CEO for Ipsos in Australia & New Zealand. Simon was previously Managing Director of Ipsos MediaCT and prior to that was Director of Marketing at Fairfax Media, after working in news media publishing for close to 10 years.

Simon joined the ADIA Executive over eight years ago and continues to bring his knowledge of the industry and understanding of business leadership, digital marketing, brand strategy, communications research, business development, PR and communications strategy and planning to the Association.

To contact Simon – 0410 650 841

Jenny Witham

Jenny Witham


Jenny is a Partner at Fiftyfive5 and leads the Melbourne business. Jenny has spent over 20 years in market research consulting, pursuing her passion for consumer and citizen insights that translate into strategy. She is a business and client leader, consulting with many of Australia’s leading brands and organisations. Jenny’s previous roles include Executive Director, Strategic Client Partner for Kantar, Chief Client Officer of Colmar Brunton, and Jenny spent 9 years as Managing Director of Colmar Brunton in Melbourne.

Jenny has been a member of the ADIA Advisory Committee since January 2018 and joined the ADIA Board in 2021. She is a member of ESOMAR and The Research Society and enjoys presenting at industry conferences and events to share thought leadership and client success stories. Jenny brings her experience in company leadership and a growth focus to the association.

To contact Jenny – 0402 272 044

Mark Zuker

Mark Zuker

JWS Research

Mark is the Managing Director of JWS Research based in Melbourne. Mark has over 30 years’ experience in market and social research having worked for companies of all shapes and sizes. Mark has a background and particular interest in data processing, logistics and large-scale projects. Mark is a Qualified Professional Researcher (QPR) and a Fellow of The Research Society. George has been an active participant in the industry for many years including being a long-standing member of the ADIA IR and Quality committees. Mark was previously secretary of AMSRO (now ADIA).

Mark is currently a member of the Quality and Training, Workplace and Industrial Relations and Regulatory sub-committees.

To contact Mark: 0418 364 009

Sarah Campbell

Sarah Campbell

Chief Executive Officer, ADIA

ADIA’s Chief Executive Officer for eleven years, Sarah Campbell manages the day-to-day running of the Association.  A communications and stakeholder engagement specialist, Sarah has over 20 years’ experience in corporate, government, and public relations and prior to joining ADIA worked for some of Australia’s most recognised organisations including: FOXTEL, ABC-TV, News Corp and UNICEF.

Key achievements under Sarah’s administration include: the launch of the industry Trust Mark – a co-regulated industry initiative; the development of Australia’s only industry-registered APP Industry Privacy Code (independently reviewed and relaunched 2021); a reinvigorated annual Leaders Forum conference; industry advocacy with significant progress and changes on the IPND Scheme and stronger connections with government; an effective UWU-ADIA Agreement (two over six years); the introduction of new strategic partnerships and more recently, the Inquiry into the Performance of the Opinion Polls at the 2019 Australian Federal Election and the successful rebrand of AMSRO to ADIA to support the Association’s strategic direction.

To contact Sarah: 0460 012 092