Genesis Analytics promotes Amreen Choda and Emily Massey to partner

Genesis Analytics, a South African consulting firm specialised in socio-economic development, has appointed two new partners: Amreen Choda and Emily Massey.

Based in Kenya, Amreen Choda is an expert in rigorous evaluation and evidence-informed development. She brings deep expertise in randomised controlled trials (RCTs), quasi-experimental methods, large-scale survey design, and mixed methods research. Choda supports governments, donors, and development organisations with data-driven insights and strengthening their capacity to design, adapt, and scale effective programmes.

Emily Massey, based in South Africa, specialises in adaptive, utilisation-focused evaluations and learning frameworks, helping clients from the Rockefeller Foundation to the South African Presidency turn data into strategic decision-making tools. She has gained experience in several domains, including food systems, youth economic opportunities, and green economy initiatives.

Both Choda and Massey are partners in the Evaluation for Development practice.

“Amreen and Emily embody the future of evaluation: merging technical excellence with a sharp focus on real-world impact,” said Stephan Malherbe, CEO of Genesis Analytics. “Their leadership ensures Genesis Analytics remains at the forefront of solving complex development challenges.”

Founded in 1998, Genesis Analytics is headquartered in Johannesburg, with its team working across Africa and beyond. The consulting firm has expertise in behavioural sciences; competition economics and regulation; climate finance; the digital economy and regulation; economic impact assessment; human development; public health and financing; corporate impact; and youth employment.

Clients include all levels of government, corporates and banks, development agencies, multilateral organisations, foundations, regulators and law firms.