This paper is based on the findings of a case study done amongst local companies in the UAE who do not use research. The purpose of the paper is to identify the resistances and blocks that restrict the use of marketing research in the region with a view to identifying means of increasing usership of research. The study found that most such companies have a predominantly short-term sales orientated approach to business. The focus is on trade rather than the consumer. Marketing planning - and hence information to aid in planning - is not given much priority. The structures of these organisations are also biased towards powerful sales departments, with marketing being only a subsidiary function, if at all. The business environment in the region is not considered conducive to long-term planning. The companies believe that they only need trade feedback and that they do get. They believe they can obtain it better through their own sales network than through any outside agency. Consumer feedback is usually not considered necessary: sales being the sole barometer of performance. Research is considered expensive and hence suitable only for large companies. The paper concludes that the short-term sales orientation and the sales-driven structures of these organisations are unlikely to change soon. But it identifies and recommends actions which the research industry could take to bring about changes in the altitudinal blocks to using research.
This paper is an abridged and slightly updated version of a paper that I gave in Rome in 1993. It is a critical account of our experience of qualitative research in the developing countries of the world, especially in the Middle East, which has led us to draw up a set of guidelines for Qualitative Research. It is put forward that the general quality of qualitative research in these countries is poor. Various problems are detailed and the guidelines, which are intended to overcome these problems, are presented and explained.
At ad agencies, through pretest we measure the content of advertising, the concept, the mnemonics, the salient selling points, and visuals (typography, pictures/illustrations, copy) for the purpose of testing clarity, comprehension, accuracy, personality projections and a series of demographic and psychographic inferences. We posttest our tv commercials aired on tv to measure recall and recognition, brand and product concepts, attitude change, intent to buy, media effectiveness and a list of other variables.
The paper is divided into three parts. The first part presents an overall picture of an average urban family expenditure in Iran. In this part changes in family consumption level over the last two decades is discussed, while focusing on the present situation. Also comparisons are made among income groups and among different geographical areas in order to gain a more detailed understanding of the family consumption patterns in Iran. The second part of the article addresses the consumer attitudes toward brand, price, availability and product quality. This part which is based on consumer researches done in Iran over the last few years by the author and his colleagues attempts to point out the difficulties in having brand awareness or maintaining brand loyalty. The final part of this paper discusses some of the problems involving consumer research in Iran. Issues such as lack of standardization or proper infrastructure are presented as major problems facing a researcher in Iran. Problems that partially stem from the fact that consumer research is in its early stages of development in Iran.
Media surveys are very often used as a basis for demographic data within a market. While carrying out these surveys "Hard-to-Get Respondents" are often tackled at the field level or even later on by weighting. This paper is on a study carried out to analyse differences between Hard-to-Get respondents and Easy-to-Get respondents, in India and a pilot study carried out in the UAE.
Unilever markets over 1000 brands of packaged consumer goods in seventy five countries. This activity accounts for three quarters of its global sales. Its well-tried market development strategy has been systematically applied to the Arabian Peninsula over the last six decades. In the last three years, Unilever has moved its top management on-shore to the GCC to assume responsibility for the totality of its consumer goods business in Arabia. New enterprises have been established with additional employment, local nationals are being aggressively trained and increased resources are being applied to better consumer understanding and customer service. The rewards are palpable and Unilever Arabia is now embarked on a trajectory of business expansion on an exciting scale.
This paper argues that a holistic assessment of the conceptual appeal and the persuasive power of a piece of copy is best made by the ultimate consumer rather than an inward looking "expert opinion as sometimes suggested by people in the advertising business. The author further makes the point that appropriately used research gives the copywriter a competitive edge.
Assuming a minimum of peace and political stability can be achieved in the Middle East, free-market economic strategies should be implemented. These should include, among others, privatisation programs of State enterprises, coupled with development of stock exchanges to drain both domestic and foreign capital, similar to the successful programs recently carried out in countries as different as Argentina, Brazil, Chile, Malaysia, Mexico, India, South Korea, Taiwan or Thailand for instance. The following areas appear to offer promising development opportunities: -Tourism, Industry, Finance, Communications.
The paper is divided in seven sections. The first section describes in brief the background of the UAE TV Meter System's implementation, outlining the size and the criteria followed in structuring the panel, as well as the period over which the system was implemented and tested. In the second section, description of the meter's equipment and its functioning are summarized along with brief highlights on the data processing steps carried out. In the third section, a detailed description of what the people meter can deliver in terms of data produced and types of Analysis, along with sample outputs of live data reports. Also covered in the third part, are the latest Software Tools available and what they offer from benefits to the various Clients such as Media Operators, Advertising Agencies and Advertisers. The fourth section of the paper discusses the advantages of employing a People Meter System in today's complex TV environment and how the 3 main users of its data could benefit from adopting such an advanced system. In order to clarify the specific interpretation of the results and the terms used in the People Meter Analysis as compared to the Classical Research, a set of detailed definitions of the common terms is contained in section five with a descriptive example to shed light on subtle differences of these terms, and on the fundamentals of the TV Meter Analysis. Furthermore, a comparison between the Classical research and People Meter Methodologies is drawn and discussed in two examples covered under section six highlighting the validity of both results obtained through the two research tools, namely People Meter and Classical Research. The Advantages and Disadvantages are also discussed in brief, outlining the difference between accurate measurement techniques of the People Meter and the accurate prediction through simulation of Classical Research results. Finally, section seven summarizes the plans for future regional expansion of the people Meter System to cover Kuwait and Bahrain by mid 1994 and Saudi Arabia and Lebanon by end of 1994 and early 1995 respectively.
Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation, establishing the value of a brand as a component of unit sale price, deciding whether to invest or to manage for profitability, knowing tire sustainable strengths of a brand and enhancing marketing effectiveness. However, in order to manage brand equity, we first need to be able to measure it. This paper presents a brand equity measurement technology based on a three- component definition of brand equity : economic, behavioural and attitudinal equity. A definition of each component is given and the techniques used to measure each of them is discussed. An application section demonstrates the far reaching and actionable implications of this brand equity technique in terms of evaluating, protecting and expanding brand equity.
Agencies' Problems with Advertisers in the Middle East is the result of the application of BBDO's PDS technology and is a sequel study to Advertisers' Problems with Agency Service in the Middle East, presented at the 1st ESOMAR/MERF/IAA Conference. The current study, conducted among a cross-section of general managers of advertising agencies, provides a hierarchy of complaints on several aspects of advertiser behaviour and attitude. These rank orderings are determined by the respondents collective assessment of the importance of each problem and the frequency of its occurrence. The findings reveal agency dissatisfaction with client remuneration levels and practices, the level of advertising expertise In advertiser organisations and client capability to handle productively agencies as valued partners/resources. Impact/BBDO reviews the issues and provides suggestions for progress toward their resolution.
Advertising research in the Middle East is often literal and frequently promotes the production of safe, literal TV commercials. But is the Middle East consumer really so literal? Or so under-estimated? By means of investigating the relationship which consumers form with different advertising styles, this paper specifically addresses how the consumer responds to advertising rather than whether or not she has received a particular message. The paper concludes that the consumer is far from literal in the way she process advertising and is more favourably oriented towards new, distinctive advertising approaches. It is supported by original qualitative research evidence.