Abstract:

5000 consumers in 10 countries in the MENA region answering surveys on their mobile phone for over 12 months - the ultimate solution to get in-the-moment consumer behavior insight in the region. Mindshare was the first in the GCC to think of using mobile as a way to collect input that enables a true adaptive marketing approach by introducing speed like never before in the process. Decisions can be made in days, not weeks. The speed and key element of real-time was the real step change for the company as it has helped capture the actual behavior of people. The process of moving to mobile hasn’t been without its challenges and Rabih will use a number of case studies to look at issues like sample confidence, and panel representativeness to share their learnings after 9 months.