A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we have done as well as desk research, to understand how the concept of 'purpose' itself is changing in meaning across all spheres of life ? not just in the choices of brands, but also political affiliations and life decisions. Our explorations helped construct the brand citizenship framework, which we believe adds a further layer to existing models of brand purpose and, in turn, could result in more effective purpose-driven marketing.
In this paper I identify three factors that I believe are responsible for the past lack of quality in much of the research in the Arabian peninsula. Of the three factors I propose that the differences between the value systems of the Middle East and the European research industries will be the most difficult to reconcile. The industries in both regions have much to learn from each other but it is important for buyers to understand the assumptions that each works from. Moreover, as ESOMAR expands its influence and authority beyond Europe, it must address the question of which values should prevail and how they can be integrated into an overall code of ethics.
This paper presents the broad data requirements and the concomitant research tools needed for spatial and economic planning in the context of an Arab metropolis. It then stresses the need for creating a programme of research which continually updates the information base in accordance with the new conception of planning as a continuous process as opposed to a static blueprint. Finally, the paper examines the necessity for adjusting research methods and definitions (in procedural as well as substantive terms) so as to reflect the cultural and environmental context of the project area.
Within the last 5 years a whole range of research methods, data processing systems and communication techniques, available from various sources and countries, have been designed or duly acquired, and carefully Implemented in the Arab World, bringing-up the state of Media Research in many aspects to comparable levels in the West. The most important aspects and tools are: 1. improved research procedures from questionnaire design, through fieldwork and final reporting; 2. the introduction of calibration models for the audience of periodicals; 3. the introduction of completely new Media Services: TV Panels; 4. the implementation and full use of comprehensive Advertising Media Planning Systems. This paper will review the most recent developments In media research which is considered as the main source of information on the classification and ranking of media in the region.
The main purpose of this paper is to review the current status of qualitative research in the Arab world. The survey first considers the meaning and significance of qualitative research as well as its specific importance to the Arab world. Thereafter, it proceeds to highlight the major challenges that could be counted as impeding the full use of research generally and qualitative research in particular in this area. The paper ends by offering suggestions about what could be done to overcome such challenges, relying mainly on the findings of a survey among research organisations and consumers in Egypt, as well as the experience of developed countries in conducting qualitative research among consumers.
This paper sets out to demonstrate that effective product testing can be and is carried out in Arab countries, employing basically the same techniques as in Europe or elsewhere. As the title implies, the paper argues that there is no significant difference between product testing methodology in the Arab countries and elsewhere. The paper further argues that, although local culture and habits do enforce restrictions on what can and cannot be done, these do not necessitate departure from accepted methods, but call for rethinking of approach. Examples of such restrictions and problems are given in the paper, together with suggestions as to how they may be successfully overcome.
This paper aim at illustrating the challenges felt by blue chip FMCG companies in formulating their marketing mix strategies in today's Arab markets, giving examples of the question marks facing its products, pricing and promotional policies. The second part of the paper then deals with some of the desk and field research results conducted to enhance the understanding of the Arab culture in general and the market place in particular.
The paper begins with an overview of the Arab World and some of its main characteristics, followed by a review of research suppliers operating in the Arab World and available research services. On this background the paper enumerates and discusses a number of research problems which face a research buyer with a Western experience and working in a Western company, for whom the Arab World constitutes an export market for already established products or services.
The housewife in Saudi Arabia is an important consumer most notably because of the introduction within the last year of broad scale advertising on the national TV networks. This paper examines the beliefs, attitudes and lifestyle of this group and the extent to which a psychographic segmentation can be developed. The first part of the paper looks at the role of psychographic analysis and its relationship with traditional demographic definitions. The second part describes a study conducted by A.M.E.R. among Saudi housewives, which serves as the foundation for this paper, before going on to identify the major underlying attitudes in the Kingdom and how these can be used to describe and differentiate the various groups within the overall target audience.
Conducting research in the Arab World faces difficulties and obstacles. Sometimes they are close to those encountered by the practice of research in the Western World. Some other times they are of a quite different nature. This is why adapting and finding new ways or techniques of research is required. But whatever the specificities of the local field the international standards of surveys can still be met, even in the case of such sophisticated tools as cultural patterns monitors or lifestyle measurement procedures. The purpose of this paper is to illustrate this proposition by showing the building up and putting into use of a Lebanese cultural patterns monitor, in spite of all the difficulties stemming from the current situation in the Lebanon.
The paper will present findings extracted from an annual multi-country syndicated survey among new passenger car buyers. The purpose of this paper is to highlight and explore the attitudes of car buyers and their mode of screening and selecting new cars. Purchasing a new car is a highly intricate decision due to the nature of the product itself which is nowadays perceived to be more durable and relatively more costly than it used to be a few years ago. Many factors have contributed to the fierce competition among car manufacturers thus making the decision of the buyers even more difficult and selective. This paper will discuss how buyers make their choice of a new car, and will describe the process of gathering information, assess the screening criteria, explore the attitudes underlying the final choice, and will locate all these events within the time frame from the initial stimuli down to the purchase act.