As we ever-expand our global purview, it becomes critical for market research professionals to understand the global consumer landscape. Creating good, valid research often requires an understanding of consumer behavior, local customs, and more. Toluna will provide a webinar that offers insight into the market in the middle east, and best practices approaches for conducting successful market research in-region, market-by-market.
The inflation wave is hitting full force in the Middle East & North Africa region, at a time where the political scene is not holding strong grounds. Anxiety levels are surging. People are torn between their dreams and aspirations AND the need to sustain existing living standards, driven by their limited means. 'How are people reacting and coping differently or similarly across the region?' and 'How will this impact the business?'Building on last year's success in "Wallet" exploration in Egypt, the journey extends to KSA and Tunisia, aiming to draw a macro view through a comparative evaluation of spending patterns giving actionable and relevant insights that will help tailor both regional and market-centric strategies with special focus on KSA.
There is no 'sense' in data until it encompasses all senses of the consumer, there is no 'experience' as valuable as the one shared in real time by the consumer and there is no 'communication' as authentic as the one that is initiated by the consumer. We must bring consumers to the centre of our research world and help them interact in a way that allows for us to see, hear, touch and feel what they experience. We must move from transactional to multi-sensory environment of inquiry especially in a region where consumers believe less in communication through text. We ought to give them an array of outlets to express themselves in a way that is both effortless as well as more thought- (sense) provoking.
The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab world has seen more change than in the fifty before it! Arab youth today are globally connected and able to express themselves like never before. In particular, tech-savvy trendsetting young individuals are breaking existing stereotypes in several unexpected ways and increasingly influencing future attitudes. Our paper presents a deep dive look at trendsetting youth in the Arabian Gulf and how they are driving change in society. We went beyond conventional research and generated insights thorough delivering a 'Live Consumer Experience' that would help marketers connect with these young consumers to create 'Engaging Marketing Strategies'
Research World is devoting a considerable section of this summers issue to market research in the lost continent. In what some people may denounce as an unforgivable concession to business convention, we have taken a pragmatic approach and have also included the Middle East in this special focus which looks at two regions that usually attract very limited coverage. In talking to researchers conducting research there, we have gained an upbeat picture of developments in Africa and the Middle East. Growth and change are words that they frequently used when discussing what is happening. This comes as a welcome change in contrast to the stories of poverty and hardship that are often told about these parts of the world. A more positive, but also critical viewpoint also fits with the growing trend in the debate about how to trigger growth and development in stagnated regions, especially Africa. After half a century of government run aid programmes that haven't done the trick, heads are turning toward the corporate sector to stimulate development in Africa. If business is the way to go, the role of market research will only become more important. Based on their proximity to consumers, market researchers should be the first to be able to tell businesses what African and Middle Eastern people want, or what their humanitarian needs are. Along with opportunity comes responsibility. As one of the researchers interviewed in this issue points out, multinationals in Africa are combining their profit-oriented investments with meaningful investments in the realm of social responsibility. Some of these companies are helping to build infrastructure, which will ultimately benefit their business.
The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but of immense interest to marketers. This paper aims to provide insights into the Middle East Arab consumer in terms of the core consumer values at a socio-cultural level. It also identifies key trends and changes in society, as well as the psychographic segments that have emerged, consequent to these changes. It provides cues for marketing, positioning and brand communication strategies that are in synch with the cultural milieu and therefore have more impactful consumer appeal.
Video Insight is a technique which was developed to adapt qualitative research techniques to local cultures in the Middle East. It is believed that this technique does not only offer a higher level of depth, insight and feel for products and consumers, but also enhances the validity of qualitative research. The technique, based on a combination of video shots of Saudi house- holds and group discussions, is described in detail and examples of the results are illustrated.
This paper argues that qualitative research can be carried out in Saudi Arabia in the same depth as in the West. Qualitative research can produce the same insight and "feel" for a product that has added so much value to marketing strategies elsewhere. However, getting the quality that is available in the West is not easy. It takes an excellent moderator, with the ability to constructively challenge clients, who is knowledgeable in marketing and business, and well grounded in the Arabic culture. There are not many moderators in Saudi Arabia who have all these qualities. Qualitative research also takes more planning up front, closer management during the project, and more analysis on the back end to get the same results.
As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers in developing customer satisfaction programmes, which whilst specific to the Middle East and North African region, are also valid at a multi- country level Specific reference is made to features of the Customer Satisfaction Surveys developed by Pepsi Cola International in 1994 and 1995.
The use of research by local companies in the Middle East region is increasing. While these companies understand the value of research and, in broad terms, what they want from a study, the buyers are often non- researchers who do not fully appreciate the level and type of input required by the research agency. This paper aims to assist such buyers by demonstrating the importance of the research brief, what it should contain and why that input is required. It also discusses problem definition and how the agency can help in this respect.
The success of some of the dominant consumer brands in the Middle East market has to a large degree been achieved through nurturing their brand values in a manner that is consistent with the traditions and cultures of its people. This has been coupled with a consideration for the regions rate of development. Often manufacturers and marketers have sought to merely impose a set of Western values and have attempted to use marketing initiatives tried and tested within the context of more mature markets. The disadvantages of such an approach can be immense. This paper will seek to examine this issue in greater depth. Although no single case study will be quoted, key product markets have been selected for discussion. Many of our conclusions are drawn from our extensive experience of the Gulf region and from a host of relevant research studies conducted over the last decade. Prior to examining this issue in greater depth, it is necessary to theoretically explain and define the concept of brand equity and its' relevance in the Middle East.