"Best of" - MENAP 2013 - Programme PDF

ESOMAR BEST OF
MENAP 2013
NAVIGATING CHANGE FOR GROWTH
DUBAI / 4-5 MARCH
PROGRAMME
4 MARCH
08.00 – 09.00
Registration
09.00 – 17.00
Workshops in parallel:
Communicating Insights
An interactive workshop to help you create materials with impact
Led by Lucy Davison, Managing Director, Keen as Mustard Marketing, UK
Creative Survey Design
The art and science of survey design
Led by Jon Puleston, Vice President Innovation, GMI, UK
5 MARCH
08.00 – 09.00
Registration
09.00 – 09.15
WELCOME AND INTRODUCTION TO THE PROGRAMME
Finn Raben, ESOMAR Director General
Steve Hamilton-Clark, TNS, ESOMAR Representative for UAE
09.15 – 09.45
KEYNOTE SPEAKER
Eric Salama
Chairman and CEO, Kantar Group, UK
09.45 – 09.50
Q&A
THE ARAB SPRING
09.50 – 09.55
Introduction by Session Chair:
Vinay Ahuja, P&G, UAE
09.55 – 10.15
GUEST SPEAKER:
Once Upon a Time…in Egypt
Rajna Rajan, TNS Middle East & Africa, UAE
ESOMAR Young Researcher Award 2012 Finalist
10.15 – 10.35
The Post Arab Spring Consumer in Tunisia
The social individualist
Hubert Boulos, JWT, UAE
Hazem Kaddour, JWT, Tunisia
Najla Chaar, Tunisiana a member of Qtel Group, Tunisia
Houssem Abbassi, Tunisiana a member of Qtel Group, Tunisia
10.35 -10.45
Discussion
10.45 – 11.15
Break
KEY BUSINESS ISSUES
11.15 – 11.20
Introduction by Session Chair:
Tony Proudian, PARC, ESOMAR Representative for Saudi Arabia
11.20 – 11.40
Healthy Growth
Varsha Sharma, Point Research & Marketing Consultancy, UAE
Milos Bugarcic, Point Research & Marketing Consultancy, UAE
Yasmina Amara, Point Research & Marketing Consultancy, UAE
11.40 – 12.00
Decode the Real Taste of Arabia!
Mapping consumer-generated product sensory characteristics
Kagan Selcuk, Nielsen, UAE
Anshuman Ray, Nielsen, UAE
Mohamed Hassan, Nielsen, UAE
12.00 – 12.20
The Role of Research Based Consultancy in Developing Corporate Communications
Case Study of The Energy Sector
Murzi Daruwalla, ARA Research & Consultancy, Kuwait
Majed Ghorbal, ARA Research & Consultancy Kuwait
12.20 – 12.30
Discussion
DATA QUALITY
12.30 – 12.35
Introduction by Session Chair:
Tarek Ammar, ARA, ESOMAR Representative for Lebanon
12.35 – 12.55
Can We Substitute Official Census with a…Simple Telephone Survey?
Odisseas Trikaliotis, TNS Middle East & Africa, UAE
Silviu Matei, Faculty of Political Sciences, University of Bucarest, Rumania
12.55 – 13.00
Q&A
13.00 – 13.10
SPONSORS FAST TRACK SESSION
13.10 – 14.20
Lunch
14.2O – 15.05
CLIENT PANEL SESSION
How Can Research and Insight Impact Business?
Moderator:
Vinay Ahuja, P&G, UAE
Panelists:
Roger Shepperdson, CMI Manager Near & Middle East, Fromageries Bel, UAE
Rajesh Parupalli, Head of Consumer Insights & Strategy – Middle East & Developing
Markets, Kraft Foods, UAE
Kalika Tripathi, Head of Regional Marketing, Planning & Operations, HSBC Middle East, UAE
Jihad Diab, Consumer Insight & Market Intelligence Manager, Nestlé Middle East, UAE
COMMUNICATING INSIGHTS
15.05 – 15.10
Introduction by Session Chair:
Vinay Ahuja, P&G, UAE
15.10 – 15.30
GUEST SPEAKER:
"As Stimulating as Black Coffee"
Communications that are hard to sleep after
Lucy Davison, Keen as Mustard, UK
15.30 – 15.35
Q&A
15.35 – 16.00
Break
INNOVATION
16.00 – 16.05
Introduction by Session Chair:
Tarek Ammar, ARA, ESOMAR Representative for Lebanon
16.05 – 16.25
GUEST SPEAKER:
Getting Excited About Innovation
A market research innotour
Jon Puleston, Vice President Innovation, GMI, UK
16.25 – 16.45
The Inside Story
Using new technology in neuroscience for a better ROI
Eldo Scaria, GM Middle East, UAE
Himanshu Vashishtha, SixthFactor Consulting, UAE
Arun Joshi, SixthFactor Consulting, UAE
16.45 – 17.05
Helping Clients with Innovation
Driss Farissi, TNS, Morocco
17.05 – 17.25
GUEST SPEAKER:
Gaining Better Insights in the Shoppers’ World
Using EEG, GSR, Implicit Measures, Eye Tracking and Verbal Measures in a Multi Mode
Research Approach
Wim Hamaekers, Rogil Research, Belgium
Fatima El-Khatib, Rogil Research, Belgium
17.25 – 17.35
Discussion
17.35 – 17.45
CLOSING
Finn Raben, ESOMAR Director General
Steve Hamilton-Clark, TNS, ESOMAR Representative for UAE
SPEAKERS PROFILES
Arun Joshi
Arun Joshi is a Founding Partner at SixthFactor Consulting, UAE. In his most recent role, he was global
director for consumer research training at The Nielsen Company. Arun is a research veteran with twenty-one
years of experience, and with multi-disciplinary expertise related to business development, client management,
product development and talent and knowledge management. He has worked with several leading global brands
and organizations at various stages in his market research career. They reflect experience in a wide range of
industry verticals, consumer segments and business contacts. Arun has been associated with these and
various other brands and organizations based in a spectrum of regions that include the Middle East, Africa,
India and Europe. He contributes to marketing publications, has published various papers, and speaks regularly
at professional conferences, including events by ESOMAR. He has run training workshops on basic and
advanced topics related to marketing and research for a range of clients on how they can make the most of
their research spend and improve ROI. He has been visiting faculty for research at several leading business
schools. His papers in ESOMAR include “Racing Ahead in Reverse Gear” (1993), “Sifting Through the Sands of
Cyberspace” (2002), “You Can’t Judge a Book by its Cover!” (2008), “Is it Time for a Makeover?” (2009). Arun
holds a chemical engineering degree from the Indian Institute of Technology (IIT) Delhi and an MBA from the
Xavier Institute of Management (XIM) Vhubaneswar in India.
Anshuman Ray
Anshuman Ray is Senior Research Manager, Consumer Research at Nielsen UAE. Anshuman has 9 years of
experience in qualitative research, advertising (strategic planning) and brand management. A post-graduate in
management, he aims to become a technology-culture specialist by bringing the learning of culture and
technology sector together and thereby facilitating idea generation. He has worked on a wide range of sectors
including Telecom, Auto and FMCG in India, Japan and the Middle East Africa (MEA). Currently he leads the
Qualitative team for telecom clients (Telecom Practice Group) in the ME on a variety of qualitative studies, both
strategic and tactical projects, besides handling some key auto and FMCG clients as well. In the past he has
worked with GfK Mode, IMRB and JWT before moving to UAE. Over the years he has developed a strong
interest in the branding and communication space. During his tenure in advertising in JWT India, he specialised
in Innovation and NPD and worked extensively on innovation concepts. He presented a research paper on
Consumer Segmentation at the MRSI in 2008 during his tenure with IMRB along with Bharti Airtel Insights
Team. He has also completed Advanced Program in Brand Management from Indian Institute of Management,
Calcutta.
Driss Farissi
Driss Farissi is Director of Clients Services at TNS Morocco. Driss has 18 years of market research experience.
After 3 years in market research consulting, Driss joined P&G for 11 years with 6 years in a global R&D for
market research and 5 years leading research business and organisation for the Paper and Surface Care
businesses at a Western European level. Driss then moved to the supplier side in Dubai. He spent 3 years as
the MENA head of research for MEMRB and a senior consultant for Kantar Retail.
Eldo Scaria
Eldo Scaria is Manager, Research and Consumer Insights at GM Middle East, UAE. Eldo has thirteen years of
experience in Consumer Insights/Market Research and Marketing in the Middle East and South Asia. He has
spent 7 years working in Dubai, handling market research in the Middle East and North Africa for General
Motors. His background includes stints at leading MR agencies and at the client side. He currently works with
General Motors, after heading a business unit at The Nielsen Company. This mix ensures that his perspectives
in research are well balanced and tuned towards actionability from the end users point of view. Before joining
GM, he used to head a team which provided research consultancy (both qualitative and quantitative) to a host of
companies in the Middle East – HSBC, du Telecom, Friesland Foods, Glaxo Smith Kline, Lacnor, Emaar
Properties, Philip Morris, Tetra Pak and P&G Gillette. He has a postgraduate degree in Market Research from
the Mudra Institute of Communications, Ahmedabad, India.
Eric Salama
Eric is Chairman and CEO of Kantar, WPP's consumer insight division. Kantar clients include FTSE and Fortune
100 companies with work ranging from innovation and new product development to optimisation of marketing
spend and measurement of TV ratings. Kantar brands include Added Value, Center Partners, Kantar
Healthcare, Kantar Japan, Kantar Media, Kantar Operations, Kantar Retail, Kantar Worldpanel, IMRB, Lightspeed
Research, Millward Brown, The Futures Company and TNS.
Between 1994 and 2002 Eric was a Main Board Director of WPP Group. He was Group Strategy Director, and
also CEO of wpp.com, the Group’s vehicle for developing digital capabilities. Preceeding that, Eric was MD of
The Henley Centre, Europe's leading consumer consultancy. Earlier, he was a researcher and speechwriter to
The Labour Party Foreign Affairs Team.
He has a BA in Politics, Philosophy and Economics, Trinity College Oxford and an MSc with distinction in
Economics, Birkbeck College London.
He is an advisor to the UK Government on several issues and is a Trustee of The British Museum.
Fatima El-Khatib
Fatima is Senior Research Consultant at Rogil Research, Belgium, responsible for the R&D of all
neuromarketing tools. She spent the past two years developing the Rogil Neuromarketing Omnibus for costeffective testing of TV copies, print ads, packaging design, fragrance and food taste with neuromarketing tools
and traditional research disciplines. Fatima holds a MBA from Leipzig Graduate School of Management (HHL) in
Germany and successfully completed several trainings at ESOMAR and NMSBA on the theoretical background
and practical use of neuromarketing. She started her career in market research in 2006 at TNS Middle East &
Africa, before moving on to Nestle Middle East.
Hazem Kaddour
Hazem Kaddour, since 2006, has served as Head of Planning at JWT North Africa, Tunisia. Hazem previously
worked for Impact Publicis. He has extensive experience in North Africa, working for major brands such as
Nescafe, Renault, Danone and Tunisiana in Tunisia, Libya, Morocco and Algeria. Since November 2012 he has
been teaching Branding at ESSTED, a design and technology school in Tunisia. He was educated at IHEC Tunis.
Himanshu Vishishtha
Himanshu Vishishtha is a Founding Partner at SixthFactor Consulting, UAE. In his previous avatar he was the
managing director of consumer research, Middle East & Africa at Nielsen. He was also the managing director
for the Middle East region before that. He has sixteen years of market research experience in the Middle East
and across the Indian subcontinent. Through the years he has worked with many global brand teams to
develop their strategy for the Middle East and Africa region and helped gain advantage in the marketplace. He is
a regular speaker at conferences, part of number of leading councils and has contributed to many of the leading
publications in the region. His previous contributions to ESOMAR include “You Can’t Judge a Book by its Cover!
A way to tackle the severe acquiescence bias among Arab respondents” (Congress, 2008). “Shoppers of Asia.
A comparative study on differences and similarities” (Asia Pacific, 2010). He has a postgraduate diploma in
Communications from the MICA.
Houssem Abbassi
Houssem Abbassi is Sales and Marketing and Research Director at Tunisiana a member of Qtel Group, Tunisia.
At Tunisiana since 2004, Houssem has been involved with the Tunisiana brand across all aspects of marketing,
sponsorship PR and, of course, research. His involvement on the brand over such a long period has greatly
contributed to making Tunisiana one of the strongest brands in Tunisia. Prior to his current role, he served as
Operational Marketing Manager at roupe Poulina and Marketing Manager at Pirelli Tunisia. He received an MBA
from the Université Paris IX Dauphine.
Hubert Boulos
Hubert Boulos has served as Head of Planning MENA at JWT, UAE since 2011. Hubert has worked at Saatchi,
Lintas, McCann and Publicis in France and after 13 years in Europe, moved to Dubai in 2006 and founded the
Strategic Planning and Research Department at Impact BBDO in Dubai. He is no stranger to ESOMAR as he
already co-authored a paper in 2008 for the Automotive industry: “Turning ‘point of sale’ into an image and
sales accelerator”. He holds a Juris Doctor from Duke University, USA.
Jihad Diab
Jihad Yehia Diab is the Consumer Insight & Market Intelligence Manager in Nestlé Middle East, pioneering the
evolution of the “Know Your Consumer Deeply Room” of “Brand Building the Nestlé Way”. He is an MBA
graduate with high distinction from the University of Atlanta. Prior to joining Nestlé ME, Jihad spent 6 years
between Emirates Airlines, IMES and Ipsos, where he attained the “Employee Of The Year” award in 2009.
Jon Puleston
Jon Puleston is Vice President Innovation at GMI, UK part of the Kantar owned Lightspeed Research group. He
runs GMI Interactive, a team specialising in the design of surveys and works with clients and research
companies around the world advising them on how to design more effective surveys. His work exploring the
gamification of market research won the ESOMAR Congress Award for best methodological paper and in 2011
he won the MRS Award for innovation in market research methodology. His work exploring the cross cultural
impact of creative survey design techniques won Best paper at the ESOMAR Asia Pacific 2012 conference. He
is a regular speaker and blog writer.
Kagan Selcuk
Kagan Selcuk is Research Manager, Consumer Research at Nielsen UAE. Kagan has more than 7 years market
research experience in diverse range of industrial sectors including telecom, FMCG, tobacco, consumer
durables and automotive. He has been working for Nielsen UAE for 6 years. Prior to Nielsen he had worked for
social and economic research projects. Kagan has participated in strategic projects to lead advanced analytic
requirements. Segmentation exercise is one of his key responsibilities and he led more than 50 segmentation
analysis for various clients from diverse industries. He is currently working in the Knowledge Management and
Innovation Team and is responsible for the product innovation initiatives. In 2011, Kagan presented a paper to
Nielsen APMEA Emerging Ideas, where he was selected as the regional finalist. Kagan has a Bachelors’ degree
in Sociology from Bogazici University Istanbul.
Kalika Tripathi
Kalika Tripathi is Head of Regional Marketing, Planning & Operations at HSBC Middle East, UAE. She is a
market researcher with 20+ years of experience in the industry, spanning both the agency and client sides. She
has also worked with international names including Lowe and Nielsen. Over the past 9 years at HSBC, Kalika
has held regional roles handling research, liabilities and currently oversees marketing planning for the retail
banking business in the Middle East region. Within HSBC, Kalika has acquired in-depth knowledge on finance
sector insights and marketing planning. She is a trained Innovation Champion and has facilitated sessions,
ranging from concept development and brand positioning to vision mapping. It is her endeavour to contribute to
the growth of the research industry in the Middle East not only through her current role with HSBC, but
through presentations at regional and global conferences such as those hosted by ESOMAR.
Lucy Davison
Lucy Davison is Managing Director at Keen As Mustard Marketing, UK. A specialist in applying the principles of
good communication to research, Lucy has over 25 years experience in B2B marketing communications and
branding. As managing director of Keen as Mustard Marketing, Lucy works on a wide range of projects from
branding and strategy to websites, marketing materials, events and PR. Prior to founding Keen as Mustard,
Lucy was global marketing director at Research International. Before that, she worked in branding and design
as a marketing and PR consultant. Lucy started her career in architecture and interior design.
Majed Ghorbal
Majed Ghorbal has served as Research Manager at ARA Marketing Research & Consultancy, Kuwait since
2008 and has 10 years experience in the research and marketing fields, of which the last three years have
been spent working closely on the Excellence program award assisting governmental authorities in reaching
the best - in terms of customer satisfaction. Recently, Majed has been responsible for stakeholder's
assessment projects for important entities in the UAE (DoT, DED Abu Dhabi, DED Dubai, DIFC) and a team
member for a communication project for one of the leading oil companies in the region. Majed holds a double
Master degree in Market Intelligence and in Business Administration from HEC University Tunisia (2003 and
2005).
Milos Bugarcic
Milos Bugarcic is Senior Consultant at Point Research & Marketing Consultancy, UAE. A Psychology graduate,
Milos has six years of qualitative research experience, working for a large international MR company in Serbia
and UAE. His passion for social psychology and psychology of consumers drove him to pursue career in
market research after his studies. Milos is specialised in branding and communications, segmentation and
positioning, U&A studies and ethnography. Milos has been working for diverse clients and across number of
categories in Europe and Middle East, and his expertise lies in FMCG, automotive, technology, financial and
retail. In the FMCG sector he is a specialist for tobacco, beer, CSDs and snacks, where he led number of
projects across different markets. He also has significant experience with managing multi- country qualitative
projects, including large-scale international projects, both B2C and B2B.
Mohamed Hassan
Mohammed Hassan is Senior Research Executive, Consumer Research at Nielsen UAE. Mohamed comes with
an anthropology and sociology background. In 2006, his interest naturally shifted to qualitative research and for
the past six years, he has been learning about the cultures of the GCC, Levant and North Africa. Because of his
background, he is always an integral part of the team for all the culture-related and Arab consumer exploratory
studies. He has been successfully managing client relationships in several sectors – FMCG, Telecom, Media,
Automotive, Banking, Finance, Electronics, Healthcare, IT- and provided them with insightful results on various
types of research such as brand equity, concept and ad testing, customer satisfaction, U&A, exploratory
research and media research.
Murzi Daruwalla
Murzi Daruwalla is Senior Communications Consultant at ARA Marketing Research & Consultancy, Kuwait.
Murzi has over two decades of experience in retail banking, research, marketing and communication. He has a
rich experience gained across different disciplines such as CRM, strategy, segmentation, product development,
corporate communication, loyalty, research, audience measurement and customer satisfaction programs. Murzi
joined ARA in 2010 where he leads ARA’s business development efforts and media studies in MENA. He is
helping many of the region’s leading organizations in his various assignments and has conducted
communication seminars and team synergy-training sessions. He is also a speaker at seminars. Murzi won the
first Gold Media Lion from the GCC at the Cannes Advertising Awards for Gulf Bank and he created a game
show for the Al Danah Draw account that ran on Kuwait TV. Murzi holds an MBA Degree in Finance.
Najla Chaar
Najla Chaar is Director of Communications at Tunisiana a member of Qtel Group, Tunisia. Najla has worked at
Tunisiana since 2003 and has been involved with the Tunisiana brand from its infancy, witnessing its growth up
to its current leadership status in Tunisia. Prior to that she worked in the advertising industry. Najla received a
Master (DEA) at the Sorbonne University, Paris France.
Odisseas Trikaliotis
Odisseas Trikaliotis is Senior Group Account Director at TNS Middle East & Africa, UAE. Although his teenage
dream was to become a Psychology professor, Odisseas fell in love with research in college. Since then, he has
been doing everything he can to keep clients happy, educate young researchers on the beauty of numbers, and
still be home before 11pm. Odisseas has around 14 years of academic and applied marketing research
experience and holds a MSc in Consumer Psychology from INSEAD, France. He also has an MBA from the
University of Miami, USA, and a BA in marketing from the American College of Greece. He has taught courses
in statistics and marketing, and has worked for clients across all industries. He has worked and lived in 5
different countries, and he has been in the Middle East region for the last 3 years.
Rajesh Parupalli
Rajesh Parupalli is Head of Consumer Insights & Strategy, Middle East & Developing Markets at Kraft Foods,
UAE. Rajesh has 15 years of experience in the research industry spanning the Middle East & Africa (MEA)
region, both on the client and agency sides. He currently leads the Consumer Insights & Strategy function with
Mondelēz International (a spin-off from Kraft Foods) in all categories for the Middle East and in Biscuits &
Refreshment beverages for the MEA region.. Rajesh has travelled extensively within MEA, interacting with
consumers and shoppers in various countries, and also lived in Saudi Arabia for 4 years. He has presented
papers at past ESOMAR events and also contributed to the organisation as a Programme Committee Member
for ESOMAR Qualitative 2009. He is passionate about connecting with consumers (to know them like you know
your family members) and strongly believes the true value of any insight is in the business impact it can create.
Rajna Rajan
Rajna Rajan is Senior Research Executive - Quantitative, TNS Middle East and Africa, UAE. Rajna graduated
from the Mudra Institute of Communications, Ahmedabad, India in 2009. Before that she attended the Anna
University, India where she received a degree in Computer Science and Engineering. Currently she is a Senior
Research Executive, Quantitative at TNS Middle East & Africa. Prior to this she was a Senior Researcher,
Quantitative at Synovate, India (Delhi) and before that she worked as a Project Engineer at Wipro Technologies
Ltd. Rajna enjoys languages and speaks English, Malayalam, Tamil, Hindi, and Arabic.
Roger Shepperdson
Roger is Regional CMI Manager for Bel NME (GCC, Levant, Turkey & Iran). He started his research career in
Asia (Seoul, Korea) with Synovate, followed by moves to London and Dubai. Roger moved to Bel in 2011.
Before moving to Bel, Roger specialised in a wide range of qualitative and quantitative methodologies including
a particular focus with Unilever and their global product-testing programme.
Varsha Sharma
Varsha Sharma is Research Director at Point Research & Marketing Consultancy, UAE. Varsha has worked
across segments and categories, being with global research organizations. She has mastered the art of mining
insights and spotting trends while the strategic usage and application of consumer psychology remains her
forte. A knowledge custodian for global FMCG giants, she is an experienced NeedScope (TNS proprietary
motivational research system) & Delta Qual (Nielsen proprietary tool) researcher. A trainer for moderators, her
contributions in improving processes to make qualitative practice more relevant in demanding times is globally
acknowledged. She is a Marketing and Mass Communications Management Graduate and has been a qualitative
research practitioner in the Middle East with ten years of experience.
Wim Hamaekers
Wim Hamaekers is Manager-Partner at Rogil Research and the ESOMAR Representative for Belgium. He holds
a master in Communication Sciences and a bachelor in Marketing. He is passionate about how communication
works and how it evolved as a result of emerging technologies. He is especially eager to get as close as
possible to consumer and shopper reality using objective measures in combination with verbal quantitative and
qualitative measures. Wim strongly believes the future of research is in finding the right mix of methods. The
only way to get under the skin of consumers is by combining traditional research techniques and objective
measures. During the past five years, Wim did extensive research on innovations in this respect, among which
observation cameras, eye tracking, facial coding, EEG (electroencephalogram) and GSR (galvanic skin
response). At Rogil, Wim is responsible for the shopper and packaging department and any innovations in these
fields.
Yasmina Amara
Yasmina Amara is a Market Research Manager at Point Research & Marketing Consultancy, UAE. Yasmina is a
proactive, dynamic and result-oriented individual with excellent market research experience in the Middle East,
achieved via rich cross-functional exposure of over eight years in the industry. She spent four years at Yahoo!
Maktoob Research, where she was providing brand and business owners with answers to their marketing
questions through quantitative and qualitative market research solutions. Her experience with consumer
research spans many categories, including FMCGs, automotive, telecom, luxury products, tourism and digital.
Prior to joining Yahoo! Maktoob Research, she was working in the marketing and business consulting sector
with ProGroup and Y-Consult, where she was teaching, conducting market research and developing marketing
plans and strategies for a wide range of industries. She attended various industry conferences, such as Merlien
and ESOMAR, and market research trainings, like the MRS questionnaire development course and IBM SPSS
course. Yasmina holds a BSc degree in marketing and MSc in Business Administration from Blekinge Institute
of Technology in Sweden with focus on the Business Intelligence Area.
SPEAKERS ABSTRACTS
Once Upon a Time…in Egypt
Rajna Rajan, TNS Middle East & Africa, UAE
ESOMAR Young Researcher Award 2012 Finalist
The Year 2011 was a monumental year for some Arab states, bringing the curtains down on decades of
authoritarian rule. The unsuspecting world gave a collective gasp of surprise to the news of large-scale
protests and demonstrations by people who had remained, largely silent for tens of years. The most significant
fact was that states’ very own governments were like rabbits caught in the headlights in view of these
uprisings. Quick post mortems yielded a multitude of evidence on if we could have predicted these outcomes.
This made me contemplate how we could have predicted this beforehand.
What could be the reasons that triggered these massive protests by people who had stayed quiet for so long?
Was it political, social, economic or even cultural? Why now and not earlier? The challenge was to arrive at a
robust methodology which would help us foresee the socio-political pulse of the people; understand their needs
and reasons that could lead to demands, to the extent of a regime change.
To gain an understanding of this, I narrowed the scope of my research down to looking at one specific country
– Egypt. The results are fascinating.
The Post Arab Spring Consumer in Tunisia
The social individualist
Hubert Boulos, JWT, UAE
Hazem Kaddour, JWT, Tunisia
Najla Chaar, Tunisiana a member of Qtel Group, Tunisia
Houssem Abbassi, Tunisiana a member of Qtel Group, Tunisia
Many papers have been written and published about the Arab Spring; almost all of them took a socio political
angle. We will provide what is probably the first attempt to analyse the Arab Spring impact from a consumer
state of mind perspective, following regime changes and post the revolutionary euphoria.
Our focus will be on Tunisia, the very first market to trigger the Arab Spring. We will demonstrate through real
life examples how such findings impact strategic and creative choices for brands. We will use Tunisiana, the
leading telecom brand in Tunisia, to demonstrate the applicability of such findings.
Healthy Growth
Varsha Sharma, Point Research & Marketing Consultancy, UAE
Milos Bugarcic, Point Research & Marketing Consultancy, UAE
Yasmina Amara, Point Research & Marketing Consultancy, UAE
The presentation will provide a fresh perspective on ‘Health Consciousness Levels’ of consumers and what it
means to the research and marketing population in this region. It is a perspective that is most relevant in
today’s time, in a region which has the highest percentage of obese people in this world and which is likely to
increase even more by 2025.
A different take at consumer’s interaction and expectations from FMCG category, that contributes majorly to the
health and fitness requirements, can navigate the researcher and marketer life in a completely new direction
and ensure ‘healthy growth’ for all – the marketers, consumers and the researchers in this region.
An understanding of ‘Health Consciousness Levels’ may play a pivotal role, in guiding clients in taking critical
decision on – product line extension, packaging and communication. The same will also prove helpful in guiding
researchers in taking a more relevant approach while designing the sample, tools and techniques and while
analysing data and making recommendations to the clients.
Decode the Real Taste of Arabia!
Mapping consumer-generated product sensory characteristics
Kagan Selcuk, Nielsen, UAE
Anshuman Ray, Nielsen, UAE
Mohamed Hassan, Nielsen, UAE
Multinationals planning to operate in the Middle East in F&B, healthcare, personal care and household care
categories cannot simply emulate the product development strategies of other markets and launch similar
prototypes in this region without understanding the local nuances, perceptions and preferences in depth. The
key parameters that drive preferences and perceptions of an Arab consumer can only be uncovered through a
free elicitation of attributes and then mapping those attributes in a methodical manner. The presentation of
Repertory Grid Technique (RGT) enables researchers to determine for any specific product category, the
distance from ideal on key parameters and therefore will provide direction on which attributes to work and how
much. It also helps to create a segmentation of consumers thus helping if consumers differ in how they
evaluate products on the basis of attributes and therefore, what could be the overall product portfolio strategy.
As this approach is based on consumer articulated attributes, it ensures the benchmarking of products in the
true regional context. Hence it facilitates the CPG clients to uncover the sensorial needs and preferences of a
specific region or ethnicity and hence develop product strategies.
The Role of Research Based Consultancy in Developing Corporate Communications
Case Study of The Energy Sector
Murzi Daruwalla, ARA Research & Consultancy, Kuwait
Majed Ghorbal, ARA Research & Consultancy Kuwait
The presentation describes the use of research for the Energy sector (or large public sector organisations),
specifically for developing corporate communications by putting market research in the driving seat with
decision makers, helping them in finding solutions to complex problems using ARA’s proprietary techniques
using data and findings from the different researches.
Can We Substitute Official Census’ with a…Simple Telephone Survey?
Odisseas Trikaliotis, TNS Middle East & Africa, UAE
Silviu Matei, Faculty of Political Sciences, University of Bucarest, Rumania
When we as researchers’ tend to offer insights to our clients based on a Survey, the clients assume that
whatever figure we present, it’s generalisable to the population at large. If we do our job properly, we spend
time on delving into Official Census data, to be able to design projects representative of the overall population.
The biggest problem in GCC in general, and specifically in UAE, is the lack of available information of Census
Data. The unique position of UAE as a melting pot of expatriates of more than 182 nationalities renders the
understanding of population dynamics of outermost importance. Our clients need to know how many Indians
live in Abu Dhabi, or how many Filipinos call back home or how many Emiratis drive cars. This information is
not available. In fact, a simple search online regarding the population of UAE will generate at least 10 different
figures, from various sources, giving estimates that vary from 5 Million to 11 Million.
The presentation describes the initiative taken at TNS to solve the issue posed by the challenge of “How can
we accurately determine the proportion of nationalities in UAE, given the lack of official census data?”.
The application of the findings allows us to have a sampling frame to conduct face-to-face interviews, and helps
clients make important marketing decision with an unprecedented accuracy.
"As Stimulating as Black Coffee"
Communications that are hard to sleep after
Lucy Davison, Keen as Mustard, UK
Recipients of research communications are often left confused and un-inspired. As a result, although research
must be used to drive change within our clients, a lot of researchers’ work is wasted. Researchers need
radically different approaches to communication. It gives insights from other methodologies, including
journalism, and suggests five things researchers can do to create communications that have high visibility and
impact. Finally, it gives three case study examples of how researchers have understood the principles of
communication and used them well for clients.
Getting Excited about Innovation
A market research innotour
Jon Puleston, Vice President Innovation, GMI, UK
The presentation will provide an overview of innovations in market research and the impact they are having,
with a personal viewpoint on market research of the future. It will be a briefing on all the new key techniques from the impact of behavioural economics, neuroscience, text analytics, mobile phone research, survey
gamification, Google surveys – and an opportunity for everyone to get excited about the future of market
research.
The Inside Story
Using new technology in neuroscience for a better ROI
Eldo Scaria, GM Middle East, UAE
Himanshu Vashishtha, SixthFactor Consulting, UAE
Arun Joshi, SixthFactor Consulting, UAE
This study evaluates traditional and new methods – such as eye tracking, galvanic skin response measurement
and brain EEG - used in communication evaluation and discusses their validity and applicability. It also provides
recommendations on the use of different methods and makes suggestions for future research. The study helps
demonstrate the additional insights we can get, which are not possible using traditional methods. It helps clients
mitigate the impact of poor ability to articulate, various biases we face in traditional face-to-face interviews in
the region and how clients could take more informed decision for meeting their communication objectives and
get a better ROI from the advertising budget.
Helping Clients with Innovation
Driss Farissi, TNS, Morocco
The presentation introduces a strategic innovation research tool that is dedicated to help clients with their
innovation strategies. This approach enabled our client to identify the right platform to re-launch a major
initiative that they struggled with for years in the region. This approach helps understand how it enables a
change in the way suppliers and clients interact when it comes to market research moving from transactions to
strategic partnership.
Gaining Better Insights in the Shoppers’ World
Using EEG, GSR, Implicit Measures, Eye Tracking and Verbal Measures in a Multi Mode Research Approach
Wim Hamaekers, Rogil Research, Belgium
Fatima El-Khatib, Rogil Research, Belgium
This presentation is an upgrade of the ESOMAR award-winning paper “Getting into the real world of shoppers
by using a multi mode research approach” (Congress 2010, Athens). It is based on an evolved research model,
which includes biometric, behavioural and verbal measures – predicting the success of packaging and category
management with neuro research and Sens-pack tool. Based on our 2010 paper, a follow-up study was
conducted in Dubai - UAE integrating eye-tracking and implicit measures to gain better insights about the local
shoppers. The results are to be revealed during the ESOMAR BEST OF MENAP 2013 event.