The Middle East Bazaar - The challenges of doing Qualitative and Quantitative research in Arab markets

The Middle East Bazaar - The challenges of doing Qualitative and Quantitative research in Arab markets

For most western Research Agencies, doing standard Quantitative research is easy as the markets are well developed and doing Face to Face (F2F) interviews and CATI are done day in and day out. Similarly doing Focus groups and In-Depth Interviews (Qualitative Research) as well as Ethnography poses no problems. Random sampling, segmentation and recruitment can be done quite easily without batting an Eyelid

In the Middle East markets of Saudi Arabia, UAE (Dubai) Sudan, Egypt and even markets like India, things are not as simple. The lack of telephone and internet penetration in some markets makes CATI impossible and the fact that you could be arrested for running a focus group in some markets makes Qualitative research more difficult- especially where cultural understanding is ctitical.

Unboxed Consulting (www.un-boxed.me) is a boutique research agency and an affiliate of ESOMAR that has been doing all kinds of Market research in markets as diverse as Algeria, Libya, Levant (Jordan, Syria and Lebanon) as well as within the GCC (Saudi Arabia, UAE, Qatar etc)

Based out of Dubai (UAE) this specialist agency has native language speaking moderators and does research in various categories including FMCG research, Financial Research, Branding and Equity Research apart from Product tests and consumer research

They also do technology oriented work including Usability Testing and user interface/Website Evaluation work on a regular basis.

They have very senior consultants who are hands on for each project and take pride in bringing consumer insights alive. Their range of experience varies a lot and are adept at doing all varieties of Market Research.

They also do a large amount of work in Urban and Rural India and undertake full service projects as well as large scale fieldwork projects. They are reliable fieldwork suppliers for Middle East as well as India.

Based out of UAE, Unboxed consulting is the brainchild of Dipen Mehta who has been working in these markets over 13 years and been in several large research agencies before setting up on his own. For more information, please send mail to info@un-boxed.me or visit www.un-boxed.me.

Their motto Great heads, minus the overheads' J

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