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Market Research Market Research Exploring Partnership Opportunities 1.

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Presentation on theme: "Market Research Market Research Exploring Partnership Opportunities 1."— Presentation transcript:

1 Market Research Market Research Exploring Partnership Opportunities 1

2 Table of contents … 2 ContentsSlide Introduction to FeedBack3 Corporate positioning4 Case studies and success stories14

3 Introduction to FeedBack … Commenced operations in 2001 in Cairo Currently have five full service offices in Cairo, Sharjah, Abu Dhabi, Jeddah and Algiers Conduct fieldwork in more than 20 countries across the MENA region Clientele from across the world including leading global agencies such as Nielsen, Synovate and TNS 3

4 INSIGHT INTO OUR CORPORATE POSITIONING 4

5 is more than a name It is our corporate culture 5

6 Corporate Culture … 6 We are called because we believe feedback is key to our business consumer feedback is what we deliver we are a learning organization so we always seek client feedback at end of the project we give regular feedback to all our people on their performance and progress: we believe we grow by growing our people

7 Core Competency … As an agency FeedBacks reputation has been built on our competency as a field and tab specialist –we continue to invest in our field resources to develop our data collection efficiencies and competencies –whilst leveraging this strength to also provide added value in a full service offering 7

8 Next Step … With FeedBack Plus we offer a 4 th FeedBack –a PoV on the interpretation of the data and the action that interpretation supports 8

9 Philosophy … The strapline for FeedBack is نحن لها. (Nahnu Laha) Which captures our CORE VALUES of Honesty Transparency Determination Time & Cost Conscious Empowering 9

10 Positioning We are independent 10

11 Mission to always find practical ways and means to deliver credible data at a cost you can afford to take our place amongst the regional leaders in our industry within 3 years (by end 2014), by continuously developing our people and processes to deliver insights which help our clients action winning marketing strategies 11

12 Vision Integrity above all else 12

13 Process Our Competitive Edge lies in Cultural Appreciation Logistics Speed Value for Money Low Overhead 13

14 CASE STUDIES AND SUCCESS STORIES 14

15 Case studies … What was the challenge –Recruiting first and business class passengers for focus groups in UAE What was the situation like –Shortfall in recruitment of first class passengers for focus group which was acceptable to the client, as information from existing groups was perceived to be adequate How did we demonstrate integrity –Bridging shortfall with intended target by extra recruitments at our own cost 15 Honesty always INTEGRITY

16 Case studies (contd) … What was the challenge –Providing TAM figures that accurately depicted customer viewing preferences in KSA What was the situation like –Variation in findings in 1 st round vis-à-vis existing data at clients end How did we demonstrate transparency –Encouraging client participation across all activities in the second round –Displaying rigor and discipline in our data collection process 16 Encouraging participation TRANSPARENCY

17 Case studies (contd) … What was the challenge –Interacting with private doctors treating HIV+ and AIDS patients in KSA What was the situation like –Extremely high refusal rate given the absence of government sanction for such doctors How did we demonstrate determination –Repeatedly interacting with doctors to build confidence –Establishing a strong relationship through smartness, intelligence and tactful handling 17 Against all odds DETERMINATION

18 Case studies (contd) … What was the challenge –Impending business decision immediately after Ramadan What was the situation like –Challenging, given the need to conduct a large study during Ramadan … 17 focus group study in about 12 days How did we demonstrate time and cost consciousness –Using multiple teams working in parallel –Strong contingency planning –Effective backend support 18 Client needs above all else TIME AND COST CONSCIOUSNESS

19 Case studies (contd) … What was the challenge –Client with a B2B assignment that all other agencies failed in delivering What was the situation like –Difficult, given the clients unpleasant experience with several competitors and many rounds of research How did we demonstrate empowerment –Research team redesigned the study with pertinent and logical recommendations –Made important changes to instruments and interviewing process –Ensuring delivery ahead of schedule 19 Authority to succeed EMPOWERMENT CLIENT TESTIMONY thank you FeedBack, we appreciate you as a research partner as you managed to find a solution to each and every one of the research problems with outstanding flexibility and innovation

20 Case studies (contd) … What was the challenge –Conducting a door to door census across more than households in Abu Dhabi What was the situation like –Challenging, as entire assignment needed to be completed in 45 days How did we demonstrate logistics capabilities –Organizing large interviewing teams –Rigorous operational and project monitoring plans –Active involvement of researchers in data gathering process 20 Mammoth team, mammoth execution … tight deadlines LOGISTICS

21 Case studies (contd) … What was the challenge –Helping the client in thorough assessment of a campaign just two weeks before actual launch What was the situation like –Testing, as planning, execution and analysis had to be completed in 2 weeks How did we demonstrate speed –Completing assignment in 2 weeks –Debriefing client after focus groups –Involvement of senior resources –Intelligently tweaking process to deliver reports 21 Short time … big monies at stake SPEED

22 Other success stories … Objective –Understanding purchase behaviour in the luxury car segment Target Audience –Members of elite and royalty and owning brands such as Aston Martin, Rolls Royce, Lamborghini FeedBacks contribution –Ensuring 30 interviews among most difficult to approach segments –Insightful understanding of consumers 22 Achieving the impossible

23 Other success stories (contd) … Objective –Exploring treatment patterns followed by cardiology experts in case of myocardial infections Target Audience –Cardiologists and interventional cardiologists FeedBacks contribution –Ensuring high quality focus groups with cardiologists and interventional cardiologists across private and government hospitals in UAE 23 Achieving the impossible

24 Other success stories (contd) … Objective –Understanding consumer reactions to an iphone based glucose measurement device while in use Target Audience –Type 1 and Type 2 diabetes patients FeedBacks contribution –Ensuring sample spread as intended –Ensuring adherence to the strict timelines, despite the nature of the activity (incidentally, some of our competitors failed in delivering the study) –On time and high quality delivery of diaries filled by consumers 24 Successful execution of a long and laborious process

25 FIELD AND ANALYSIS CAPABILITIES 25 Confidential

26 Field network … 26 Continuous Work Occasional Work Not Serviced As Of Now We have conducted more than 60,000 F2F interviews in these countries in the last year

27 UAE Supervisors:12 6 Supervisors: 5+ years Experience 6 Supervisors: years Experience Interviewers: : 1-3 years Experience 30 : 3-5 years Experience Recruiters: 10 Projects: 120+ F2F, CATI, Online, CLT, FGDs, IDIs UAE Field Force … 27

28 KSA Supervisors:15 10 Supervisors: 5+ years Experience 5 Supervisors: years Experience Interviewers: : 1-3 years Experience 50 : 3-5 years Experience Recruiters: 25 Projects: 150+ F2F, CATI, Online, CLT, FGDs, IDIs KSA Field Force … 28

29 Egypt Field Force … Egypt Supervisors: 10 7 Supervisors: 5+ years Experience 3 Supervisors: 1-3 years Experience Interviewers: 85 60: 1-3 years Experience 25: 3-5 years Experience Recruiters: 15 Projects: 100+ F2F, CATI, Online, CLT, FGDs, IDIs

30 Kuwait Field Force … Kuwait Supervisors: 6 4 Supervisors: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 45 20: 1-3 years Experience 25: 3-5 years Experience Recruiters: 12 Projects: 100+ F2F, CATI, Online, CLT, FGDs, IDIs

31 Other GCC Field Force … Qatar Supervisors: 4 2 Supervisors: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 33 20: 1-3 years Experience 13 : 3-5 years Experience Recruiters: 15 Projects: 50+ F2F, CATI, Online, CLT, FGDs, IDIs

32 Other GCC Field Force … Bahrain Supervisors: 3 3 Supervisors: 5+ years Experience Interviewers: 28 20: 1-3 years Experience 8 : 3-5 years Experience Recruiters: 15 Projects: 30+ F2F, CATI, Online, CLT, FGDs, IDIs Oman Supervisors: 4 1 Supervisor: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 21: 1-3 years Experience 4 : 3-5 years Experience Recruiters: 5 Projects: 20+ F2F, CATI, Online, CLT, FGDs, IDIs

33 Levant Field Force … Lebanon Supervisors: 5 3 Supervisors: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5: 3-5 years Experience Recruiters: 15 Projects: 50+ F2F, CATI, Online, CLT, FGDs, IDIs

34 Levant Field Force … Syria Supervisors: 5 3 Supervisors: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5: 3-5 years Experience Recruiters: 6 Projects: 20+ F2F, CATI, Online, CLT, FGDs, IDIs

35 Levant Field Force … Jordan Supervisors: 4 2 Supervisor: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5 : 3-5 years Experience Recruiters: 10 Projects: 30+ F2F, CATI, Online, CLT, FGDs, IDIs

36 Egypt Field Force … Egypt Supervisors: 10 7 Supervisors: 5+ years Experience 3 Supervisors: 1-3 years Experience Interviewers: 85 60: 1-3 years Experience 25: 3-5 years Experience Recruiters: 15 Projects: 100+ F2F, CATI, Online, CLT, FGDs, IDIs

37 North Africa Field Force … Algeria Supervisors: 4 2 Supervisor: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5 : 3-5 years Experience Recruiters: 4 Projects: 25+ F2F, CATI, Online, CLT, FGDs, IDIs Tunisia Supervisors: 4 2 Supervisors: 5+ years Experience 2 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5: 3-5 years Experience Recruiters: 5 Projects: 10+ F2F, CATI, Online, CLT, FGDs, IDIs

38 North Africa Field Force … Morocco Supervisors: 5 2 Supervisor: 5+ years Experience 3 Supervisors: 1-3 years Experience Interviewers: 25 20: 1-3 years Experience 5 : 3-5 years Experience Recruiters: 12 Projects: 25+ F2F, CATI, Online, CLT, FGDs, IDIs

39 CATI / CAPI Resources in UAE … 39 TEAM 20 Arabic interviewers (FT) 20 Arabic interviewers (PT) 5 English interviewers (FT) 20 English interviewers (PT) 4 project supervisors EQUIPMENT CAPACITY 16 work stations (Expandable to 25) 16 desktops/laptops More machines provided upon request. 6 Landlines with open level lines (Local & International), 5 mobile phones 20+ call recording machines. VOIP facilities GEOGRAPHICAL COVERAGE UAE Qatar Kuwait Bahrain Oman Syria Jordan Lebanon Yemen We have conducted interviews in the last year through CATI FT – Full Time PT – Part Time

40 CATI / CAPI Resources in UAE (contd) … 40

41 CATI / CAPI Resources in KSA … 41 TEAM 10 Arabic interviewers (FT) 15 Arabic interviewers (PT) 10 English interviewers (PT) 2 project supervisors EQUIPMENT CAPACITY 10 work stations (expandable to 20) 10 desktops/laptops More machines provided upon request. 5 Landlines with open level lines (Local & International), 5 mobile phones GEOGRAPHICAL COVERAGE KSA We have conducted interviews in the last year through CATI FT – Full Time PT – Part Time

42 CATI / CAPI Resources in KSA (contd) … 42

43 CATI / CAPI Resources in Egypt … 43 TEAM 12 Arabic interviewers (FT) 20 Arabic interviewers (PT) 5 French interviewers (PT)** 4 projects supervisors 2 senior supervisors EQUIPMENT CAPACITY 15 work stations 15 desktops/laptops More machines provided upon request. 10 Landlines with open level lines (Local & International), 20 mobile phones 100% call recording facilities VOIP facilities GEOGRAPHICAL COVERAGE Egypt Libya Sudan FT – Full Time PT – Part Time We have conducted interviews in the last year through CATI ** Algeria, Morocco and Tunisia only

44 CATI / CAPI Resources in Egypt (contd) … 44

45 Data Processing Team … 45 Team 1 Manager. 3 Programmers 2 Analyst 20+ Data Entry UNITED ARAB EMIRATES Skilled in using software packages such as Quantum, SPSS, SPSS Dimension, Win-CATI and Sawtooth.

46 Quality Control (Quantitative) … Independent QC team... Similar structure across KSA, UAE and Egypt –Pre Field Interviewers Training before initiating any study Mock calls / pilots conducted before fieldwork –During Field Field Supervision/Spot Checks/Field Accompaniments Call backs – 30% telephonic in GCC – performed by the independent QC team Back checks – 10% in other countries – performed by the independent QC team Each interviewer should not do more than 10% of the sample –Post Field Data Validation Logic Checks Random re-punch 46

47 Quality control (Qualitative) … Dedicated field resources for Qualitative Research –Dedicated field supervisor –Dedicated recruitment team Active and continuous involvement of the research team –Pre-screening through telephone calls and home visits, especially in case of high profile recruitments –Pre-screening at the venue as a double check before the focus group –In-house content analysis – by the research team themselves –In-house moderation … by the research team themselves results in an evolved and intelligent discussion. Also, ensures data integrity through better control of the process –Research team travels to the research location for every assignment thereby ensuring greater control and continuous enhancement in the data collection process and research instruments itself 47

48 Quality control (Qualitative) … –Our Arabic team analyses data from the transcripts. In addition, they listen to the audio files to get a first hand understanding of consumer mentions. –All the discussions are transcribed by our centralized transcription team in Egypt Expert involvement in the briefing process –Fida Saif, our managing partner is one of the most experienced qualitative researchers in the region. She has more than 20 years of experience in conducting qualitative research assignments in the GCC region. Given her proficiency in the region, subject and Arabic, she plays an active role in qualitative research projects: Ensuring through and extensive briefing for all the moderators in Arabic Checking Arabic translations Assisting in interpretation of data Observing / listening to groups and providing feedback to moderators 48

49 TRANSLATION AND TRANSCRIPTION 49

50 Translation and Transcription … Centralized facility in our office in Cairo –Arabic to English transcription facilities –Arabic to English and English to Arabic translation facilities Dedicated team of 13+ members (5+ transcribers and 8+ translators) –Each of the members in the team has a specialized degree / undertaken a certificate course in the area of specialization Also, team of freelance translators available on call … for taking care of periodic spurts in load Data goes through atleast two levels of checks before it is delivered to the research team 50

51 RESEARCH TEAM 51

52 Stuart Campbell Morris … One of the most recognized names in the industry and with more than 30 years of experience in the region Founding member of MERAC … which quickly became known as the industry leader for quality and maintained that position for many years Under Stuart, MERAC attracted and developed some of the best talent in our industry in the region ; the evidence of that was how many MERAC researchers went on to have successful careers with companies like Unilever and Coca Cola MERAC went through a change of ownership over the years before it was finally acquired by TNS. In all of these changes of ownership, in all of these big global groups, the Middle East company under Stuart's leadership was always known as one of the best managed, most successful, most innovative, in every group. In each of these groups Stuart was Regional CEO or Chairman, of what became a group in its own right of 8 companies, billing USD 80 million by 2008 and employing more than 700 fulltime staff. Stuart retired from TNS officially end 2009 and spent another year with TNS as a consultant before joining FeedBack in 2011 CHAIRMAN

53 Murli Mohan Rao … 53 Murli Mohan Rao currently heads the research unit for FeedBack Market Research in UAE He is a recent entrant to the GCC region … Murli however has more than 14 years of experience in conducting research for large global brands across North America, BRIC region and Asia Oceanic markets Murli has rich experience in Online Research as well and has conducted numerous assignments that involved the use of methods such as blogs, online groups, online meetings Murli Mohan Rao holds a Post Graduate Diploma in Business Administration and a Bachelors Degree in Electronics and Telecommunication Engineering His expertise lies is in engaging with clients at a strategic level, building client relationships, optimizing research spends, and in building strong teams of researchers. COUNTRY MANAGER

54 Fida Saif … 54 Fida is one of the seniormost resources in Qualitative Research in FeedBack She has stayed in UAE for more than three decades and therefore has good exposure to the region and its way of life Fida is an extremely skilled moderator and one of the most popular in the region. Also, with her fluency in English and Arabic, she has had the opportunity of moderating more than 1000 groups and an equal number of interviews across Middle East, Levant and a few countries in the North African region. She therefore brings a rich understanding of Arab world and Arab way of life to the table. Fida is also the founding director of FeedBack Market Research along with her husband Omar Sherif. Fida has a bachelors degree in business administration and Economics from UAE University MANAGING PARTNER

55 Syed Ahmer … 55 Ahmer heads the quantitative research practice for FeedBack in UAE He has more than 9 years of experience in conducting market research assignments for leading agencies in Pakistan and UAE. Specifically within the GCC and Levant regions, Ahmer has around 4 years of experience. He is therefore sensitized to the realities of this market Ahmer holds a Masters Degree in Statistics and Bachelors Degree in Science His expertise lies is in engaging with clients at a strategic level and providing research solutions based on a sound understanding of the discipline. HEAD, QUANTITATIVE

56 Kanchan Guwalani … 56 Kanchan is a senior member of the Qualitative Research team at FeedBack Market Research She has spent more than 30 years in UAE and therefore brings a rich understanding of the GCC market to the table. Kanchan specializes in execution of qualitative research projects. In addition, she is a skilled moderator and has moderated over 700 focus group discussions and interviews. Kanchan has a bachelors degree in psychology RESEARCH MANAGER, QUALITATIVE

57 Nahnu laha 57


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