Experts from Kuwait, UAE,
Egypt, Saudi Arabia, Qatar, Lebanon, Pakistan, Iraq and Iran discuss
regional research
Creating Value – From
Insight To Foresight
ESOMAR’s BEST OF MENAP 2014
March 11 - 12, 2014
Constellation
Ballroom, The Address Dubai Marina, Dubai, UAE
Dubai UAE, March 2014: The
international research community has been urged to focus its
considerable data analysis expertise and systems on leveraging the
‘Big Data’ growth and innovation opportunities. The call has come
from Finn Raben, Director General, ESOMAR – an organisation which
encourages, advances and elevates market research worldwide.
“The “explosion” of data now
available from both online and offline resources, has heightened the
need for a more focussed, market-oriented (and occasionally,
market-specific) approach.
“In fact, for the first time ESOMAR’s
Global Market Research 2013 study reported Africa and the Middle East
markets as distinct regions. This is due to the availability of more
detailed and accurate information to marketers,” Raben
observed.
Last year’s reports estimate that Pakistan boasted growth in
research turnover of nearly 20 percent fuelled by new research
entrants, while the African research market enjoyed substantial
growth of 11.8 percent and the region is now 50 percent larger than
the Middle East.
In comparison the GCC’s slow but steady markets reported a 7.1 per
cent net growth in research turnover, with ESOMAR tipping the region
as poised for growth driven by foreign investors, young population
and government financing.
Experts
from Kuwait, UAE, Egypt, Saudi Arabia, Qatar, Lebanon, Pakistan, Iraq
and Iran gathered to speak to more than 180 delegates at the two day
ESOMAR’s Best of MENAP 2014 conference currently underway at The
Address, Dubai Marina Hotel.
The
conference, organised
by ESOMAR
Live,
is now in its third consecutive and this year’s theme - Creating
Value – From Insight To Foresight – sees an overriding focus on
regional
market
research, insights,
opportunities and challenges.
Echoing Raben’s sentiments,
Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom
market research organisation, said, “The region’s market research
sector is at last finding itself in demand as marketers are driven to
find out what consumers really want.
“We need to ensure we use this data to understand
local nuances, attributes and regional consumer preferences,” added
Hamilton-Clark.
Local,
regional and international market
research, advertising and marketing
experts will discuss the role that big data plays and also look at
how to approach research in the region.
The
event also features a workshop presented by David Smith, DVL Smith,
UK on how marketing research has evolved and the new,
‘consultative’ skills that marketers need to ensure the
information is used effectively in organisational decision-making.
Founded
in 1948, ESOMAR aims to promote the value of market and opinion
research in effective decision-making. Through its codes and
guidelines, ESOMAR promotes the highest ethical and professional
standards for researchers around the world.
