Researchers
Ready To Tackle Regional Marketing Challenges
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 upcoming Dubai-based ESOMAR market research conference will
see fresh graduates sharing the results of a global survey that cites Market
Research as a good career choice for the region’s young professionals. The
event, now in its third year, takes place from March 11-12 at The Address,
Dubai Marina to showcase the role of marketing research under the tagline ‘Creating
Value – From Insight To Foresight’.
According to Steve
Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research
organisation and a member of the conference advisory board, ESOMAR
supported a group of young researchers to conduct a global study among their
peer group.
“The task was to assess the
attractiveness of market research as a career choice,” he said. “The young
researchers surveyed 1,800 recent graduates located in nine countries.”
Meanwhile, Finn
Raben, ESOMAR Director General, noted that the Gulf region has shown 7.1 per
cent net growth in research turnover in the last year.
“Market
Research is in demand and there is a great opportunity to celebrate research
and showcase the impact it can have across the board, including on the
potential employment opportunities for the region’s young talent entering the
job market.”
He also noted that ESOMAR
provides the platform for market research, advertising and marketing
professionals to share regional business and market research issues,
gather new insights, as well take advantage of the networking
opportunities at the conference organised by ESOMAR
Live.
The event, which is expected
to attract more than 150 delegates from across the region, will spotlight the
challenges and opportunities of conducting research in the MENAP (Middle East,
North Africa, Pakistan and Iraq) market while throwing a spotlight on the Arab
digital generation. It will also take an in-depth look at the strong impact of
digital advertising and discuss what happens to the consumer at the point of
purchase, or decision making.
Presentations
are scheduled from industry experts including Stan Sthanunathan, Senior Vice
President, Consumer & Market Insights at Unilever UK who will deliver the
keynote address, be followed by expert panel discussions and presentations from
Yahoo!, TNS, Vodafone, Ipsos, Unilever, Nielsen, Booz & Co, Millward Brown
and ALJ Toyota.
The event also features a
workshop presented by UK’s David Smith of DVL Smith on the new,
consultative skills that marketers need to possess to ensure that the new and
evolved information now possible from research 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.
