Intelligent Research SolutionsCredentials Presentation

Our StoryIn 2010 a team of experienced and passionate Marketing researchers and marketers decided to push the limit to reshape the highlights of the research industry in the region by establishing a pioneering Local consultancy and research company with International standards.Led by Samar Abdelaal, this team took the initiative to leverage its extensive global and multinational exposure along with its profound immersion within the local market to Intelligent Research Solutions resonating with clients need to optimize their business decisions. IRS naissance is the beginning of the story, and with every success, every milestone a new chapter is formulated…

Company Profile IRS Marketing Research, is a qualitative marketing research boutique, providing actionable and meaningful marketing research services to clients..

IRS team builds on providing its clients with a close working relationship, “hands on” approach, and customized solutions.

We are distinguished by our extensive expertise, Local and regional know how, diversity of disciplines, innovative spark, good relations with clients, talented passionate employees and enthusiastic spirit.

Our Vision

To be globally recognized as an authentic leader of the industry with boundless approach and reach; setting

benchmarks for the best practices with its infinite talent, experience and expertise.

IRS…LIVING RESEARCH

IntuitiveWhy Intelligent?

Innovative Visionary Deep TimelyInfluentialEmpathetic SmartEfficient Analytical

Our Values

Quality, Time & Cost

Efficiencywe enthusiastically

wake up every morning looking forward to this

‘Zest’ feeling that we get when we do

our job

Passion

Our own finger prints mark everything we

do

Originality

Consistently committed to deliver value in

every single task we do.

Accountability

We customize research

approaches to provide innovative

consultancy

Innovation

Open to various cultures&

mindsets, open to novelties, open to

life

Openness

Each project is a new born for us. We take pride in every step of the process till

we deliver the final piece

Ownership

We constantly push our minds’ limits to

see beyond the givens

Thinking

WE STAND TRUE TO OUR VALUES

Integrity

“We Walk the Talk”

IRS caters to clients with interests in both the consumer and business sectors on a local, regional, and international basis.

IRS qualitative team is fully immersed into the local culture with a profound understanding of its multi-facets and different textures. And a multidisciplinary background grounded in Sociology, anthropology, and economics,

IRS qualitative offering is equipped with a well structured and highly qualified field force which caters to all qualitative research methodologies and designs

Our Offering

Focused customized solutions and premium services with a competitive pricing approach.

Shopper Insights

Our Areas Of ExpertiseEthnographic Studies

Product Concept testing

Bottom of the Pyramid Studies

Lifestyle Understanding and Segmentation

Concept labs

Pharmaceutical Research

Insight Generation workshops

MethodologiesFGDs MGDs In-depth interviews- -paired-triadsConflict groups Deliberative groupsIn home visits

Diaries placementSafaris

Ethno photography/EthnographyMystery shopping-Mystery seller Shop-along

Isle intercept-Exit interviewsCar clinicEthnography and video diariesBlog discussions and analysisFuture Shaper discussions and panel developmentOnline Ethnography

Recruitment Field set up & logistics Moderation Simultaneous translation Transcription& Tabulation Quality assurance procedures Geographic coverage

Qualitative Fieldwork

Respondents profile: High end consumers:

Specialized/dedicated forces to recruit A+ /A respondents

Low end consumers: B-C-D-E.

Consumer panelsPsychographic recruitment

Early adopters Trend setters Motivational/attitudinal segments

Experts: Embassies, Commercial Attachés Chambers of Commerce NGOs Government Officials

Recruitment

Field set up&

Logistics

Dedicated IT support team Viewing facilities/one way mirror Large Screen TV, DVD & AUDIO in each room. DVD & Audio recording of your sessions. Digital Audio recording available on request Easily accessed Wide variety of client catering options On line viewing facilities Dubbing facilities

Venues Separate FGDs rooms with relaxed and proper atmosphere

that suite different needs, one to one interviews, focus group discussion, SEC’s and consumer profiles.

Logistics Flexible and varied plans for accommodations for outside Egypt clients Car reservations Airport pick ups

Moderation

Qualified team of moderators with diversity in:

Education Languages Genders Ages Research years of experience and backgrounds Diversity of industry /market sectors and qualitative methodologies

Simultaneous Translation

English

French

A qualified academic team of translators for different languages:

Transcriptions& Tabulation

Transcriptions according to specific and clear rules and procedures in different languages:

Arabic English French

Note taking following a template format in different languages Dedicated team for gridding and tabulation Well structured gridding templates.

Quality Assurance Procedures Qualified team of project managers ensuring optimum quality and meeting dead lines. Qualified team of supervisors reporting to project managers. Robust Screeners. Telephone call back checks. Face to face back check upon respondent arrival. Exclusive and updated data base across ages, genders, life styles, etc. Ensuring geographic representation of participants. Over recruitment. Personality test to ensure recruiting articulate respondents.

Geographic CoverageEgypt (rural and urban):

Upper EgyptSinaiDeltaSuez Canal

Africa:AlgeriaMoroccoLibyaSudanSouth AfricaSouth Africa

Levant:SyriaJordanLebanon

GCC

Management & Research Team

Samar AbdelaalManaging Director

Work Experience• A total number of 11 years of experience in the field of marketing research handling

research in Middle East, Africa.• Handled diversified management roles and responsibilities across different Multinational

marketing research agencies GFK, NFO, TNS& Synovate. • Handled marketing research studies across Middle East and Africa (UAE, Saudi, Qatar,

Yemen, Syria, Lebanon, Tunisia, Egypt, Morocco, Libya, Algeria, Sudan, Uganda, and Ghana).

• Provided consultancy and business recommendations to key global, regional and Local accounts; Unilever, Nestle, Coca-Cola, Americana, Cadbury’s, Kraft, Citibank, BAT, Egypt Air,

• Al Futtaim, Juhayna, Sanofe Aventis, GSK, Novartis.• Samar Abdelaal’s Specialties:• Specialized in FMCG, Healthcare, Technology, Real Estate, and Aviation. • Specialized in ethnographic studies / Motivational Segmentation /Trends- spotting/ Brand

Equity/ Communication development / / Concepts recycling/ Loyalty & Satisfaction/ Shopper studies

• Applied innovative qualitative techniques and methodologies; Observational techniques, Mystery selling, Ideation, Consumer Safaris, Ethno-photography.

• Education• Bachelor Degree in Journalism and Mass communication American University in Cairo • Master’s Degree in Anthropology and Sociology American University in Cairo • Certified Dale Carnegie Trainer • Trainings:

• NeedScope• Qualitative train the trainer • Ideation training • Diagnostic consulting

Key& strategic projects portfolio Unilever• Consumers’ Motivational Segmentation study 2002• Insight activation for Low Income Consumers 2003• Triggers & Barriers for Deos: Egypt 2003 • Archetypal tea development 2006• Skin care sensorial exploration 2007 • Insight activation for Deos 2008• Skin care communication development workshop Egypt , Kenya 2008 • Shopper motivational segmentation study 2009 Nestle• Bottom of the Pyramid dairy concept evaluation: Yemen , Syria, Saudi 2007• Beverages motivation segmentation: GCC 2006• Bottom of the Pyramid culinary concepts evaluation: Egypt, Sudan, Ethiopia

2009• Dairy concept generation workshop: Egypt 2009 • Shopper understanding: Egypt 2009 • Bottom of the Pyramid Understanding Culinary, Beverages, Dairy: Egypt

2009CocaCola• Youths profiling and segmentation study Egypt 2008• Communication concept ideation workshop 2008 • New communication Campaign evaluation 2009 • Understanding teens in Egypt 2009 • Celebrity evaluation study Egypt 2009Aviation• Travelers motivational segmentation for aviation corporations: East Africa,

West Africa, Egypt 2009• Communication Concept development and evaluation: Egypt 2009 Healthcare • The New Billion Customers segmentation study, Egypt 2009 • New vaccine Launch concept evaluation, Egypt 2009

Asmaa El ZawahryOperations Manager

Work Experience6 years of experience in the field of project management and operations where I handled senior and

management roles in a diversity of multinational and local agencies; Nielsen, TNS, Logic Research International.

Managed an array of strategic projects across Middle East and North Africa Region for key clients namely: Etisalat, Unilever, Nestle, Coca cola, Cadbury,Nokia,BAT,Mater food,Kraft,Ericsson,GM,Amricana,City bank ,Pepsi,Vodafone,HP,Google, Eva,B-tech.National bank of Egypt, Cook door, Coldwell banker

Specialties:FMCGs, Banking, Telecommunication, Automotive, Technology, Health Care, Skin Care, Image Research,

Real Estate …..Etc Logic Research International:  Operations manager :Handled qualitative and quantitative field operations for the local and regional projects Developed a full fledged quall/quant field force of 20 subordinates.Managed Research International Multicounty projects across the Middle East and North

Africa. Implementation of a recruitment quality control system with immediate effectQualify field offices in UAE, KSA, Libya, Algeria, and Morocco.Developed a training program for research and field team.Build an exclusive network of AB+ recruiters who are able to recruit A+ consumer.

Education• Human Resources Certificate. American University in Cairo (AUC)• Bachelor of Political Sciences. Faculty of Economics& Political science Cairo

University

Professional experience & significant achievements

TNS Qualitative Senior Field manager  • Built a full- fledged national field force across of 30 members (part-time & full-time) capable of handling the most

sophisticated qualitative research methodologies. • Managed an exponential business volume delivering on quality and service excellence• Built a system of discipline, process and methodologies to mobilize the operations and ensure monitoring the

performance inside the department.• Built a network of A+ class, B2B and high-profile hard-to-recruit respondents to serve the client’s demands • Delivered exceptional client servicing in terms of handling clients’ complaints & responding to them, reporting field

progress & briefing them about recruitment process & techniques.• Successfully handled the fieldwork of all pharmaceutical business, both qualitatively & quantitatively.• Conduced training sessions for research department on the know-how of the qualitative fieldwork. • Conducted a learning program for the field people.• Responsible for writing the operations proposals and quotations for both internal and external clients.• Handled Multi-country projects management across the Middle east and North Africa •  • Managed a diversity of qualitative methodologies; Affinity groups, Conflict groups, Diaries, safaris, future viewers,

ethno photographic research, creative labs, Mystery shopping, shop along, in home visits...etc • Re-vamped TNS qualitative fieldwork in the Local market.Achieved “Employee of the Year” award 2007-2008

Nielsen •Established and managed a Specialized network in recruiting A &A+ profiles , which is amongst the most difficult tasks.•Won “Art Award of achievement” (2005) for the consistency of recruiting A class as required and” Team award”2004.•Built and Managed a team of English and Arabic free lance transcribers.•Specialized and Fully In charge, along with a team of 4 persons, of the recruitment of the whole business of Vodafone Egypt . Including B2B,FGDs,IDIs,Mystery shopper and recruiting from list.

Farida ChaaraouiSenior Research Executive

Work Experience• Experience: 2.5 years• Moderated a large number of FGD and in-depth interviews as well as other

ethnographical approaches like home visits, shopping safaris and mystery shopping techniques in the local market (Cairo, Delta, Alexandria and upper Egypt) and the international market (Algeria, UAE).

Research Specialties: Ethnographic studies, Motivational segmentation studies, concepts

development, communication concept recycling, insight generation and product development studies

• Handled numerous projects mainly in lyfestyle understanding and FMCG sector covering different categories:

• Culinary, Botteled water, Beverages, Botteled water, Dairy, Creamer, Ice cream, Chocolate, Skin care, Deodorants

key accounts • Unilever Regional, Unilever Mashreq, Nestlé Egypt, and Cadbury

Education• Holds a bachelor degree in Management; The French University in Cairo

and Université de Nantes, France• Master 1, Gestion et systemes d’information, Universite’ de Nantes

Key& strategic projects portfolio

Unilever

• Insight activation for Deos 2008• Skin care communication development workshop Egypt , Kenya

2008 • Shopper motivational segmentation study 2009

Nestle

• Bottled water market exploration : Algeria 2008• Dairy concept generation workshop: Egypt 2009 • Shopper understanding: Egypt 2009 • Bottom of the Pyramid Understanding Culinary, Beverages,

Dairy: Egypt 2009

Mohamed Nabil HayekResearch Executive

Education• Holds a bachelor degree in Computer and Systems Engineering, Ain

Shams University

Work Experience• Experience: 4 years+• Freelanced as a research assistant in affiliation with many International

Universities and Research Organizations in the USA; Washington University, George Washington University, UCLA, West Chester University; and Denmark; Danish Institute of International Studies, University of Copenhagen.

• Specialized in Ethnographic Studies, Social and Civil Society Research, Semi-structured In-Depth Interviews and Participant Observation

• Conducted and moderated a large number of ethnographies and in-depth interviews in several regions across Egypt “Upper Egypt, Delta, Cairo and Alexandria” covering numerous civil society establishments such as: Sawiris Foundation, Vodafone Foundation, Egyptian Food Bank, Resala, Orman, EFG-Hermes Foundation

IRS… LIVING RESEARCH