market research market research exploring partnership opportunities 1

Market Research

Exploring Partnership Opportunities

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http://www.bbg.gov/

http://www.bbg.gov/

http://www.bbg.gov/

Table of contents …

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Contents Slide

Introduction to FeedBack 3

Corporate positioning 4

Case studies and success stories 14

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

INSIGHT INTO OUR CORPORATE POSITIONING

4

is more than a name

It is our corporate culture

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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

Core Competency …

• As an agency FeedBack’s 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

Next Step …

With FeedBack Plus we offer a 4th FeedBack

– a PoV on the interpretation of the data and the action that interpretation supports

8

Philosophy …

The strapline for FeedBack is

لها (Nahnu Laha).نحن

Which captures our CORE VALUES of

HonestyTransparencyDeterminationTime & Cost ConsciousEmpowering

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Positioning

We are independent

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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

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Vision

Integrity above all else

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Process

Our Competitive Edge lies in

Cultural AppreciationLogisticsSpeedValue for MoneyLow Overhead

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CASE STUDIES AND SUCCESS STORIES

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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

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‘Honesty always’

INTEGRITY

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 1st round vis-

à-vis existing data at client’s 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

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‘Encouraging participation’

TRANSPARENCY


• 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


• 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

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‘Client needs above all else’

TIME AND COST CONSCIOUSNESS


• 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 schedule19

‘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’


• What was the challenge– Conducting a door to door census

across more than 11000 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 process20

‘Mammoth team, mammoth execution … tight deadlines ’

LOGISTICS


• 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 reports21

‘Short time … big monies at stake’

SPEED

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

• FeedBack’s contribution– Ensuring 30 interviews among

‘most difficult to approach’ segments

– Insightful understanding of consumers

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‘Achieving the impossible’

http://www.lincah.com/

Other success stories (contd) …

• Objective – Exploring treatment patterns followed

by cardiology experts in case of myocardial infections

• Target Audience– Cardiologists and interventional

cardiologists

• FeedBack’s contribution– Ensuring high quality focus groups with

cardiologists and interventional cardiologists across private and government hospitals in UAE

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‘Achieving the impossible’

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

• FeedBack’s 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

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‘Successful execution of a long and laborious process’

25Confidential

FIELD AND ANALYSIS CAPABILITIES

Field network …

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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

UAE

Supervisors:126 Supervisors: 5+ years Experience6 Supervisors: 1 - 3 years ExperienceInterviewers: 200170: 1-3 years Experience 30 : 3-5 years Experience

Recruiters: 10

Projects: 120+ F2F, CATI, Online, CLT, FGDs, IDIs

UAE Field Force …

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KSA

Supervisors:1510 Supervisors: 5+ years Experience5 Supervisors: 1 - 3 years ExperienceInterviewers: 250200: 1-3 years Experience 50 : 3-5 years Experience

Recruiters: 25


KSA Field Force …

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Egypt Field Force …

Egypt

Supervisors: 107 Supervisors: 5+ years Experience3 Supervisors: 1-3 years ExperienceInterviewers: 8560: 1-3 years Experience25: 3-5 years Experience

Recruiters: 15


Kuwait Field Force …

Kuwait


Recruiters: 12


Other GCC Field Force …

Qatar

Supervisors: 42 Supervisors: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 3320: 1-3 years Experience 13 : 3-5 years Experience

Recruiters: 15


Other GCC Field Force …

Bahrain

Supervisors: 33 Supervisors: 5+ years ExperienceInterviewers: 2820: 1-3 years Experience 8 : 3-5 years Experience

Recruiters: 15


Oman

Supervisors: 41 Supervisor: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2521: 1-3 years Experience 4 : 3-5 years Experience

Recruiters: 5


Levant Field Force …

Lebanon


Recruiters: 15



Syria


Recruiters: 6



Jordan


Recruiters: 10


North Africa Field Force …

Algeria


Recruiters: 4


Tunisia


Recruiters: 5


North Africa Field Force …

Morocco


Recruiters: 12


CATI / CAPI Resources in UAE …

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• 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 20000 interviews in the last year through CATI

FT – Full TimePT – Part Time

CATI / CAPI Resources in UAE (contd)

…

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CATI / CAPI Resources in KSA …

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• 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 10000 interviews in the last year through CATI

FT – Full TimePT – Part Time

CATI / CAPI Resources in KSA (contd)

…

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Data Processing Team …

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• 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.

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

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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

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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

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TRANSLATION AND TRANSCRIPTION

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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

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RESEARCH TEAM

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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

Murli Mohan Rao …

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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 Bachelor’s 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

Fida Saif …

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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

Syed Ahmer …

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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

Kanchan Guwalani …

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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

Nahnu laha

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market research market research exploring partnership opportunities 1

Documents

integrity slide

innovation slide

cost consciousness slide

odds determination slide

success stories14 slide

client feedback

case studies contd

challenge client