market research market research exploring partnership opportunities 1
TRANSCRIPT
Market Research
Exploring Partnership Opportunities
1
Table of contents …
2
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
5
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
9
Positioning
We are independent
10
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
Vision
Integrity above all else
12
Process
Our Competitive Edge lies in
Cultural AppreciationLogisticsSpeedValue for MoneyLow Overhead
13
CASE STUDIES AND SUCCESS STORIES
14
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
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
16
‘Encouraging participation’
TRANSPARENCY
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
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
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 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’
Case studies (contd) …
• 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
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 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
22
‘Achieving the impossible’
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
23
‘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
24
‘Successful execution of a long and laborious process’
25Confidential
FIELD AND ANALYSIS CAPABILITIES
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
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 …
27
KSA
Supervisors:1510 Supervisors: 5+ years Experience5 Supervisors: 1 - 3 years ExperienceInterviewers: 250200: 1-3 years Experience 50 : 3-5 years Experience
Recruiters: 25
Projects: 150+ F2F, CATI, Online, CLT, FGDs, IDIs
KSA Field Force …
28
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
Projects: 100+ F2F, CATI, Online, CLT, FGDs, IDIs
Kuwait Field Force …
Kuwait
Supervisors: 64 Supervisors: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 4520: 1-3 years Experience25: 3-5 years Experience
Recruiters: 12
Projects: 100+ F2F, CATI, Online, CLT, FGDs, IDIs
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
Projects: 50+ F2F, CATI, Online, CLT, FGDs, IDIs
Other GCC Field Force …
Bahrain
Supervisors: 33 Supervisors: 5+ years ExperienceInterviewers: 2820: 1-3 years Experience 8 : 3-5 years Experience
Recruiters: 15
Projects: 30+ F2F, CATI, Online, CLT, FGDs, IDIs
Oman
Supervisors: 41 Supervisor: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2521: 1-3 years Experience 4 : 3-5 years Experience
Recruiters: 5
Projects: 20+ F2F, CATI, Online, CLT, FGDs, IDIs
Levant Field Force …
Lebanon
Supervisors: 53 Supervisors: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience5: 3-5 years Experience
Recruiters: 15
Projects: 50+ F2F, CATI, Online, CLT, FGDs, IDIs
Levant Field Force …
Syria
Supervisors: 53 Supervisors: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience5: 3-5 years Experience
Recruiters: 6
Projects: 20+ F2F, CATI, Online, CLT, FGDs, IDIs
Levant Field Force …
Jordan
Supervisors: 42 Supervisor: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience 5 : 3-5 years Experience
Recruiters: 10
Projects: 30+ F2F, CATI, Online, CLT, FGDs, IDIs
North Africa Field Force …
Algeria
Supervisors: 42 Supervisor: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience 5 : 3-5 years Experience
Recruiters: 4
Projects: 25+ F2F, CATI, Online, CLT, FGDs, IDIs
Tunisia
Supervisors: 42 Supervisors: 5+ years Experience2 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience5: 3-5 years Experience
Recruiters: 5
Projects: 10+ F2F, CATI, Online, CLT, FGDs, IDIs
North Africa Field Force …
Morocco
Supervisors: 52 Supervisor: 5+ years Experience3 Supervisors: 1-3 years ExperienceInterviewers: 2520: 1-3 years Experience 5 : 3-5 years Experience
Recruiters: 12
Projects: 25+ F2F, CATI, Online, CLT, FGDs, IDIs
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 20000 interviews in the last year through CATI
FT – Full TimePT – Part Time
CATI / CAPI Resources in UAE (contd)
…
40
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 10000 interviews in the last year through CATI
FT – Full TimePT – Part Time
CATI / CAPI Resources in KSA (contd)
…
42
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.
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
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
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
TRANSLATION AND TRANSCRIPTION
49
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
RESEARCH TEAM
51
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 …
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 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 …
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
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
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
Nahnu laha
57