Spotlight On MENAP’s Post-Arab Spring Insights From Consumer Perspective
ESOMAR’s
BEST OF MENAP 2013
Navigating
Change For Growth Conference
March 4 - 5, 2013
Godolphin
Ballroom, Jumeirah Emirates Towers, Dubai, UAE
Finn Raben, Director General of ESOMAR |
Dubai UAE, February
2013: The region’s market research sector
is at last finding itself in demand as marketers strive to discover what the consumer
really, really wants in the post-Arab Spring era, according to Steve
Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research
organisation.
Hamilton-Clark said
that the global market research sector is currently worth a whopping USD 33.5
billion with the Middle East and Africa, considered the smallest region
globally, accounting for USD 600 million.
Speaking
ahead of next month’s Dubai gathering of market research professionals, dubbed
the ESOMAR BEST OF MENAP (Middle East, North Africa and Pakistan) 2013
conference, Hamilton-Clark said that the sector’s time has come citing the rise
in research spend especially in the MENAP region of USD 293 million.
Under the tagline
‘Navigating Change for Growth,’ the two day meet is expected to attract more
than 150 delegates from across the Middle East, North Africa and Pakistan.
Echoing his sentiments,
Finn Raben, Director General of ESOMAR, the world association for market,
social and opinion researchers, said: “Market research brings the real story of
people into the boardroom and public decision making; helping leaders in
business and public life understand the consumer.”
Steve Hamilton Clark-CEO of TNS MENA |
Regional and
international market research, advertising and marketing
experts will take the stage at the conference, organised by ESOMAR Live, to
share regional business and market research issues, as well as learning
and networking opportunities.
Eric Salama, Chairman and CEO of
Kantar Group, will deliver the keynote address to be followed by expert panel
discussions and presentations from guest speakers Lucy Davison of Keen as
Mustard Marketing, UK and Jon Puleston, Vice President Innovation, GMI,
UK.
“This year’s event
also sees a dedicated session on ‘Communication Insights’, to enable marketers
to create effective analysis and interpretations of data,”
said Raben.
The event will throw a
spotlight on trends and challenges of post Arab
Spring communication in markets such as Egypt and Tunisia, and a session on
Health Consciousness Levels – from a consumer perspective. Experts will ‘Decode
the Real Taste of Arabia’ to understand local nuances, attributes, preferences
and in depth segmentation of the Arab consumer.
Raben explained
that “Returning to Dubai for the second consecutive year and hosting the ‘Best
of’ conference allows for professionals to collaborate and benefit from
advanced thinking and idea sharing that is present in today’s research
industry.
“The Middle East
has always been a commercial powerhouse in global terms and we see a demand
from the market research community to be a regional ‘insight powerhouse’ and
are thrilled to participate in this role and contribute towards the region’s
positive development.”
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.
For full programme please visit http://www.esomar.org/uploads/public/events-and-awards/events/2013/local-activities/ESOMAR-Best-Of-MENAP-2013_programme.pdf
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