7 Next Decade Research Trends Revealed
Creating Value – From Insight To Foresight
ESOMAR’s BEST OF MENAP 2014
March 11 - 12, 2014
Constellation Ballroom, The Address Dubai Marina, Dubai, UAE
The economic, social and political changes across the Middle East, North Africa and Pakistan (MENAP) and their unique marketing challenges will be in the spotlight at the upcoming ESOMAR conference, according to Finn Raben, Director General of ESOMAR – an organization which encourages, advances and elevates market research worldwide.
Raben was speaking ahead of next month’s Dubai gathering of market research professionals, dubbed ESOMAR’s Best of MENAP 2014 conference set for March 11-12, which will discuss the role of market research in driving business, delivering insights, and capturing trends within the region.
Stan Sthanunathan, Senior Vice President - Consumer & Market Insights, Unilever, UK will deliver the keynote address on the mainstream trends that could shape the Insights Industry in the next decade.
“W hile we don't have a crystal ball to predict the future, we can somewhat define our path by following the consumer, digital and research trends that are shaping our business each day. We have identified seven key trends that look to effect the coming decade and will provide useful information for determining the impact of insights for research and beyond,” he said.
Sthanunathan will explore trends including ‘Go Mobile or lose out’, ‘Big is not always beautiful’, ‘Go Social or Lose Relevance’, ‘Integrate or you will disintegrate’, ‘Telling impactful stories is mission critical’, ‘Asking questions and getting answers will be history’, and ‘Biometrics: The new mainstream’.
“These trends will not only define what the future holds, but also how your business will need to be structured to ensure you maintain a competitive edge,” added Sthanunathan.
Echoing his sentiments, Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation, said, “The region’s market research sector is at last finding itself in demand as marketers are driven to find out what the consumer really wants.”
Under the tagline, Creating Value – From Insight To Foresight , the conference is expected to attract more than 150 delegates from across the region embracing the Middle East, North Africa and Pakistan.
Regional and international market research, advertising and marketing experts will take the stage at the two-day conference organised by ESOMAR Live, to share regional business and market research issues, as well as learning and networking opportunities.
The event also features a workshop presented by David Smith, DVL Smith, UK on how marketing research has evolved and the n ew, ‘consultative’ skills that marketers need to possess to ensure that this information is used effectively in organisational decision-making.
Raben explained that “Returning to Dubai for the third consecutive year and hosting the ‘Best of’ conference allows professionals to collaborate and benefit from advanced thinking and idea sharing that is present in the research industry today.”
“The Middle East has always been a commercial powerhouse in global terms and we see a demand from its market research community to be an ‘insight powerhouse’ and are thrilled to participate in this role and to contribute towards the positive development of the region.”
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.
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