Don’t jump into a new business venture without doing Market Research, because you think you don’t have the budget or are afraid of a negative feedback. Would you drive into the dunes with your eyes bound up? No? Then don’t embrace anything majorly new or different that requires a market response, without doing your Market Research first. Particularly in a country like the UAE that has its own unique consumer dynamics.
Get a professional Market Research done every time when you are:
🔶 Planning to launch a new product/service in the UAE
You may think this product or service will save mankind, but find out, firsthand, whether mankind thinks so as well, before you sink your hard-earned dirham. Get the professionals to do primary market research for you. Surveys, groups and sampling of your target audience will show up the strengths and weaknesses of your project. At the same time, read up extensively and approach your industry gurus and associations to get your secondary research done.
🔶 Planning to introduce a concept in the UAE that has worked elsewhere
Every market is different. Cliché but true. What works somewhere else may not work someplace else. This is particularly true of the UAE – a genuine multi-race, multi-nationality environment that expects the best of service and product. Two products that failed to make a dent here, from opposite parts of the world: a legendary English fish & chip chain and an iconic Indian herbal product range. Both giants in their own countries, but unpopular here – although Brits and Indians make up a sizeable part of the expat population.
🔶 Wanting to find out how your team is performing
You have a great brand selling out there, but you want to know how your front-liners – the staff at a restaurant or store, for example – are performing. Do they know enough? Are they following the right service etiquette? Are they projecting your brand the way you want it projected? Mystery Shopping tells you exactly what your staff are doing and how they are doing it. Professional Mystery Shoppers are observant, meticulous, detailed – and they will be your eyes and ears in the market. Telling you, warts and all, how your brand is doing in the big, bad world. So that you can reward – or correct – at the right time and keep your brand at the top.
Process-driven marketing expert headlining field force management, loyalty solutions and all btl branding across MENA
As a marketing professional based out of never-sleeping Dubai for the last 23 years, I know what makes a brand memorable – and it’s not just advertising or discounts. We believe in custom-made below-the-line actions and solutions and we work with top MNCs and regional giants across MENA, engaging with our clients in programmes and processes that are industry-specific, technology-adaptive and just ahead of the curve.
Across our companies, our teams are quick, smart, up-to-date and qualified. That’s why we can think different and act special, ensuring RoI for our clients across our portfolio of services and cities.
We are lucky to be based out of Dubai. Standing in the cross-roads of East and West, this futuristic city is perfect for those who work and those who believe. We do both.
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