In the MENA region, businesses realize the impact of the digital space on their consumers' behavior. However, a few companies are prepared to act on this realization because the majority don't know how to capture behavior and how to react to it. Traditional research tools are great, but come with limitations. Maybe it is time to go hybrid and include the digital factor. Can we combine marketing research and technology in the Middle East?
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Marketers are under increasing pressure to measure marketing spending effectiveness. Marketing research provides important quantitative and qualitative tools to allow companies to track sales, market share, customer satisfaction, etc. However, it seems companies are slow to adopting best practices in this area. This survey by McKinsey Global highlights how many companies are still not using the various tools available to them…
It is great to use case studies for inspiration as the author Rohit Bhargava says in this post, but we should not let the unavailability of case studies in our field or region deter us from doing something new or different that other businesses will read case studies about in the future.
Dodge creatively uses a focus group setting to counter-describe its Dodge Caliber. This smart and funny ad also provides a great example of how focus group results should be interpreted within the company's intended objectives and image. It's anything but cute!