Insights to women's needs in the Middle East
Source: BI-ME , Author: Posted by BI-ME staff
Posted: Tue May 22, 2012 12:19 pm

UAE. Dubai-based fire starter Carol Talbot is set to energise timely conversation among the region’s business sector at this month’s sixth upcoming ‘Gulf Marketing Review Marketing to Women’ conference on May 28 2012.

Organised by the Mediaquest’s Gulf Marketing Review (GMR), regional and international experts from both the private and public sectors are poised to take the stage in Dubai to share studies, research, trends, ideas and changes in terms of marketing to women.

Talbot advised that the Middle East is rich in opportunities, much of which is yet to be realised, appreciated and put to good use. “Understanding female consumers is fast becoming an essential to effective, sustainable marketing communications.

“As world economies experience a season of unprecedented transition the time is nigh for the many brave marketers looking for change to fast learn to look in new places for new answers to business and growth,” she said.

Talbot will chair the one day event, now in its sixth year.

Meanwhile Alexandre Hawari, Co-CEO of Mediaquest Corp, explained that the Conference is set to focus on expert panel discussions and key note speeches which each session ending with audience interaction.

“The intensive day will delve deeper into the changes in socio-economics, the impact of digital media in reshaping women’s personal agendas and brand relationships.”

Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation, acknowledged that traditional structure and social norms are changing, with shifts seen in the young female population.

“Global figures suggest that women account for consumer spending worth US$ 20 trillion and a recent study of the female consumer has revealed that women are indeed becoming a major retail influencer in the region.”

He cited the Arab as a Consumer (ARAC) study carried out by TNS in Saudi Arabia, recently. The research among female consumers in the Kingdom revealed the emergence of new trends and behaviours. The key to social change for young women is the huge increase in educational opportunities, an increasingly relaxed press censorship and the empowerment of women.

“Indeed, findings show that while women currently represent 40 per cent of the global workforce, this figure falls to just 20 per cent in the Middle. In the UAE, women now make up as much as 65 per cent of college enrolments and graduation. This is set to increase as active participation by women in learning, development and the workplace continues and thus positively spurs economic growth,” Hamilton-Clark added.

Dubai-based Westin Mina Seyahi Beach Resort & Marina is set to play host to the delegates from diverse business sectors. This year’s event is focused on advancing and unearthing fresh insights, new attitudes and behaviour of what women residing Middle East really want and need from brands.

“Events like this provide a platform for professionals to meet, collaborate and develop industry standards to ensure effective communications is in place,” Talbot concluded.

Carol will join Stuart Campbell-Morris (TNS), Vidya Rayappa (TNS), Marian Salzman (Author of Next: Trends for the near Future), Tina Chikhani (Unilever MENA), Amira Rashad (Yahoo! Maktoob MENA), Ahmad Yahya (Fonterra Brands MENA & CIS), Christina Loannidis (Aquitude), Eva Strich (Philips Healthcare ME), Jakob Sveen (Johnson & Johnson ME), Tammy Jalboukh (Johnson & Johnson ME), Preethi Mariappan (TBWA/RAAD) and Melanie Clancy (TBWA/RAAD). 

Picture Caption: Carol Talbot

About Carol Talbot

Fire starter, Carol Talbot is an inspiration in the inspiration business.  She is sought-after by organisations and individuals seeking a learning consultant, thought-partner, and keynote speaker ‘with a difference’. 

It is her uncanny, compelling ability to bring the edginess of systems such as NLP, and the fiery energy of Fire Walking to resonate with the ‘coal face’ of business and life that truly sets Carol alight, and apart, from others in the arena.

Indeed, for more than two decades, she has stepped out to help fire out creativity and greatness within individuals and teams worldwide, by engaging them with her wise words and compelling delivery; one-on-one or to an audience of 1000s, when Carol speaks, people listen.

And, now they can read Carol too, as she recently added Author to her bow. Indeed, Carol’s first book, “Hitting the Wall…..and breaking through!” landed on the online bookshelves.


TNS operates across a vast network of over 80 countries and is one of the leading global custom marketing research organisations. TNS MENA was established in 1980 to cater to the growing markets of the Middle East.

Today TNS MENA is one of the largest full-service marketing research agency in the MENA region, with 140+ research consultants delivering accurate business insight and counsel to its 200 plus clients. In the MENA region TNS focuses on creating valuable market research in leading sectors including FMCG, Technology, Finance, Media, Healthcare, Automotive. Every year TNS MENA conducts over 900,000 quantitative interviews and 3,500 qualitative conversations.

TNS MENA has pioneered Consumer understanding studies in regional markets with studies such as Arab as a Consumer (ARAC), Brands, Islam and the New Muslim Consumer (led by Ogilvy), Digital Life and Mobile Life.

The Arab as a Consumer study is a syndicated study organised by TNS MENA since 1987. Apart from ARAC, TNS has also conducted Shabab Tek, a youth study that offers unique insights into the GCC youth markets. TNS is now conducting Iraqi As A Consumer 2012 (IRAC), Corporate Reputation Program (UAE and KSA) and MarketSensus (large scale demographic study) in KSA and UAE.

About Gulf Marketing Review

Gulf Marketing Review (GMR) is the authoritative read and reliable information source for those doing business in the Arabian Gulf. Spanning news, analysis and robust research on a broad range of market sectors and issues, GMR not only meets but often anticipates the marketing industry's requirements from business intelligence, trends and comments. Senior managers, decision-makers and marketing professionals read GMR to broaden their understanding of, and deepen their connection to, Gulf-based businesses – regional or global – and their consumers.

With a more than a decade of experience in providing business-critical information in print and online and, through its established series of conferences and seminars, GMR is now a prominent and respected Gulf brand in its own right. Through its incisive, compelling editorial GMR offers a strong platform and conducive environment through which to reach a key audience of High Net Value businesses and decision makers.

In addition to the monthly magazine, the GMR brand has grown to include a news-led website, conferences, specialist supplements, and annual marketing effectiveness awards.



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