UAE. Maintaining the trust of customers is integral to sustained success, especially in a highly competitive marketplace, according to Finn Raben, Director General of ESOMAR, the world association for market, social and opinion researchers.
“As world economies experience a season of unprecedented change, businesses must stop and listen to what their customers are saying. Listening is key if organisations want to be equipped to make better decisions and reduce risks.”
Raben is set to engage timely conversation among the region’s market research, advertising and marketing sector at the upcoming ‘Best of Dubai 2012: Return On Insight’ conference (on June 19 2012).
Organised by ESOMAR Live, regional and international experts are poised to take the stage in Dubai at the free-to-industry seminar to share research, trends and ideas in this swiftly changing market.
Raben, the chairman of the half-day event, explained that the event will feature keynotes followed by expert panel discussions. He will be joined by Bhaven Sheth and Nitin Sood from Kraft Foods, Chirag Buch and Prachi Dixit from TNS Middle East, and Nokia’s D Shivakumar.
“The intensive morning session will hone in on the expectations of clients in the region, as well as provide insights from the market research industry on how research can help companies succeed in achieving ROI, or Return on Insight, as we call it,” he shared.
Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation, said that the Middle East is a particularly interesting market as traditional structure and social norms are changing, especially among 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.
“The real skill and value of market research lies in the effective analysis and interpretation of data to build information and knowledge that can be used to predict, future events, actions or behaviours.
“Events like this provide a platform for professionals to meet, collaborate and develop industry standards to ensure effective communications is in place,” Raben concluded.
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.
Photo: ESOMAR’s Director General Finn Raben
About Best of Dubai 2012
This free half-day event offers an excellent opportunity for you to meet and to network with some of the most influential names in the industry.
To confirm your place, please register here.
ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.
Since 1948 ESOMAR’s aim has been to promote the value of market and opinion research in effective decision-making.
ESOMAR facilitates an on-going dialogue with its 4,900 members, in over 130 countries, through the promotion of a comprehensive programme of industry specific and thematic conferences, publications and best practice guidelines. ESOMAR also provides ethical guidance and actively promotes self-regulation in partnership with a number of associations across the globe.
For more information, please voisit www.esomar.org