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Advertising & Marketing

Global Market Research Company “haystack” Expands Operations In Middle East

Winner of ESOMAR Effectiveness Award 2014

haystack, a leading global market and consumer research company, is proud to announce the expansion of its operations and team in the Middle East and North Africa region. The expansion comes as a realization for the huge potential in the MENA region where the company has achieved over 500% growth rate over the past two years.

Drawing on more than 40 years of experience across Europe offering innovative, expert-driven and behavioral approaches, haystack is currently working to attract both local and international MENA-based clients seeking its state of the art research tools. The company’s offer is primarily based on behavioral measures for product development and shopper research as well as biometrics (neuroscience) for communication and media testing.

“We realize and see a lot of strong business potential in the market and consumer research industry in the region and we are confident that our unique services and experience will benefit both marketing professionals and consumers alike, commented Fatima El-Khatib, Regional Manager, Asia, Middle East & Africa, haystack.

“With reality-driven and science-based sensory & marketing research, haystack operates to reveal what consumers really want. The company turns insights into tangible recommendations to help clients create superior products and brands, and unique shopping experiences,” added El-Khatib.

haystack is also proud winner of the 2014 Research Effectiveness Award for Innovative Approach granted by ESOMAR, the essential organization for encouraging, advancing and elevating market research worldwide. haystack’s submission Car Clinics 3.0 was rewarded by ESOMAR as the industry’s best in demonstrating the tangible impact of market research.

The award for the research done in collaboration with Toyota aiming at innovating traditionally used research. Using this approach, Toyota will be able to profit from the suggested research design described in the research paper to avoid making “design mistakes” early in the process of car development at least five years before launching a car.

haystack offers it services to a diverse range of industries ranging from FMCG to Media and B2B such as insurance companies and banks. The company’s client base in the region includes some of the biggest local, regional and multinational brands including Kellogg’s, P&G, Unilever, Rani Refreshment, Lamb Weston, Ahram Beverages, MBC Group, Dubai Media Inc (DMI), Omnicom Media Group, Simon & Kutcher Consultancy, AXA, amongst others.

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