Experts Discuss 'Norms' Of New Tracking & Thinking Methodologies

Creating Value - From Insight To Foresight

ESOMAR's BEST OF MENAP 2014 March 11 - 12, 2014 Constellation Ballroom, The Address Dubai Marina, Dubai, UAE www.esomar.org/boe-menap-2014

Dubai UAE, 09 March 2014: The on-going mismatch between what consumers say versus what they do highlights an urgent need for renewed integrated research methodologies and innovative data analytics, according to TNS MENA, the world's largest custom market research organisation.

"Using simple but predictive research survey methods, that connects with what consumers actually do can help marketers develop accurate and realistic brand building and brand activation propositions," said Steve Hamilton-Clark, CEO, TNS MENA. 

TNS MENA's syndicated benchmark study - Brand Health Tracking Norms - is unique to the region and reflects on actual consumer decision-making with regards to Middle Eastern brands. The benchmark is based on over 300,000 consumer conversations spanning more than 120 brands, including 45-plus FMCG, durable and financial categories across the GCC region.

Over 150 regional marketers will be presented with this new thinking and its related tracking methodologies at the upcoming 'Getting More with Less through Shorter and More Predictive Surveys' session at the ESOMAR Best of MENAP 2014 conference being held on March 12, 2014.

 "This study underlines the key challenge marketers' face, that while brands are capturing more customer and industry data than ever before, marketers report common problems in accessing and leveraging it in the most meaningful ways," added Hamilton-Clark.

"Customer insights are at crossroads, as we need to know what our marketing customers expect from us, why markets fail to treat respondents as humans when it comes to decision making, and how people make choices in markets that are more dynamic!"

However Hamilton-Clark said, these challenges are not stopping marketers from increasing their spend on customer engagement. In fact, the TNS Norms program reveals that market surveys must be precise, smarter, engaging, relevant & predictive to achieve the right data, in order to make right decisions.

"Keeping these principles in mind, as well as being mindful of survey length, improves data quality and results in effective decision-making before reaching any market segments."

"The Middle East has always been a commercial powerhouse in global terms, and moreover demand from its market research community to be an 'insight powerhouse' gives the region an opportunity to effectively contribute by building intelligent, adaptive surveys that save time and predict responses," Hamilton-Clark concluded.

-Ends-

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About ESOMAR BEST OF - MENAP 2014
This two-day event offers an excellent opportunity for you to meet and to network with some of the most influential names in the research, advertising and marketing industry.

For more information visit www.esomar.org/boe-menap-2014. To confirm your place, please register at www.esomar.org/events-and-awards/events/local-activities/esomar-best-of/best-of-menap-2014/209_best-of-menap-2014.form.php

About ESOMAR
ESOMAR is the essential organization for encouraging, advancing and elevating market research worldwide. With more than 4,900 members from over 130 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.

To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive program of industry-specific and thematic conferences, publications and communications as well as actively advocating self-regulation and the worldwide code of practice. For more information on ESOMAR, please visit www.esomar.org.

About TNS MENA
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world's consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.

TNS is part of Kantar, one of the world's largest insight, information and consultancy groups.

Today TNS MENA is one of the largest full-service agencies 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, Automotive, Technology, Finance and Media. Every year TNS MENA conducts over 900,000 quantitative interviews and 3,500 qualitative conversations.

TNS MENA pioneered consumer understanding programs in the region with studies such as TNS Arab As Consumer (ARAC), TNS Digital Life and TNS Mobile Life. The TNS Arab As Consumer program is a syndicated offer, first started in 1987.  TNS has now completed TNS Iraqi As Consumer (IRAC), TNS Corporate Reputation Program (UAE & Saudi Arabia) and TNS Market SENSUS, a large scale demographic study in the UAE and Saudi Arabia.

Please visit www.tnsglobal.com for more information.

© Press Release 2014