PARC Profile

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Pan Arab Research CenterPan Arab Research Center

Your research partner


Introduction

Full service research agency

Founded in 1976

500 Full-time Staff

Presence in all Arabian and Levant Markets

Provider of Media & Monitoring Data in the region

Specializes in Consumer & Diagnostic Research


Professional affiliations

PARC key staff are members of ESOMAR and adhere to the code of ICC/ESOMAR in all methods and practices adopted in the research work.

PARC formed a joint venture with BMRB - Kantar Media in 2001, UK for conducting the TGI research as applied in 57 countries.

Member of WIN – a group bringing together the largest independent polling firms in the world conducting opinion polls surveys across the world.


PARC’s STRATEGY

Methodology Depending on the objectives of the survey and the target

group,PARC will use the following methodologies :

Face-to-face interviews with respondents at home (general public) or at offices (for executives).

Telephone interviewing using the state of the art Computer Assisted Telephone Interviewing System –CATI

On-Line web based self administered interviewing or assisted through CAWI

Focus Groups consisting of (6-8) participants per session selected according to required target group specifications.

Mystery Shopping visits for observational studies


Face to Face Methodology

INTERVIEWER RECRUITMENT, SCREENING AND

BRIEFING

All interviewers on field research at PARC are registered and fully documented in FMS – Fieldwork Management System (personal details ,full address at home /work place, work history and performance…)

The system maintains a full history of interviewer’s work and compliance with professional code of practice.

All interviewers have completed High School & many have University education in business, commerce, marketing, social sciences etc.


INTERVIEWER TRAINING

A survey manual is prepared for every study to explain each question , relevant answer codes and routing.

This manual is given to all interviewers and explained thoroughly during the survey briefing sessions.

Most briefing sessions are recorded and checked to ensure consistency of briefing across all areas and all interviewers teams

A pilot is conducted before the start of fieldwork of each study and all interviewers participate with two successful interviews each.

Interviewers and Supervisors are certified prior

to initiation of fieldwork

Face to Face Methodology


We employ the quantitative research techniques to gather the information that is quickly comprehensible, directly interpretable and factually presentable.

The specialized quantitative analysis e.g. MDS Brand Mapping, Price Sensitivity, Cluster Analysis, Market Segmentation, Factor Analysis and SWOT analyses are done based on client’s requirements.

Our Services: Adhoc research (Quantitative)


Sample Design: Multi-Stage, Random Probability, Stratified Sampling Fraction : Constant Household Selection : Random, Controlled Member Selection Within Household : Random, Controlled

Sampling Statistics : Sampling Path and Response Rates Carefully Documented

Survey Implementation:

Questionnaire preparation Survey Manual Pre-Test

Quantitative Research Methods

Interviewers Briefings Mock-up Review Accompaniment

Re-interviewing Field Teams


Stratified Sample Design

A Five stage Sampling system is used: A region is divided into Administrative Units / Sectors

defined by the Municipalities.

Each Administrative Unit is further subdivided into Clusters / Communities.

A Cluster is defined as a compact agglomeration within a determined large polygon of roads / streets.


Sample Design

Kuwait 6 Govenorates

1 32 6

Administrative Units

1 (Each Governorate is broken down into)

Block

Individual Households

…………………..

A Cluster consists of a certain number of Blocks. A Block is defined as a small tract of land outlined by streets or roads and contains houses, buildings etc. which are separated by strips of land.

The household is the Sample Unit, selected at fixed intervals, along a random path drawn inside the Blocks. A fixed number of interviews are conducted within each sample block.

Cluster


Pan Arab Research CenterQualitative Department


Human behaviour can be observed through visible facts,… a stream of rational factual information, stated justifications, open-lying emotions… But, that is just the tip of the iceberg.

Human behaviour is steered by deeper-lying emotions , needs and motivations…that is the rest of the iceberg.

Reached through special techniques derived from psychology (projective techniques, allegories…)

Behaviour

Needs and motivations that guide behaviour (the portion below the water line- The human conscious and subconscious).

In PARC’s qualitative approach to market research, besides exploring the rational-factual behaviors a lot of attention is paid to diagnostic research on what lies behind this behavior. This will generate an understanding of the essence of their perceptions and experiences that people may not always be conscious of.

Research Philosophy


QUALITATIVE RESEARCH APPROACH

Sample Selection

While composing the sample for qualitative diagnostic research, the main objective is to be representative in behavior and those characteristics that are relevant for the specific research

Arab femaleAged 15-24 years

Arab femaleAged 15-24 years

Watches an Arabic daily Serial on … Channel A

Watches an Arabic daily serial on … Channel B


Both are Arab nationals, belong to the same gender and are in the same age group. But they have different preferences.

In other words, socio demographics alone cannot explain consumer behavior.

Then why do consumers behave differently? What guides their choice?

For example

Arab NationalAged 30 –39MaleSocial Class A-B

Arab NationalAged 30 –39MaleSocial Class A-B

Customer of company A

Customer of company B

To detect and understand the indulging ‘why’ of consumer behavior we need to understand his motivations. It is this inner lying motivation which in turn guides his behavior.

Understanding consumer motivations calls for psychodynamic motivational research.


Psychodynamic Motivational Research

Psycho-dynamic Motivational Research

looks at the consumer not only as a set

of demographic data, but as an

individual, a ‘global human being’ with

conscious and subconscious motives to

reach a certain state of satisfaction.

Psycho-dynamic Motivational Research

takes into account that socio-

demographics are not sufficient to

explain behavior.


A number of techniques derived from psychology are used :

Psycho-Dynamic introspective techniques Diagnostic Motivational techniques

Main goal is to obtain deeper insight into cognitive, affective and motivational aspects of the respondents' behavior. As such, rationalization and socially desirable answers can be avoided; the verbalization of emotional aspects and less conscious and subconscious motives can be stimulated.

Examples of techniques used are: projection, photo-sort, personification techniques, collage techniques, etc. we would like to emphasize the fact that the use of these techniques is likely to lead to the collection of clear and fruitful conclusions.

Techniques of Qualitative Research


ADHOC RESEARCH


The scope of Ad-hoc studies is very diversified and covers the following:

Usage and Attitudes Studies, General Consumer Studies (FMCG, Banks, Telecom, Retail Stores)

Mystery Shopping, Customer Satisfaction Studies, (Banks, Courier Companies, Quick Service Restaurants, Airlines, Government Departments)

Brand Positioning, Brand Equity Studies (FMCG, Banks, Telecom, Media, Real Estate, Computers, Office Automation)

Corporate Image Studies (Banks, FMCG)

Employee Attitudes, Morale and Staff Satisfaction Studies (Service Sector companies)

Ad-hoc research


Continued…

Price Perception Tests (Telecommunication Companies, Pay TV, Food, Quick Service Restaurants)

Advertising and Package Communication (FMCG, Laundry and Cleaning Products, Engine Lubes, Beverages, Confectionery)

Advertising, Consumption and Brand Image Tracking Studies (FMCG, Banks, Automotive)

Shoppers profile through Intercept and Exit Studies (Hypermarkets, Malls, Retail/Departmental Stores, Quick Service Restaurants)

Products Usage and Taste Tests (Juices, Cheese, Confectionery, Pizza, Burgers, Chicken Products)

Ad-hoc research


Usage and attitudes studies (U&A) measure the level of usage and perceived image of product and brand.

U&A’s give understanding of category and brand specific usage and purchase behaviors, by determining exactly which products are bought by who, for whom, how often, in which variants, for which occasions and why.

Usage & Attitude research


A typical usage and attitude study includes the following components:

1. Attitudes towards the Product category2. Product Knowledge / Awareness 3. Image perceptions of Product

attributes4. Consumption and Attitudes towards

Brands5. Product Consumption6. Purchase Behavior7. Brand Image Perceptions8. Socio-Economic and Psycho-graphic

Profile of Target Consumers

Usage & Attitude research


Customer SatisfactionAchieving Customer Delight

40 years back……Dr. W. Edward Deming in his book "Out of the Crisis" said :“It will not suffice to have customers who are merely satisfied. An unhappy customer will switch. Unfortunately a satisfied customer may also switch, on the assumption that he could not lose much, and might gain.


Monitoring Satisfaction To Ensure Retention


Mystery Shopping

Mystery Shopping is a tool used to evaluate customer service, operations, employee integrity, and product quality. It aims to clearly establish where you are, where you want to be, and how mystery shopping can help get you there.

PARC has developed Mystic, a comprehensive web-based solution for data handling and reporting Mystery Shopping Research findings via the internet.


Mystic: Mystery Shopping Analysis System

Mystic, a very advanced software system for data handling and reporting Mystery Shopping Research findings. It is a comprehensive multi-function system that offers the following modules:

Mystic Events: this starts from data capture of shopper’s records and processes the relevant statistics to post them to clients through a web solution. Clients receive alerts, read scored records, together with accompanying PARC’s Analyst’s comments, option to append own comments and forward same to relevant channel Manager to take action on the issues of concern and may return his action standards.


Mystic Events is offered in two modules:

Events Web is the web solution networking all parties: PARC, the project co-ordinator, and branch management

Events Server is the resident system for archival of scored records and review of problems and compilation of historical records

Mystic Analyzer: is the system to analyze the statistical data from numerical scores and to drill down within the different service attributes at all levels of interest to client. A range of statistical measures and functions are hosted.

Mystic: Mystery Shopping Analysis System


Objectives:Main purpose is to evaluate the effect of marketing activities on the brand’s equity, evolution from the consumers point of view on a continuous basis.

Measurements are projected against the:

- Socio-Economic Background - Lifestyle and Psychographic Factors

Equitrack is instrumental in developing, diagnosing and maintaining brand positioning, and enhancing Brand Health

EQUITRACK


Delivers a set of statistical measurements which determine and influence Brand Equity:

Level of Awareness Advertising Awareness Message Recall Consumer’s Attitudes Basic Consumption Patterns Consumer’s Perceptions Brand Health Indicators Brand positioning vs. competitors

EQUITRACK


Integrating Panel Data + Brand Health Indicators + Several Information Sources

EQUITRACK: Brand Health Indicators

Tracking Research Advertising Monitoring Media Research Analysis Simulation Other Sources


Continuous tracking data on main brand health indicators

Awareness, affinity, usage, purchase, retention and future purchase intent

Advertising awareness, Visual elements and message retention Image perceptions

External Continuous Data GRP’s (Gross Rating Points) SOV (Share of Voice) SOE (Share of Expenditure) Sales Data etc. Consumer Purchase Data (Consumer Panel)

EQUITRACK: Brand Health Indicators


SYNDICATED RESEARCH


Syndicated research

Syndicated Quantitative Studies

Affluent women lifestyles, luxury goods and Media

National Readership Survey TV TRACK Top executives lifestyles,

Business Services and Media Passenger cars and lubricants Mobile phones Air travel and tourism Health care


Concise Questions… Precise Answers

Shared vehicle: face-to-face interviews are conducted with representative sample.

Clients can include their questions in the Omnibus study and get desired results without going for full scale research

The client’s limited information requirements can be met in a cost effective way.

Omnibus


Quick Questions… Quick Answers

Interviewing technique is tele-interviews with the help of CATI (Computer Assisted Telephone Interviewing)

Fast turnaround time: data can be obtained soon after the interviewing is complete since it is directly entered in the computer while interviewing.

It’s the best suited method when the client has limited information requirement and no visual aid is required while interviewing.

Telebus


CAPS: regional advertising research service which offers a statistical benchmark measurement and diagnostic of TV commercials for the Gulf, Saudi Arabia and the Levant.

TV commercials are evaluated after showing them to the respondents to capture the spontaneous reactions, obtain measures of overall performance and ratings on several attributes.

CAPS (Clinic for Advertising Performance System)

Let the target audience diagnose your ads


How our readers/ viewers understand us

Our several syndicated studies related to TV, press and outdoor media help clients to come out with strategic solutions to improve their products and effective media plans. Our syndicated studies related to media include:

Television Audience Measurement Readership Surveys Circulation Audit Content Analysis Reading & Noting Self Completion

Media Research


Multimedia Coverage through Multi-sectioned survey

Press report Television report Radio report Study of travel patterns Cinema attendance

patterns

The Database is hosted into SEAS© is the industry's

leading Media Analysis and Planning Software model

Qrystar© analysis and planning software, offering unique and most incisive analytical insights into the Television data.

Media Research


PARC is Middle East’s most trusted monitoring service for broadcast TV, radio, print, cinema and outdoor media. We offer the most comprehensive and in-depth coverage in the 13 media markets covering GCC, Pan Arab media, the Pan ArAsian media and Levant media.

Media Monitoring


Weblog© is an Anytime-Anywhere solution, which provides a correlated view of all advertising activities from a single interface.

It works non-obtrusively in the background and lets you know when there's something new to report.

The notification process can either be a pop-up on your PC screen, an email or a SMS on your mobile.

Media Monitoring: Weblog©


Story© is a comprehensive creative works analysis system comprising of advertising copy viewer, browser and analysis applications for the windows environment.

Story allows efficient search, browse through and analysis of Ad-clippings for Television & Print.

The ads can be procured on CDROM with a host of intelligent features and capabilities that are well appreciated by creatives and planners in the agency.

Media Monitoring: Story©


Spiral© is a system used for quantitative analysis of advertising spend data, fitted with an impressive assortment of features that offer extreme versatility and analysis power to agency planners and analysts.

Spiral is also an excellent downstream system that adapts very well to all tasks required by different staff members levels at the Agency:

Data can travel deep across the agency network and analyses are quickly and easily setup and effortlessly repeated on regular basis.

Spiral has self-generating capabilities: from a user-defined template for a successful carefully designed product report, the system can generate similar reports for any other product selected by the user.

Media Monitoring: Spiral©


Freestyle’s data structure and enhanced viewing capabilities


SEAS© is a specialized application software that can handle a large variety of audience databases of audio visual and print media exposure Behavior and performs comprehensive media Planning & schedule Optimization and Post-Evaluation analysis needs.

SEAS offers:- Combination Analysis- Audience Flow Analysis- Optimization and Auto-scheduling- Multi-market Analysis- Time Series Database Analysis- Batch Processing for Monthly Tracking

and a lot more including smart housekeeping functions to facilitate the

media planning work.

Media Monitoring: SEAS©


In today's competitive market, you need to keep up-to-date with your competitors' new strategies, new product / services launches and latest activity.

We believe that you, the busy executives, officers of multinational companies, as well as senior managers, have lack of time at your disposal to go through the escalating media coverage on subjects pertaining to your interests.

You need to stay ahead of your competition, but with such a vast coverage of media in the world and time constraints; it seems like an uphill task.

Media Monitoring: Newslog©


Newslog is the solution! Newslog provides you with a simple and effective solution. We

deliver the news and information you need to read. Our media monitoring service is perfect for any company that

needs to track the latest information and commentary. Or a corporate that needs timely market intelligence on its competitors, industry or products.

Media Monitoring: Newslog©


Target Group Index Single Source Marketing & Media Research


N. IrelandRep of Ireland Poland

Norway

Sweden

GB

FranceGermany

Spain ItalyGreece

Bulgaria Romania Hungary

SlovakiaSlovenia

Czech RepSerbia

Russia

Turkey

UkraineCroatiaUSA

Mexico

Canada

Colombia

ChileArgentina

Venezuela

BrazilPeru

Puerto Rico

Ecuador

China

India

JapanKazakhstan

Indonesia

Malaysia

ThailandHong Kong

Taiwan

Singapore

Philippines

Australia

New Zealand

Iran

Kenya

Nigeria

Saudi Arabia

South Africa

UAE

Uganda

Tanzania

LebanonKuwait

Continuous fieldwork

Representative samples

Same consistent approach across all

countries

Robust sample sizes: 10,000 –

70,000 per country

At least annual releases

Comparability between countries

Global TGI Coverage


SyriaSyria

OmanOman

BahrainBahrainKuwait

United Arab Emirates

Lebanon

Saudi Arabia

Egypt QatarQatar

JordanJordan

Existing Market SampleSaudi Arabia 7000

UAE 5000

Kuwait 5000

Egypt 4000

Lebanon 4000

New Markets SampleSyria 3000

Jordan 3150

Bahrain 2000

Qatar 1500s


PRODUCT FIELDS(> 400)

BRANDS(> 4,000)

MEDIA:PRINT MEDIA

TVRADIO

OUTDOORCINEMA

INTERNETDEMOGRAPHICSATTITUDES AND ATTITUDES AND

LIFESTYLESLIFESTYLES(>300)(>300)

TIME DIARYTIME DIARY


Food Drinks Sweets & Snacks

Dairy Products

Baby Products

Household Appliances

Cosmetics for Men & Women

Holidays & Travel

Covers Products & Brands


Shopping Cars

BanksComputer / Internet Books

Pharmaceuticals & Toiletries

TobaccoProducts

Covers Products & Brands


Breadth of coverage Over 400 product categories More than 5000 brands

Media ConsumptionPress: Readership of about 200 magazines and

newspapers Sections and topics of interest

Television: Viewing of Free to air and Pay TV

Radio: National, regional & local radio listening Programmes listened to

OutdoorInternetCinema

Psychographics:

Attitudes: based on almost 250 attitude

statements measured on a 5 point agreement scale

attitudes and opinions regarding self, family, health, media, advertising, shopping, finance, holidays & travel, leisure activities, food & drink, etc.

Uniqueness of TGI


How do you access the internet? Which service

providers do you use?

What do you use it for?

• Making a purchase online (e.g. for groceries, books, cds, etc)

• Visiting sites devoted to (e.g. news, property, etc)

• Other activities (e.g. online banking, listening to live radio, etc)

How often do you access the

Web?

Which of these sites have you visited?

Do you ever use the

internet?

InterneInternett

In the last month how many hours have you spent

online?

TGI.NETTGI.NET


Enhanced internet data - TGI Net

TGI Net informs media and marketing strategy by enabling a truly in-depth understanding of consumer internet behaviour across Top 3 GCC Markets: Saudi Arabia, UAE and Kuwait.

It is intended to be used by a range of agencies, media and brand owners, including portals, ISPs, and e-tailers.

TGI Net enables:

• - Enhanced understanding of internet users

• - Identification of significant online changes • and trends

• - Analysis of targets in terms of specific sites visited

• - Refined understanding of sub-group • affinity with online media

• - Analysis of online purchase intentions and • purchases made

Launched in 2009, with new data released twice a year, TGI Net combines the full 3-market integrated TGI database with Internet Monitor’s detailed information on internet behaviour and attitudes.

TGI Net is an additional dataset which is only available to clients who also subscribe to the TGI Master Survey.


We look forward to working with you under We look forward to working with you under the same principles of congruence that we the same principles of congruence that we

have presented.have presented.

We promise Commitment, we deliver We promise Commitment, we deliver innovation & accuracyinnovation & accuracy…

Thank You

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