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We believe that the power of data is only found
when transformed into relevant & actionable
KNOWLEDGE
with NO BOUNDARIES of processes or
standardizations, but rather focusing on the final
outcome and its value
PHI Knowledge
PHI is a Market Research agency that providesMarket research solutions through the Integrationof Healthcare and non-healthcare sectors.
Where we have our
In-house field
Where PHI partners
are located
In this journey we shifted
centrality from tools to
individuals who master
tools
Coverage
PHI Knowledge is where the healthcare and non-
healthcare sectors meet to set new roles for the game
HI...
KNOW THE PHIERS
PHI MR TEAM
The Research Team The Operation TeamPHI Team:
• 11 researchers
• 120+ highly trained F2F interviewers
• 75+ highly trained CATI agents
• 15+ highly trained interviewers (high profile)
• 15+ highly trained shoppers
• 15+ highly trained supervisors
• 8 Experienced Moderators both genders,
different ages with multiple backgrounds
PHI KNOWLEDGE CEO.
MENAP REGION
Ahmed Gamal (JIMMY)
Ahmed Gamal is an experienced marketing research & information based consultancy expert, with over 15 years of work experience across
various industry vertical and MENAP markets, he has worked for CIB, Nielsen and PHI knowledge over the past 15 Yrs, he participated in
several transformation projects in both private sector, semi-government and government organizations in various industries across various
markets in MENAP.
Currently leading PHI knowledge as the company CEO, PHI is an Egyptian joint stock company that got established in 2015 with a vision to
introduce a differentiated offering in the field of information based consultancy. PHI operates in two main domains namely marketing
research and advanced analytics & reporting automation under which PHI provides its clients with insights to help them optimize all elements
of their marketing mix and become as close as they can be with the consumers. in addition, PHI extends service via strategic alliances in
fields of learning and development, Geo marketing & social media listening. PHI has more than 120+ active clients across various continents
and has successfully delivered more than 400 projects since its launch.
credentials
MBA , Edinburgh business school, Herriot Watt university, united kingdom
Executive black belt holder
BBA, University Of new Brunswick, Canada
Mentor for various VCs operating in Egypt, in which I provide support to startups
Lecturer of consumer behavior at the American university in Cairo
Former Director Nielsen, Head of Consumer Insights Egypt, North Africa & Levant
T: +2 01006106270
“I bring it all together”
Research Team
PHI ANALYTICS CEO.
MENAP REGION
Ahmed Ibrahim(Hamada)
Ahmed Ibrahim is an experienced customer insights & business intelligence consultancy expert, with over 15 years of work experience in
telecom industry managing different roles on the Customer/Data Insights , leading the business intelligence team with an experience in a
complex multi business environment , Managing Consumer Insights and research department include establishing and leading a systematic
approach to monitoring trends in the industry that will inform strategic decisions and enable the Company to create a sustainable,
competitive advantage. Heading Customer Value Management and Pricing teams defying the Base Management Strategy and cross-
functional alignment. Maximize the commercial value of the customer base retention, loyalty, cross and up-sell and base value migration
management.
credentials
Bachelor's Degree in Engineering , Cairo University
Former Senior Manager Vodafone Egypt
T: +2 01005073772
“I Create Insights”
Research Team
RESEARCH BUSINESS UNIT HEAD
MENAP REGIONT: +2 01023302633
Mohamed Raed (Ra2ed)
Mohamed Raed is the research business unit head at PHI healthcare where he devoted the last 8 years in the healthcare industry, he has
finished his bachelor degree in pharmacy from Ainshams university in 2011 and holding a masters degree in business from the Arab
academy for science technology and maritime transport in 2015.
Mohamed Raed has diversified experience in the healthcare industry and marketing research being employed by Novartis, IQVIA, GfK,
Accsight and Kantar health.
His scope of work involve project management and execution of a variety of projects types starting by market research, Real word Evidence
(RWE) as well as Economic evaluation being certified from Ashford University and the higher learning commission (USA) in Health Economics
and outcome research
Mohamed Raed is an expert in many therapeutic areas such as (Immunology, Oncology, diabetes, Hypertension, Heart failure, Thalassemia,
hemophilia and Multiple sclerosis) having implemented more than 60 different research studies in the past 3 years.
credentials
• MBA , Arab Academy for Science Technology and Maritime transport
• Diploma in Marketing, American University in Cairo
• Certificate in Health Economics form Ashford University USA.
• BBA, in Pharmacy form Ainshams University
“I help uncover the gaps”
Ra2ed has a solid experience in conducting Market research
studies for the following pharmaceutical companies
Research Team
HEAD OF QUANT.
QUANTITATIVE UNIT
Sylvana Youssef
A technical expert and a statistically adept professional, she
led consumer insights CPG business for years. A master of
pricing and segmentation. She has been in the industry for
more than 7 years.
credentials
Graduated from Faculty of
economics and political science
in 2011 - Major Statistics
T: +2 01285313166
Research Team
HEAD OF QUAL.
QUALITATIVE UNIT
Marwa Farid
A computer science graduate with a passion for dissecting and
understanding people. Qualitative guru with over 18 years of
connecting and truly digging deeper to understand needs of people,
whether they’re clients or consumers.
T: +2 01111135660
Bachelor's Degree computer
science graduate
“I read between the lines”“I tailor research solutions”
Zeina Lotfy
Graduated in 2010 with a bachelor degree of Arts from the American University in Cairo, Zeina started her 9 years experience in the
Research industry as a quantitative executive in Telecom at Nielsen Egypt working with main market players in the Industry.
Her role evolved into Syndication Manager across Egypt & LEVANT region handling wide range of topics and clients then, working on studies
that provided market understanding to many clients and several target groups.
Currently, her scope of work involve client consulting when it comes to research, project management and execution of a variety of projects
types in marketing research for major FMCG and Telecom clients in the region. Working and innovating in studies like Concept and Taste
testing, Pre and Post Ad assessment as well as market segmentation and Brand Health.
credentials
PHI KNOWLEDGE
INNOVATION RESEARCH MANAGER
T: +2 01005384589
• BBA , Art from the American University in Cairo
• Former Syndication Manager across Egypt & LEVANT region at Nielsen
“I hunt for innovation”
Research Team
JUNIOR QUANTITATIVE RESEARCHER
QUANTITATIVE UNIT
Mona Nasr
Joined PHI 2 years ago and gained strong experience in
quantitative research through working on several types of
studies related to a variety of industries ranging from telecom
to FMCGs & home furnishings. Mona built several years of
experience working in events management before PHI and
has worked with Abu Dhabi film festival and several other
UAE based associations.
credentials
Bachelor's Degree in
Marketing from American
University of Sharjah
T: +2 01003200121
Research Team
SENIOR RESEARCH EXECUTIVE
QUALITATIVE UNIT
Amr Gaber
Amr Gaber is a senior research executive with more than 6 years of
experience in research started after having his bachelor of commerce
and business administration from Helwan University in 2011, during his
career he was exposed to both quantitative and qualitative research.
In the last 4 years he was mainly into qualitative research, he has
worked for Vantage Market Research, LOGIC Market Research,
Feedback ME. MR & PHI knowledge, exposed him to different
industries mainly FMCG, Automotive, Real-estate, Healthcare &
Banking.
T: +2 01033600007
Bachelor's Degree in
commerce and business
administration from Helwan
University
credentials
Research Team
PHI KNOWLEDGE RESEARCH EXECUTIVE
QUALITATIVE UNIT
Farah Emad
Farah has joined PHI 2 years ago and gained strong
experience in qualitative research through working on
several types of studies related to a variety of industries
mainly FMCG, Real Estate, Healthcare, Telecom & home
Furnishings.
Bachelor's Degree in
Marketing from Misr
International University
T: +2 01277723981
PHI KNOWLEDGE CUSTOMER
INSIGHTS MANAGER
Shams Mohamed
Bachelor's Degree in Commerce,
English Section, Cairo University
T: +2 01118000170
Shams is leading the Telecom Customer Insight’s Team within PHI
Marketing Research , with more than 15 years of working experience
from which 10 years managing different marketing roles within
Etisalat Egypt . Shams brings in a unique know how on various
marketing & Insights roles .
“I transform data
into insights”
PHI KNOWLEDGE
OPERATION DIRECTOR
Ramy Darwish
Over a decade of experience in data collection operation &
more years in other domains of running streamlined
operations, building centers of excellence.
credentials
T: +2 01221701051
Operation Team
PHI KNOWLEDGE
HEAD OF OPERATION EXCELLANCE
AND DEVELOPMENT LEADER
Abdulnasser Mohamed
With a career path spanning more that 22 years heading
operations domain, Nasser brings in a unique know-how on
various aspects of marketing research operations
T: +2 01001429456
OUR DREAM IS TO BE YOUR KNOWLEDGE
PLATFORM, TO CREATE A SOLID FOOTPRINT IN
EVERY DECISION OR ACTION ENTAILING
INFORMATION BEHIND IT
BREAKING THE
NORM
What’s commonly known and
followed is not imminent.
REMOVING
BOUNDARIES
ACKNOWLEDGING
VARIATIONS
CONTINUOUS
EVOLUTION
Ideas, minds and conversations
are free to move across the
ecosystem.
Simply realizing that every
issue is unique.
No matter how good something
works, it’s always a start for
something better.
We believe in
We question the practiced
and introduce finer ways
We will provide an accessible
platform that avails interactions
between multiple nodes; sharing
and creating value for everyone
We will tailor & design custom
approaches to provide answers
that are equally unique
We will constantly
evolve
HI...
PHI FOUNDATION
credentials
Phi
Analytics
Phi
Marketing Research
Phi
Field & Tab
Our business model is setup in a way to best serve you
credentials
PHI marketing consultancy will help you answer questions regarding your market,
consumers and the economy. Helping you decide on the best way to move forward,
and remain a step ahead and ensure that you have the knowledge needed to take
decisions and grow in your market
PHI analytics is there to assist you in spotting trends and dissect big data into
meaningful stories and patterns. Helping you learn from past movements by analyzing
internal, external or linking different sets to one another to get the best out of it.
PHI field and tab consists of an army of highly trained data collectors, gathering
market knowledge needed in an efficient and timely manner with high quality
levels
Phi
Analytics
Phi
Marketing Research
Phi
Field & Tab
credentials
PhiMarketing Research
PhiAnalytics
PhiField & Tab
In addition to Phi friends that help us give you the complete picture
Outside Board Members
Chair & Associate Professor of Marketing at AUC
and we will keep adding to the list…
Organizational &
Leadership
Development
Linguistics &
Social Media
Listening
GIS & Geo-Marketing
Mr. Ahmed Tolba PHD
Data Analytics
Group
HI...
Operational Capabilities
credentials
Methodologies Used in Market Research
Quantitative Facilities
Qualitative Facilities
PHI SOPs
PHI have Strict SOPs guided by the ESOMAR and PHI code of conduct
Robustly structured field SOP is set for
field work:
• 2 Pilot interviews are collected per
interviewer with Audio recording for
quality assessment
• 100% of interviews are logically
checked regardless sample size
• Interviews are checked for Validity
with the following percentages:
- 100% if sample size is less
than n=100
- 50% (per interviewer) if
sample size over n=100
• 100% of questionnaires must be
signed by respondent for validation &
complete responses
Data Validation
Recruitment is done using EphMRA
templates and codes of recruitment
• Every Field Researcher must prepare
weekly plan for his visits then send it
by Email to Field Manager along with
the team working in the same area
every Saturday of each week
• Field Researcher should send weekly
Report contains what has been
accomplished of interviews during the
week every Wednesday
Quality Control
It is the policy of the Company to:
• Provide information on request to the
client concerning labor, health and
safety, environment, animal welfare,
anti-bribery and fair competition, and
data protection and privacy practices
• Prepare and maintain complete and
accurate written records, accounts,
notes, reports and data of the Services
(“Records”) for as long as required to
by applicable law and ensure the safety
and secure storage of such Records.
• The Client has the right to inspect all
project related documents and audio
records for studies conducted on behalf
of the client in the past 5 years
Data Privacy
OUR CLIENTS
FMCG TELECOM
OTHERSFINANCIAL SERVICES
& CONSULTANCY
TESTIMONIALS
“I would like to say that I have had very positive experiences with
PHI so far. The team has been more than splendid, timely and
keen on providing a premium support to us.
We are very excited about continuing this great partnership and
have confidence in the future of this collaboration.”
Sarah Abdelwahab, Marketing Manager,
Red Bull Egypt
On a strategic level, you managed to show great
expertise, hence a big add value for the business. Not
only this, but for me personally you are the "go to
agency" when I need something urgent or quick support
and you never failed me.
Happy to work with you and
looking forward for more to come isA :)
Rania Omar, Strategy and Insights Manager,
Danone Egypt
Prof. Ahmed Tolba,
Associate Provost for Strategic Initiatives; Chair &
Associate Professor of Marketing, AUC
“It is always a pleasure working with you.
Positives:
1. Team quality & expertise
2. Timely delivery
3. Good customer service”
4. Client-oriented approach
5. Reasonable pricing leading to value for money
6. Special and unique products and analytics
7. Team attitude”
“Throughout the past few months, you have managed to not only satisfy us
as a client, but you have also established yourself inside the organization
on many different levels.
“Actually I’m quite impressed with the diversity and
multiplicity of the syndicated studies you guys are
launching; kids in the digital age, the consumers of
tomorrow, celebrities endorsement……These reports
are valuable for us for sure ”
Yasmine El Shishiny, Head of Market Research,
Orange Egypt
I really appreciate the promptness of the team in communicating with me
& updating me whenever I had any questions. In addition to going out of
their way to help me understand more about celebrities and trends in the
Egyptian market. Which is very appreciated.
Grace Sermanoukian , Research Director,
WHY5Research
Copyright PHI @ 2016 All Right Reserved - Empowered by eDigits
Mohamed RaedBusiness Unit Head- Middle East and AfricaPHI Knowledge
Egypt: +2 [email protected]://phi-group.co
THANK YOU
CONTACT US
• Villa 108, Banafseg 7, Newcairo, Egypt• 8 Abdelhamid badawy, Sheraton Heliopolis
LOCATION
mailto:[email protected]://phi-group.co/
