Milk usage & consumption habits in KSA

A two-stage Quantitative research, to map all the usage & consumption occasions of evaporated milk, understand the consumer behavior with regards to various applications of evaporated milk (tea & coffee whitening, milk-based cold beverage, cooking, desserts, ‘as is’ drinking), understand the interaction of evaporated milk with other milk formats (fresh, long life/UHT, powder, sweetened condensed, coffee creamer).

Design: Listing survey (random) to measure the penetration & frequency of applications & milk formats. Main survey (diary placement) to capture the consumption behavior of all the household members.

The research estimated the total volume of evaporated milk consumption, based on their household usage and classified them as heavy/ medium/ light users. It also estimated the volume & share of various applications for evaporated milk, by different day-parts – both at category & brand level.

The study also estimated the share of milk formats (by occasion & by volume) across all the applications, to identify the growth opportunity for evaporated milk. It helped construct the tea & coffee consumption tree, to size the opportunity for whitened tea application and understand the key motivations.

“Thank you for the detailed report, with holistic assessment of our product across all occasions, applications & milk formats. This study gives a very good perspective of opportunity areas for us in consolidating our position as a leader when it comes to tea whitening. We also see growth opportunity in other applications”

Senior Research Manager

Assessing the potential for a new target-specific premium school.

A holistic research involving both Qualitative and Quantitative, to understand parents’ attitudes towards schooling for their daughter/s. Measuring the overall concept appeal and sizing the willingness of target audience to enroll their daughter/s in such a school.

Also measuring the client brand legitimacy with the proposition vs. competition.

Design: Interview with parents (decision-makers) of school going daughter/s (foundation, primary & secondary), currently spending at least AED 35k as tuition fee per year. All Nationalities. Residents of Dubai and Sharjah.

The research helped our client measure the appeal of its new proposition i.e. sizing the potential (likely to enrol), understanding the relevance, credibility, excitement & differentiation vs. competition.

The research also identified the key decision factors for choosing a school, by parents, for their daughter/s.

Choice-Based Conjoint with alternate specific design, was used to estimate the utility (importance) of each level of all the choice factors. Share of preference model was used to maximize the preference for client’s new proposition, in relation to other competitive offers.

“Brilliant. Thank you for the comprehensive report answering the key business question”

Marketing Coordinator

Understanding the overall brand equity and gauging brand differentiation among business & engineering students and prospects

A Quantitative Brand Health Audit, to devise an appropriate communication strategy for the client. Also, to identify, track & review the client’s equity periodically, to ensure that it’s brand health & image is in line with the intended positioning.

Design: Both UG and PG Programs among students (with or without work experience) & parents. Males & Females. All Nationalities. Dubai, Sharjah & Abu Dhabi.

The research helped the client measure its current brand equity & net promoter score in a competitive context, current strength of linkage with its two core offers i.e. School of Business & School of Engineering.

The research was also used to understand the choice factors, functional drivers & emotional affinity aspects, in deciding the university for UG/PG Programs and being a great quality education provider.

The insights were used by the client to assess the need for a separate communication for various schools under its umbrella. The research helped identify the core strengths & critical success factors for the client to drive further growth in the market.

“Thank you for the great report, presentation & valuable research recommendations. This study will help us in action planning and goal setting for the revamped strategy on communication, re-positioning & innovation.”

DGM & Head – Learning Services (Middle East)