In 2004, Quest Consulting FZ LLC decided to take up the gauntlet thrown down by the leading ad agencies in the region, who were disappointed by the efforts of the research community to provide real insights about the important Saudi Youth segment aged 18-24. With a then population of 12m, the Saudi market dominated its smaller Gulf neighbours in terms of market importance and 70% of Saudis were under 30 years of age.
Despite significant investment in youth research by the major FMCG clients, the ad agencies were vocal in their complaints about the lack of real insights that they needed to produce creative ads that touched the hearts and minds of young Saudis.
Using a flexible and creative approach to the methodologies selected, Quest produced two ground-breaking studies - one about
Saudi males and the other about Saudi females - that, perhaps for the first time, took the lid off this society and allowed clients a close-up view of these young Saudis.
The insights played a part in helping to usher in a new era of confident and creative advertising to this key market segment.
However, the results of the Saudi Females study initially surprised several attendees - especially the many Saudi male executives who attended.
One client called to explain that he had sat through the presentation the previous day in quiet disbelief and had said as
much to his Saudi wife when he got home that evening. She then asked him for a detailed explanation of the research findings and then strongly rebuked him for disbelieving what she knew to be a fact!
Several Saudi female clients were inquisitive about how we had discovered their inner secrets and many were seen to
have an emotional response to seeing the presentation.
It is now fair to say that the research findings are now widely accepted and many hold true to this day.
Learn about the ASPIRE© model and how it puts into context the hopes and dreams of this pioneering
generation. Young Saudi women were seeing barriers to their widening participation in society coming down across the GCC and, benefitting from a much better education than their mothers and grandmothers had enjoyed, were
demanding more respect, support and opportunities for self-expression.
The study was originally sold to major multinational and Saudi client companies for in
excess of $10,000 and is now available to the general public for $3,000.
This is a must read report about a watershed time in the development of Saudi society and will be of
interest to all marketers, researchers and serious students of Saudi society.
(Clients who are interested in subscribing to the 2013 update of this study should send an email
to [email protected].)
Despite significant investment in youth research by the major FMCG clients, the ad agencies were vocal in their complaints about the lack of real insights that they needed to produce creative ads that touched the hearts and minds of young Saudis.
Using a flexible and creative approach to the methodologies selected, Quest produced two ground-breaking studies - one about
Saudi males and the other about Saudi females - that, perhaps for the first time, took the lid off this society and allowed clients a close-up view of these young Saudis.
The insights played a part in helping to usher in a new era of confident and creative advertising to this key market segment.
However, the results of the Saudi Females study initially surprised several attendees - especially the many Saudi male executives who attended.
One client called to explain that he had sat through the presentation the previous day in quiet disbelief and had said as
much to his Saudi wife when he got home that evening. She then asked him for a detailed explanation of the research findings and then strongly rebuked him for disbelieving what she knew to be a fact!
Several Saudi female clients were inquisitive about how we had discovered their inner secrets and many were seen to
have an emotional response to seeing the presentation.
It is now fair to say that the research findings are now widely accepted and many hold true to this day.
Learn about the ASPIRE© model and how it puts into context the hopes and dreams of this pioneering
generation. Young Saudi women were seeing barriers to their widening participation in society coming down across the GCC and, benefitting from a much better education than their mothers and grandmothers had enjoyed, were
demanding more respect, support and opportunities for self-expression.
The study was originally sold to major multinational and Saudi client companies for in
excess of $10,000 and is now available to the general public for $3,000.
This is a must read report about a watershed time in the development of Saudi society and will be of
interest to all marketers, researchers and serious students of Saudi society.
(Clients who are interested in subscribing to the 2013 update of this study should send an email
to [email protected].)
Saudi Males 16-24
For many years, researchers and major clients had struggled to overcome the reticence of Saudi young men to open up in formal research sessions.
This was the breakthrough study which has received much validation subsequently from Saudis and clients alike.
Learn to look at the world through their eyes and about the social power of Cool Guys.
Discover the 5 basic needs that permeate the brands and activities that they love most and that define their generation.
Understand how to build campaigns that they will respond to and develop brands they will adopt as their own.
This was the breakthrough study which has received much validation subsequently from Saudis and clients alike.
Learn to look at the world through their eyes and about the social power of Cool Guys.
Discover the 5 basic needs that permeate the brands and activities that they love most and that define their generation.
Understand how to build campaigns that they will respond to and develop brands they will adopt as their own.
Saudi Females 16-24
At this moment in their social evolution, Saudi young women felt empowered like no generation before them. This was a generation of dreamers with a tremendous awareness of possibilities and yet, at the same time, fears that social and religious norms would not allow them to fulfill their potential.
Learn about why many were losing respect for their men and how they wanted to play a greater role in Saudi society.
Discover how to talk to their hearts and minds and build brands that talk their language.
Learn about why many were losing respect for their men and how they wanted to play a greater role in Saudi society.
Discover how to talk to their hearts and minds and build brands that talk their language.
