Market research has not kept pace with the population in UAE and Saudi Arabia

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Market research has not kept pace with the population in UAE and Saudi Arabia

Dushyant Gupta and Paris Hector

Market research has not kept pace with the population in UAE and Saudi Arabia

Introduction

This paper uncovers nuances of the most popular data collection method in the UAE and KSA markets, i.e. Interviewer Assisted Interview against the backdrop of other digital methods that rely on self-administered interview viz. CAWI via desktop and mobile.

This is relevant for market researchers as well as for marketers as the paper will provide understanding of three elements of transformation:

  1. changing dynamics of marketing and...

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