UAE Business Awards 2023 With offices in Dubai, Riyadh, Cairo, and Amman, market-i is a boutique consultancy that provides market research solutions designed to help companies deeply understand their market and elevate their brand. Working with businesses within a range of industries, the company is dedicated to its clients and tailor-makes solutions that address their unique market research needs. n 2007, a team of experienced research professionals joined together to create market-i, an agency that inspires clients by answering all their marketing questions, addressing a range of challenges from brand health tracking to customer satisfaction. In its research, the company focuses on the various problems faced by all businesses rather than those in a specific industry. Through this, the team at market-i has developed the ability to quickly adapt their thinking and approach to fit the needs of each new industry it works with. The company has grown into a team of 25 staff members across four offices and has gained experience in several industries, including technology, government, pharmaceuticals, finance, education, retail, food and beverage, hair and beauty, and more. Working closely with businesses every step of the way, market-i’s team is not only passionate about helping clients, but also about what each business does. This passion inspires the team to truly immerse themselves in the client’s industry, accompanying them on their journey to create great brands and drive business growth. In the modern world, marketing requires seamless integration between market insights, customer behaviour, brand strategy, and communications. Utilising a wide array of research techniques, including mobile survey platforms, social media surveys, online research panels, and QR activated surveys, market-i addresses all the critical stages of the marketing process, striving to listen to and understand the client’s specific consumers. Through this, the company offers research solutions to common problems that businesses face in developing marketing strategy. Firstly, market-i offers product development solutions, guiding businesses through the process of bringing a new product into the market. The company’s concept ideation research programme assesses category usage and attitudes to create a list of unmet consumer needs in the market. From this, market-i works with clients to create a list of product concepts based on these unmet needs, including descriptions, unique selling points, as well as the tangible and emotional benefits the products could have for consumers. When a full list of concepts has been defined, market-i deploys qualitative or conjoint research methods to narrow down a shorter list of product concepts that can be used to create prototypes. Its programmes use reach and frequency analysis to identify a winner concept, or a number of top performing concepts for final consideration. After the prototypes have been developed, market-i utilises large scale quantitative research to assess the reaction and trial intent amongst a sample of the target audience, analysing the overall impact of the product. When product development is complete, market-i can assist with pricing strategy using psychological price sensitivity tools. Through this, the company identifies an ideal price range for the product, ensuring the price is not low enough to cause doubt about quality, but not high enough for consumers to worry about whether it’s worth the money. The company also deploys cross-price elasticity tools, which identify how price changes affect purchase behaviour across competitive brands. Advertising and communications play a key role in the marketing process following the launch of a new product. Using campaign pre-testing programmes, market-i assesses the way in which different campaign elements deliver the client’s intended message I Most ClientFocused Market Research Agency 2023
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