Tag Archives: Marketing Research Tools

Dirty, Sexy Business Intelligence vs. Sober marketing research

Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’

I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.

When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.

I wonder why that is. Are you guys allergic to money?

Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.

Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.

The common terms between BI & MR

 Meta Data Management

A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.

 ETL (Export, Transform, Load)

Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.


It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables

Dimensional Data

At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence

Data Governance

Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines

These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.

Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.


Turn Data into Decisions through this Simple Decision Making Grid

Who wants to drive corporate decision making through his data? I do. I want to drive organizations decisions in the light of insights.

In my career I have seen ‘numbers’ predicting future like Mad. And I have seen brand managers ignoring numbers like Maaaaaaaad too 🙂

So now that I am a client myself and have dealt with a lot of agencies, here is a simple Grid that I follow to drive key decisions internally.  Continue reading

Future of Marketing Research

Change is the only constant, and who knows it better than us. Since internet and mobile is changing every industry so I decided to have a look at the impact of these two game-changing factors on MR and summed up my thoughts in the attached presentation. Here is a summary of what I think will happen in Marketing research:- Continue reading

10 Game-changing rules to rule Dubai Brand World

The world is full of global brands. Which were never designed to be global brands? How to dominate the world is about how to beat them.

This presentation adds insights from United Arab Emirates to the points raised by Simon Silvester

Continue reading

UAE customer Trend: 6 questions that TGI (Target group Index report) raises about UAE Food market

TGI 2011 product book aims at providing percentage penetration of multiple product categories in different countries.

What I have done in the following table is that I have compared penetration of food products in UAE with countries that have scored high in that category. 

Product Category % Usage UAE Country with highest Consumption % Usage
Baby or Junior Food 14% Croatia & Slovenia 36%
Mineral Water 98% Bahrain 95%
Chewing Gum 63% Iran 82%
Colas 72% Philippines 94%
Oils for Cooking and Salad (Main Shoppers) 94% Almost all countries have above 90% except South Korea 50%
Potato Crisps and Potato Snacks 83% Kuwait 87%
Fizzy Soft / Energy Drinks (excluding Colas) 85% Denmark 89%
Ice Cream 90% Denmark 98%
Instant Coffee 61% Israel 80%
Ready-to-Drink Fruit and Vegetable Juices 91% Denmark 93%
Tomato Ketchup 90% Philippines 96%
Mayonnaise 64% Venezuela 96%
Soup 65% USA 89%
Tea (Loose and Bags, including Fruit and Herbal Tea) 93% Indonesia & Poland 98%
Yoghurt 94% Iran 98%

Now this data set poses following questions  

  1. Is UAE market of Colas smaller than the market of Fizzy drink/energy drinks?
  2. Cola market is smaller than ready to drink fruit and vegetable juices? If yes, then Almarai, Al Ain juices and other such brands have done a good job
  3. Obesity in UAE is rising, maybe because of 83% penetration of potato crisps?
  4.  Why Chewing Gum penetration is only 63%?
  5. If South Koreans are not using oil for cooking than what are they using, because that might lead to low level of obesity?
  6. Is there a room for expansion in Mayonnaise or soup market in UAE, considering the eating habits of majority?  

The sampling details for TGI-UAE market are as follow

  • UAE 15+
  •  8 urban cities
  • Sample Size  5,000
  • Jul 2009 – Dec 2009

If you have more questions and want to contact TGI group directly, you can drop them an email at enquiries@globaltgi.com