Why this study is needed

• At QUEST, our policy is to recruit and train the best available local talent in the markets where we conduct research

• At our Tehran office, we have a bright young team of Iranians who are experienced in handling research projects from A to Z

• They all agree that the international image of their country is totally misleading and inaccurate

• The previous lack of access to high quality research conducted by Iranians is partly to blame

• In this study, we seek to rectify this and present the true picture of Iran and its people

• All marketing professionals in the Middle East will benefit from this study

• We will present an in-depth analysis of Iranian consumers

Which cities and why?

• Tehran – The capital of Iran, Tehran is home to 12 million people.

• Tabriz – Tabriz houses a 3.5 million population, the majority of which are Azari. Tabriz boasts a mix of cultural backgrounds and habits.

• Mashhad – The religious center for Shiaa Muslims, Mashhad’s population is 6.5 million.

• Shiraz – A city of 4.5 million, Shiraz is rich in history.

Which cities and why?

• Isfahan – Isfehan, population 4.5 million, is the center of tourism in Iran.

• Bandar Abbas – Bandar Abbas is the country’s most important southern port. It has a relatively small population of 1.5 million, mostly of tribal origin.

• Rasht – Rasht is a densely populated northern city of 2.5 million. It’s Gilaki majority has a life-style completely differing from neighboring cities.

Target Respondents

Females

Males

Single females aged 20-25Married females aged 22-28,

without kids or with infants under 2

Housewives aged 30-45, with kids up to 20 years old

We found that married men were not sufficiently involved in the

household, so we targeted single men aged 20-28

Objectives

• This studies can help us to gain a better understanding of:

Life style

Needs and expectations:

The importance of culture and religion

Core values

Aspirations

Youth vs. parents

Differences cities

House wives

Males vs. females

Youth Study

Who are Iranians?

Understanding and ways to communicate with An Iranian Youth

I am an Iranian boy

I am an Iranian girl

Young Generation

Segmentation

Lifestyle & Behavior

AspirationsPurchase Behavior

Media

Music

Video Games

Advertising

Differences Among Cities

Housewives study

Who are Iranians?

Being able to communicate with an Iranian housewife …

Top of the minds

Aspirations and fears

Life style

Family shapes

Values and trends

Usage and consumption behaviors

Purchase Behavior

Brands

Needs and expectations

Media

Advertising

Differences Among Cities

Sample and Methodology

III. Ethnology visits: Based on our paired interview sample, we accompanied 15 young people on a continuous basis as they went about their daily lives. We continuously video-taped as they hung out with friends, played sports, watched sports, followed the news, and found out that Iran had qualified for the World Cup.

IV. We targeted a comprehensive sample of society, From A to D class.

Sample and Methodology

I. Home visits: We visited 50 women at their homes and videotaped their daily activities. We observed their cleaning habits and routine activities, from making beds to cooking and cleaning.

II. Paired in-depth interviews: 35 paired interviews were conducted with males and females (74 respondents in total). Respondents were pairs of friends and discussed issues of major concern to them such as life situations, hopes, dreams, aspirations, etc…

Sample Size

50 Home visits A B C D

Tehran 7 housewives with/ without infants 7 housewives with kids

11

22

22

22

Tabriz 3 housewives with/ without infants3 housewives with kids

-1

1-

11

11

Mashhad 3 housewives with/ without infants 3 housewives with kids

-1

1-

11

11

Rasht 3 housewives with/ without infants 3 house wives with kids

--

11

11

11

Bandar Abbas

3 housewives with/ without infants 3 housewives with kids

-1

1-

11

11

Isfehan 3 housewives with/ without infants 3 housewives with kids

-1

1-

11

11

Shiraz 3 housewives with/ without infants 3 housewives with kids

-1

1-

11

11

Total 25 housewives with/ without infants 25 housewives with kidsTOTAL OF 50

16

83

88

88

74 Paired interviews Total A B C D

Tehran 10 single females10 single males

20 22

22

33

33

Tabriz 5 single females5 single males

10 11

11

22

11

Mashhad 5 single females5 single males

10 11

11

22

11

Rasht 4 single females4 single males

8 -1

1-

22

11

Bandar Abbas

3 single females3 single males

6 -1

1-

11

11

Isfehan 5 single females5 single males

10 11

11

22

11

Shiraz 5 single females5 single males

10 11

11

22

11

Total 37 single females37 single malesTOTAL OF 74

68

86

1414

99

Sample Size

15 Ethnology visits

Tehran 5

Tabriz 2

Mashhad 2

Rasht 1

Bandar Abbas

1

Isfehan 2

Shiraz 2

Total 15

In ethnology visits we have covered all segments.

Sample Size

let’s go deeper and deeper in to Iranian life style,

minds, …

All available in video clips…

Different Segments…

Bazari(Traditional)

ModernTahsilkarde

(Educated)

Hezbollahi(Conservative)

Which of them is my Which of them is my target market???target market???

Getting close to Iranian young generation…

I’m an Iranian boy…

Insert photos…

I’m an Iranian girl…

Face the fact …

Chance to Escape

Chance to Escape

Girl’s Shell ????

Young Generation

YouthsSociety/Custom

Restrictions

ReligiousBeliefs

Of Families

Modernism

SatelliteFamilies living in abroad

Travels to

abroad

Beyond the doors…

Youths try to… Youths try to…

– Pass the boundaries– Find ways to express themselves freely– Reach their absolute rights– Being up to date with world– Enjoy their life to the fullest

Aspirations

Ideal life

Role Model

Ideal spouse

Hopes & Dreams

Future Success

Aspirations and fears of an Iranian youth

And who are the Iranian housewives?

The Mothers?The wives?

The decision makers?the money earners?

Top of her mind

Top of her mind

Kid’s future

HOW TO GUARANTEE KIDS LIFE?

Husband’s jobECONOMICAL

SECURITY

WHAT SHALL I DO ?

House workRESPONSIBILITYHOW TO SATISFY

FAMILY?

Unknown future with out

kids and husband

WHAT IF I WAS ALONE?

“What shall I do when my kids get married &

what if my husband dies? I'd be all alone!”

“What if we couldn’t afford buying a house of our own in the future?!” D class newly married - Mashad

“Whatever I do, is to make a better future for my kids” C class- Tehran

“The 1st thing that gets into my mind in the mornings, is what I shall cook for lunch?” C class - Mashad

“What if my husband loses his job?”C class, Tehran

Fears

Loss of husband

Job security Of husband

Kid’s future-Education, marriage

Kids to be mislead

•Economical problems•Unstable reliability

• Lack of qualification in raising them up

“When my husband comes home late, I think maybe he has had an accident !” C class, Mashad

“I like to send my son abroad to continue his studies because I think this will help him better to make himself a better life” C class, Tehran

“What if my husband becomes bankrupt & looses his job?!” C class, Tehran

“I take my son to different classes!” C class- Isfahan

“What if my kid becomes addicted to drugs as it’s easily accessible at schools” C class, Tehran

We have the solution …We have the solution …

Purchase Process

Need

Quality

Price

Brand

Purchase

•The barriers and triggers to the purchase of a brand

•Market needs and expectation

•Before and After purchase

What about my brand What about my brand consumers…???consumers…???

Advertising in Iran

TV TV commercialscommercials RadioRadio

FlyersFlyers

NewspapersNewspapers and and

magazinesmagazines

BillboardsBillboards

SpecificSpecific magazinesmagazinesdelivereddelivered

to the to the houseshouses

PublicPublictransportationtransportation

Iran legal channels

Iran illegal channels

from satellite

Foreign channelsSatellite

Which is the best media Which is the best media for my brand???for my brand???

INVESTMENT

• Total cost of the project will be:15,000 USD

– 50% upon commissioning the study– 50% upon presenting the findings

• This is the estimated price for Tehran only.• This prices include:

– Recruiting the respondents– Writing discussion guides– Hospitality and incentives for respondents– Video and tape recording – Analysis of data– Writing the presentation

Contact

• Sayyed Mohammad Hossaini,DirectorQuest Consulting FZ LLC #1, Suite 13, 4th floor, Zomorrodian (1st Boostan) st.Pasdaran Ave. -Tehran Office Tel: +98-21-22843689/+98-21-22885736 Fax: +98-21-22885678Mobile: +98-912-7791341E-mail: sayyed@qc.ae