Intelligent Research SolutionsCredentials Presentation
Our StoryIn 2010 a team of experienced and passionate Marketing researchers and marketers decided to push the limit to reshape the highlights of the research industry in the region by establishing a pioneering Local consultancy and research company with International standards.
Led by Samar Abdelaal, this team took the initiative to leverage its extensive global and multinational exposure along with its profound immersion within the local market to Intelligent Research Solutions resonating with clients need to optimize their business decisions.
IRS naissance is the beginning of the story, and with every success, every milestone a new chapter is formulated…
Company Profile IRS Marketing Research, is a qualitative marketing research boutique, providing actionable and meaningful marketing research services to clients..
IRS team builds on providing its clients with a close working relationship, “hands on” approach, and customized solutions.
We are distinguished by our extensive expertise, Local and regional know how, diversity of disciplines, innovative spark, good relations with clients, talented passionate employees and enthusiastic spirit.
Our Vision
To be globally recognized as an authentic leader of the industry with boundless approach and reach; setting
benchmarks for the best practices with its infinite talent, experience and expertise.
IRS…LIVING RESEARCH
Intuitive
Why Intelligent?
Innovative Visionary Deep TimelyInfluentialEmpathetic SmartEfficient Analytical
Our Values
Quality, Time & Cost
Efficiencywe enthusiastically
wake up every morning looking forward to this
‘Zest’ feeling that we get when we do
our job
Passion
Our own finger prints mark everything we
do
Originality
Consistently committed to deliver value in
every single task we do.
Accountability
We customize research
approaches to provide innovative
consultancy
Innovation
Open to various cultures&
mindsets, open to novelties, open to
life
Openness
Each project is a new born for us. We take pride in every step of the process till
we deliver the final piece
Ownership
We constantly push our minds’ limits to
see beyond the givens
Thinking
WE STAND TRUE TO OUR VALUES
Integrity
“We Walk the Talk”
IRS caters to clients with interests in both the consumer and business sectors on a local, regional, and international basis.
IRS qualitative team is fully immersed into the local culture with a profound understanding of its multi-facets and different textures. And a multidisciplinary background grounded in Sociology, anthropology, and economics,
IRS qualitative offering is equipped with a well structured and highly qualified field force which caters to all qualitative research methodologies and designs
Our Offering
Focused customized solutions and premium services with a competitive pricing approach.
Shopper Insights
Our Areas Of ExpertiseEthnographic Studies
Product Concept testing
Bottom of the Pyramid Studies
Lifestyle Understanding and Segmentation
Concept labs
Pharmaceutical Research
Insight Generation workshops
MethodologiesFGDs MGDs In-depth interviews- -paired-triadsConflict groups Deliberative groupsIn home visits
Diaries placementSafaris
Ethno photography/EthnographyMystery shopping-Mystery seller Shop-along
Isle intercept-Exit interviewsCar clinicEthnography and video diariesBlog discussions and analysisFuture Shaper discussions and panel development
Online Ethnography
Recruitment Field set up & logistics Moderation Simultaneous translation Transcription& Tabulation Quality assurance procedures Geographic coverage
Qualitative Fieldwork
Respondents profile: High end consumers:
Specialized/dedicated forces to recruit A+ /A respondents
Low end consumers: B-C-D-E.
Consumer panelsPsychographic recruitment
Early adopters Trend setters Motivational/attitudinal segments
Experts: Embassies, Commercial Attachés Chambers of Commerce NGOs Government Officials
Recruitment
Field set up&
Logistics
Dedicated IT support team Viewing facilities/one way mirror Large Screen TV, DVD & AUDIO in each room. DVD & Audio recording of your sessions. Digital Audio recording available on request Easily accessed Wide variety of client catering options On line viewing facilities Dubbing facilities
Venues Separate FGDs rooms with relaxed and proper atmosphere
that suite different needs, one to one interviews, focus group discussion, SEC’s and consumer profiles.
Logistics
Flexible and varied plans for accommodations for outside Egypt clients Car reservations Airport pick ups
Moderation
Qualified team of moderators with diversity in:
Education Languages Genders Ages Research years of experience and backgrounds Diversity of industry /market sectors and qualitative methodologies
Simultaneous Translation
English
French
A qualified academic team of translators for different languages:
Transcriptions& Tabulation
Transcriptions according to specific and clear rules and procedures in different languages:
Arabic English French
Note taking following a template format in different languages Dedicated team for gridding and tabulation Well structured gridding templates.
Quality Assurance Procedures
Qualified team of project managers ensuring optimum quality and meeting dead lines. Qualified team of supervisors reporting to project managers. Robust Screeners. Telephone call back checks. Face to face back check upon respondent arrival. Exclusive and updated data base across ages, genders, life styles, etc. Ensuring geographic representation of participants. Over recruitment. Personality test to ensure recruiting articulate respondents.
Geographic CoverageEgypt (rural and urban):
Upper EgyptSinaiDeltaSuez Canal
Africa:AlgeriaMoroccoLibyaSudanSouth AfricaSouth Africa
Levant:SyriaJordanLebanon
GCC
Management & Research Team
Samar AbdelaalManaging Director
Work Experience• A total number of 11 years of experience in the field of marketing research handling
research in Middle East, Africa.• Handled diversified management roles and responsibilities across different Multinational
marketing research agencies GFK, NFO, TNS& Synovate. • Handled marketing research studies across Middle East and Africa (UAE, Saudi, Qatar,
Yemen, Syria, Lebanon, Tunisia, Egypt, Morocco, Libya, Algeria, Sudan, Uganda, and Ghana).
• Provided consultancy and business recommendations to key global, regional and Local accounts; Unilever, Nestle, Coca-Cola, Americana, Cadbury’s, Kraft, Citibank, BAT, Egypt Air,
• Al Futtaim, Juhayna, Sanofe Aventis, GSK, Novartis.• Samar Abdelaal’s Specialties:• Specialized in FMCG, Healthcare, Technology, Real Estate, and Aviation. • Specialized in ethnographic studies / Motivational Segmentation /Trends- spotting/ Brand
Equity/ Communication development / / Concepts recycling/ Loyalty & Satisfaction/ Shopper studies
• Applied innovative qualitative techniques and methodologies; Observational techniques, Mystery selling, Ideation, Consumer Safaris, Ethno-photography.
• Education• Bachelor Degree in Journalism and Mass communication American University in Cairo • Master’s Degree in Anthropology and Sociology American University in Cairo • Certified Dale Carnegie Trainer • Trainings:
• NeedScope• Qualitative train the trainer • Ideation training • Diagnostic consulting
Key& strategic projects portfolio Unilever• Consumers’ Motivational Segmentation study 2002• Insight activation for Low Income Consumers 2003• Triggers & Barriers for Deos: Egypt 2003 • Archetypal tea development 2006• Skin care sensorial exploration 2007 • Insight activation for Deos 2008• Skin care communication development workshop Egypt , Kenya 2008 • Shopper motivational segmentation study 2009 Nestle• Bottom of the Pyramid dairy concept evaluation: Yemen , Syria, Saudi 2007• Beverages motivation segmentation: GCC 2006• Bottom of the Pyramid culinary concepts evaluation: Egypt, Sudan, Ethiopia
2009• Dairy concept generation workshop: Egypt 2009 • Shopper understanding: Egypt 2009 • Bottom of the Pyramid Understanding Culinary, Beverages, Dairy: Egypt
2009CocaCola• Youths profiling and segmentation study Egypt 2008• Communication concept ideation workshop 2008 • New communication Campaign evaluation 2009 • Understanding teens in Egypt 2009 • Celebrity evaluation study Egypt 2009Aviation• Travelers motivational segmentation for aviation corporations: East Africa,
West Africa, Egypt 2009• Communication Concept development and evaluation: Egypt 2009 Healthcare • The New Billion Customers segmentation study, Egypt 2009 • New vaccine Launch concept evaluation, Egypt 2009
Asmaa El ZawahryOperations Manager
Work Experience6 years of experience in the field of project management and operations where I handled senior and
management roles in a diversity of multinational and local agencies; Nielsen, TNS, Logic Research International.
Managed an array of strategic projects across Middle East and North Africa Region for key clients namely: Etisalat, Unilever, Nestle, Coca cola, Cadbury,Nokia,BAT,Mater food,Kraft,Ericsson,GM,Amricana,City bank ,Pepsi,Vodafone,HP,Google, Eva,B-tech.National bank of Egypt, Cook door, Coldwell banker
Specialties:FMCGs, Banking, Telecommunication, Automotive, Technology, Health Care, Skin Care, Image Research,
Real Estate …..Etc Logic Research International: Operations manager :Handled qualitative and quantitative field operations for the local and regional projects Developed a full fledged quall/quant field force of 20 subordinates.Managed Research International Multicounty projects across the Middle East and North
Africa. Implementation of a recruitment quality control system with immediate effectQualify field offices in UAE, KSA, Libya, Algeria, and Morocco.Developed a training program for research and field team.Build an exclusive network of AB+ recruiters who are able to recruit A+ consumer.
Education• Human Resources Certificate. American University in Cairo (AUC)• Bachelor of Political Sciences. Faculty of Economics& Political science Cairo
University
Professional experience & significant achievements
TNS Qualitative Senior Field manager • Built a full- fledged national field force across of 30 members (part-time & full-time) capable of handling the most
sophisticated qualitative research methodologies. • Managed an exponential business volume delivering on quality and service excellence• Built a system of discipline, process and methodologies to mobilize the operations and ensure monitoring the
performance inside the department.• Built a network of A+ class, B2B and high-profile hard-to-recruit respondents to serve the client’s demands • Delivered exceptional client servicing in terms of handling clients’ complaints & responding to them, reporting field
progress & briefing them about recruitment process & techniques.• Successfully handled the fieldwork of all pharmaceutical business, both qualitatively & quantitatively.• Conduced training sessions for research department on the know-how of the qualitative fieldwork. • Conducted a learning program for the field people.• Responsible for writing the operations proposals and quotations for both internal and external clients.• Handled Multi-country projects management across the Middle east and North Africa • • Managed a diversity of qualitative methodologies; Affinity groups, Conflict groups, Diaries, safaris, future viewers,
ethno photographic research, creative labs, Mystery shopping, shop along, in home visits...etc • Re-vamped TNS qualitative fieldwork in the Local market.Achieved “Employee of the Year” award 2007-2008
Nielsen •Established and managed a Specialized network in recruiting A &A+ profiles , which is amongst the most difficult tasks.•Won “Art Award of achievement” (2005) for the consistency of recruiting A class as required and” Team award”2004.•Built and Managed a team of English and Arabic free lance transcribers.•Specialized and Fully In charge, along with a team of 4 persons, of the recruitment of the whole business of Vodafone Egypt . Including B2B,FGDs,IDIs,Mystery shopper and recruiting from list.
Farida ChaaraouiSenior Research Executive
Work Experience• Experience: 2.5 years• Moderated a large number of FGD and in-depth interviews as well as other
ethnographical approaches like home visits, shopping safaris and mystery shopping techniques in the local market (Cairo, Delta, Alexandria and upper Egypt) and the international market (Algeria, UAE).
Research Specialties: Ethnographic studies, Motivational segmentation studies, concepts
development, communication concept recycling, insight generation and product development studies
• Handled numerous projects mainly in lyfestyle understanding and FMCG sector covering different categories:
• Culinary, Botteled water, Beverages, Botteled water, Dairy, Creamer, Ice cream, Chocolate, Skin care, Deodorants
key accounts • Unilever Regional, Unilever Mashreq, Nestlé Egypt, and Cadbury
Education• Holds a bachelor degree in Management; The French University in Cairo
and Université de Nantes, France• Master 1, Gestion et systemes d’information, Universite’ de Nantes
Key& strategic projects portfolio
Unilever
• Insight activation for Deos 2008• Skin care communication development workshop Egypt , Kenya
2008 • Shopper motivational segmentation study 2009
Nestle
• Bottled water market exploration : Algeria 2008• Dairy concept generation workshop: Egypt 2009 • Shopper understanding: Egypt 2009 • Bottom of the Pyramid Understanding Culinary, Beverages,
Dairy: Egypt 2009
Mohamed Nabil HayekResearch Executive
Education• Holds a bachelor degree in Computer and Systems Engineering, Ain
Shams University
Work Experience• Experience: 4 years+• Freelanced as a research assistant in affiliation with many International
Universities and Research Organizations in the USA; Washington University, George Washington University, UCLA, West Chester University; and Denmark; Danish Institute of International Studies, University of Copenhagen.
• Specialized in Ethnographic Studies, Social and Civil Society Research, Semi-structured In-Depth Interviews and Participant Observation
• Conducted and moderated a large number of ethnographies and in-depth interviews in several regions across Egypt “Upper Egypt, Delta, Cairo and Alexandria” covering numerous civil society establishments such as: Sawiris Foundation, Vodafone Foundation, Egyptian Food Bank, Resala, Orman, EFG-Hermes Foundation
IRS… LIVING RESEARCH
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