Two prominent organisations of the Middle East have announced they are launching an intensive study targeting online users to help marketing officials understand their customer potential.
NFO Middle East & Africa, the largest custom marketing research company in the Middle East and part of global research leader NFO WorldGroup, and Maktoob.com, the world's largest Arab online community, have decided to join forces in the endeavour.
"The study is aimed at providing 'marketers' with a better understanding of the demographic and psychographic profiles of Internet users and their behaviour. The study will supply marketers with the necessary tools to better formulate their online marketing strategies," a joint statement said.
"NFO Middle East & Africa feels that by utilising Maktoob's demonstrated reach among online users in the Arab world, this study will help us and our clients learn more about the habits and needs of the fast-growing numbers of Arab consumers who are online," said Stephan Hamilton Clark, managing director of NFO Middle East & Africa (Arabian Gulf). The multi-phase pan-Arab syndicated online study by NFO Middle East & Africa and Maktoob.com will be conducted among more than 700,000 Internet users from Egypt, Lebanon, Saudi Arabia and UAE. A pilot study estimated a response rate of 7000 Arab Internet users. More Arab countries will soon be added, the two companies said.
"This study will go a long way in helping advertisers and 'marketers' to maximise the effectiveness of their online and offline marketing plans in the region. We're especially pleased to be working with NFO WorldGroup, the world's leader in online research, on this first-of-its-kind project in the region," said Hussam Khoury, president and chief technology offficer at Maktoob. NFO WorldGroup has facilitated Fortune 500 clients' business decisions for more than 50 years by providing in-depth knowledge and understanding of consumers and brands through research. Their services include comprehensive counsel on market evaluation, product development, brand management, customer satisfaction, pricing, distribution and advertising effectiveness. NFO maintains one of the world's largest interactive panel communities and is one of The Interpublic Group of Companies with majority-owned operations in 40 countries.
Since its launch in October 1998, Maktoob.com has played a crucial role in uniting Arabs worldwide by providing sophisticated and reliable web-based communications and community tools, including the Arab world's first free bilingual Web-based email service. It currently boasts of a base of more than 2 million registered members worldwide. Besides the free email service, the company offers a range of interactive web-based facilities including Voice Mail, WAP, a comprehensive business directory, Arabic music, chat, online auction, electronic greeting cards and information services.
