Focus Groups in Dubai and Beyond
For companies or brands that are looking to carry out exploratory research such as testing consumer preferences or trends, focus groups serve as a useful research tool to help determine reactions or perceptions of participants.
Building on more than ten years’ experience in the UAE and GCC market, Panaly Consulting offers partial or full-service focus groups depending on the needs of the client, assisting with aspects such as recruitment, discussion guides, focus group facilities, moderation, reporting and analysis, etc.
Our team of consultants based in Dubai is well-versed in the subtleties of moderating and guiding open and participatory discussions to ensure the highest quality of results. Reflecting the multicultural nature of the UAE, moderation services are available in English, Arabic and French. Other languages may be available upon request.
The team at Panaly is able to leverage regional experience as well as expertise across a number of sectors. Panaly’s focus group services cover a variety of industries, including luxury retail, FMCG, hospitality, automotive, travel and leisure, etc.
A luxury British heritage brand
Following over 100 years in the luxury sector, the client found itself faced with growing negative perceptions of the brand and a disassociation with its reputation as a luxury fashion house. Keen to tap into the affluent markets of the GCC region, it wanted to first gain insight into the perceptions of its regional clientele along with non-client luxury consumers.
Building on an extensive network of high-net-worth-individuals, Panaly Consulting organized a series of focus groups in UAE, Kuwait, KSA and Qatar (including both expatriates as well as GCC luxury consumers). A number of in-depth interviews were also conducted with prominent influencers associated with the luxury industry. Panaly Consulting developed the discussion guide, managed the recruitment and moderation services, along with the analysis and reporting.
The insight and findings were then relayed back to the London head office, and implemented in subsequent decisions pertaining to buying as well as marketing and communications in the region.