Maktoob Research introduces pioneering research concepts to the Arab world

The Online Research Community initiative will constitute the building of customized online consumer societies that provide companies immediate access to product feedback allowing them to obtain valuable insights into their customers' behavior, perception and preferences.

An interactive web-based forum where companies can post topics and questions and can chat directly with their customers; for example, a company wishing to receive feedback from their existing customers on a particular service or a specific business aspect can post topics about the same and chat directly with the customers to know their views and opinions first-hand.

Online Research Communities promise to help companies to ensure consumer insight at the heart of every decision-making process.

"Although the Arab world took a while to fully wake up to new media-based market research techniques and the benefits they offer, recent times have seen a dramatic change in the situation as companies seek newer, more effective ways to reach out to consumers and to understand their needs and expectations better," said Tamara Deprez, Research Director, Maktoob Research. "Today, conventional market research methods are increasingly being shed in favor of an innovative, high-impact approach whereby companies can quickly and cost-effectively reach target respondents. It is this growing demand for credible and inventive methods of research that Maktoob Research hopes to address by launching the region's first Online Research Community and SMS-based research initiative."

"As the Middle East's only online research specialist that is integrated with the region's largest online consumer database, Maktoob Research is uniquely positioned to provide quick and reliable information on market trends, product/brand awareness and consumer preferences that would allow clients to make timely and informed business decisions," Deprez added.

The Online Research Community is designed to help companies build a genuine two-way relationship with their customers. It allows companies to post any number of topics, issues and questions at no additional cost, and companies can extend their online community beyond the agreed period should they so prefer.

"Regional companies set to launch new products in the market will find the Online Research Community an invaluable tool, as they would be able to enjoy the availability of feedback from their customers throughout the development process. This would allow them to simulate the entire launch cycle - they can test the product, review feedback and make suitable modifications if necessary before going ahead with the actual launch," Deprez said.

Maktoob Research's Mobile Research initiative allows clients to receive quick responses for targeted queries. An SMS invite with a WAP (Wireless Access Protocol) link to a short survey will be sent to pre-targeted mobile users, who then reply back with their responses.

Mobile Research is particularly beneficial to companies requiring instant feedback on live or just-concluded events. An excellent example would be to use the Mobile Research tool to ascertain brand awareness of sponsoring brands right after a football game, a concert or a conference.

The market for online research has developed into a highly active field in many parts of the world. According to Esomar Online Research Forum, online research today accounts for more than 40% of all research spending in the US and Europe, while in the Netherlands, online research has overtaken even conventional methods of research and now accounts for over 60% of all research conducted. Total spending on online research in 2006 was estimated at $2.6bn, a 25% increase over the previous year.

The concept of online research is picking up speed in the Middle East, too, thanks to a steady growth in internet penetration and increased awareness of successful global research techniques. The internet is estimated to be gaining 10 million new users in the region every year. The UAE already has an internet penetration of 54%.