Thinking of investing in Iran?

Understanding this phenomenon and other aspects of contemporary Iranian consumer culture is fundamental to any company thinking of entering this huge market.

Some of the key questions facing such companies are:

• How does Iran compare with other regional markets in terms of macro economics

• How is the role of women changing in Iranian society

• What are the hopes and aspirations of urban youth in Iran

• How is Iran different in terms of culture compared to Arab societies

• Why do Iranian men wear coats but no ties! ?

The need for more understanding
Following the opening up of the Iranian market recently, there is a need to understand the Iranian landscape in terms of culture, lifestyles, personal aspirations, daily routines, shopping habits, the impact of branding and advertising, and the media consumption habits of the Iranian consumer, etc.

TNS/NFO has now published a syndicated, path breaking study on the landscape of Iran, 'Persians as Consumers'. This study challenges many myths and gives a wealth of information which can act as a practical handbook to any company thinking of entering the market.

The country has a series of dichotomies that are surprising at a superficial level, but have clear reasons to co-exist. The marketplace is strife with a range of products - from international brands to local clones. Local advertising is rudimentary, but co-exists with international campaigns from brands such as Swatch and Hugo Boss. Selling outlets range from local 'baqalis' to large hypermarkets.

The recent study has found that a re-evaluation of beliefs has led to a fragmentation in society and the emergence of a different breed of consumers. This detailed look into contemporary consumer psyches is providing unique insights for our clients, most of whom are now revising their brand positioning and communication strategies to take account of what the study shows.

The survey included a multi-tasked approach to obtaining, analyzing and presenting information in a multi-media format. These included extensive qualitative research, ethnographic observations, expert interviews, media scanning, souk visits, published secondary sources and videography of consumers' lives.

The culmination of the analysis is an extensive presentation covering all the areas that would be of interest to anyone marketing, advertising or planning to enter the Iran market.