NFO launches quantitative follow-up to Arab As Consumer

Dubai, United Arab Emirates -- That survey provided an in-depth look at the Gulf Arab consumer psyche and gave insights into their modern lifestyles and how they relate to marketing and brand communications. It identified 4 major consumer clusters:

Muhafizeen (Conservatives)
Mutazineen (Well-balanced)
Osaryeen (Family-oriented)
Motamarideen (Rebels)

The new quantitative study is based on 3150 face to face interviews with Saudis across 13 cities. It profiles Saudi consumers in the following ways:

Demographics
Psychographics
Media habits
Regular brand across 47 categories

The data will be provided with a desktop software that will allow clients to interrogate the database and run cross-tabulations. These will allow complete profiles of BMW drivers, Coke drinkers, Saudi American bank users - just to name a few examples - in terms of their demographic, psychographic and media profiles as well as information on other brands that they personally use.

Psychographic section
This includes:

Extent of agreement or disagreement with 20 life attitude statements

Perceptions of how they are seen by people who know them

Ideally, how they would like to be seen by others

Key guiding principles in life

Famous personalities they admire

Media section
This is a comprehensive section including:

Television channels watched regularly

Frequency of watching TV channels

Types of TV programmes watched yesterday by time slot

TV programmes they make a point of watching regularly

Enjoyment of diiferent types of TV programmes

Frequency of listening to the radio

Radio stations listened to in last 3 months and frequency of listening to each

Newspapers read nowadays and frequency of reading

Monthly and weekly magazines read nowadays and frequency of reading

Whether the Internet is used

Frequency of going online

Length of average online section