Point Consultancy launches its FMCG research and consulting division, Ignite

Ignite is conceived in the context of a greater need for a research offering that is specialized for the FMCG sector, which is fast growing and highly dynamic in the Middle East and North Africa.

It will operate around the world for its clients, although the core region of expertise will be the MENA region, considering the team's solid local and regional experience.

Ignite consultants are from varied backgrounds, such as qualitative research, psychology, brand strategy and advertising, bringing in a strong multi-disciplinary approach to clients' marketing issues.

Ignite's work model is called 'Ignition Journey'; a unique approach wherein consultants embark on a three-phased journey to provide actionable, tangible business results to clients. Ignition Journey is designed, considering the current limitations of research in aiding business strategy, and at the same time, not forgetting the budget and time limitations that FMCG clients often have. It involves simple steps that most multi-national research agencies do not follow, but which could potentially make a significant difference to the client's business. Instead of providing mere findings, Ignition Journey assumes a far bigger role.

Ignite has also developed specific tools for the sector that are intended to address certain marketing issues. The range of product offerings include: Ideashop (a set of tools designed to help clients create or develop or recycle concepts), VirtualFocus (quick research solutions that are conducted online), Retail Story (a shopper package to understand how the consumer thinks and behaves in-store) and Ignition Safari (an inspiring journey to unearth consumer insights in a conducive, external setting).