The document introduces iQual, a market research and insights boutique based in the Middle East. It provides backgrounds on the founding partners and senior leadership of iQual, who have decades of combined experience working for large research firms. It also describes iQual's approach to research, focusing on deep insights, fresh thinking, robust execution and delivering what matters most to clients. Testimonials from clients praise iQual's flexibility, personalized service, and ability to provide high-quality insights on tight timelines.

1. research for the new world re-order.
getting to know us.

2. Ten years ago there was no social
media, no smartphones, no tablets
and Google was a private company.

3. If so much happened in the last decade…,
what can we expect in the next?

4. Four in ten researchers overall and almost 60% of
corporate research VPs expect major
transformation of market research by 2020.
One-quarter of corporate researchers
expect that the leading research
company in 2020 does not exist
today.
70% of those who believe this, expect the
transformation to be evident by
2015………..
The 2011 Cambiar Future of Research Study looked out to 2020 and heard from corporate researchers (N=160)
who have a wide range of experience, level and industry/company backgrounds, and from research company senior
executives (N=114).

5. Our “Arab”world is
changing rapidly.
The question is how
So is the fabric of do you get to know,
people’s lives, their understand and
hopes and fears, navigate in this new
habits and lifestyles, world REorder?
choices and actions.

6. We are iQual,
THE Middle East
research and
insights boutique.
iQual is a fresh approach
to a mature industry.
“We are not mainstream and
we will never be.”

7. We love to think.
Persistant to get the authentic answers.
We deep dive.
Beyond conventional market research.
We advise on what matters most.
Reveal facts and conclude realities.

8. We are
Committed to fresh thinking,
perfect execution and insightful
reporting.
Genuine to meaningful
innovation.
Passionate to our clients and
what we do.

9. We re a getting to
know people
company.
Bespoke approach
delivers superior
insights.
Personalized
VS Institutionalized.

10. our idea.
magic happens when
we deliver what really
matters most.

11. our idea.
magic happens when
we deliver what really
matters most.
live it in and out
Follow logical
fresh thinking
and apply robust
execution.
Listen to the
heartbeat of
brands, markets and
people.
Creatively interpret
insights

12. obey
basic rules
We tailor
every
study.
We invent
We do not a wheel
recycle with every
reports.
brief.

13. OUR APPROACH
1. 2. Think
Understand
BIG
DEEPLY
5.
Deliver
WHAT MATTERS
MOST
3.
Execute Design
ROBUSTLY
FRESH
4.
The Journey of Little Secrets.

14. Founded in January 2011by two of
the most experienced researchers in
the Middle East.
Our raison d etre is that now is
the time to deliver What
Matters Most.

15. Hany has 20 years of experience across EMEA and Hany is the M
anaging Par tn
AsiaPac with Nielsen, BP, California Garden, Unilever of Genius, the er
global growth
and Nivea in leadership and senior marketing roles
acceleration c
onsultancy-w
Peter Fisk, and ith
is the Middle
East Managin
g Director fo
Brand Finance r
and Middle E
Director for C ast
ambridge
Mar keting Co
llege.
Hany was the transformational Managing Director for Nielsen in North
Africa, ExCo member in Asia Pacific, India, Middle East and Africa, was a
member of the global innovation team the global communication
team, he introduced dozens of new value based services focusing on
growing clients’ business, expanded into new practices and made
Nielsen the undisputed research provider in the region, he was the
curator and producer of the legendary Consumer 360 conference.
WE ARE // Hany Mwafy / CHIEF ENERGY OFFICER
Holds MBA, business and law degrees, lectured for the
Chartered Institute of Marketing and Cambridge, a speaker in
An eccentric growth expert , brings the new and
global conferences; twice in TEDx and is the only Arab
different to any business, exceptional on vision,
marketing professional to stage next to Philip Kotler.
execution and value creation, does it always in
Hany lives in Dubai and Cairo
style, loves diving both sky and sea, appreciate arts,
design and good life.. ..devoted to achievements.

16. As one of the first Arab Conducted more
Worked across
research professionals, than 4,000 research
customized research
Perr y is considered a studies across every
in both Quantitative,
pioneer in the research industry and service
sectors in Egypt Qualitative, media
industry across the
the Middle East
and retail audit.
Middle East
“I have seen a lot but I haven’t seen enough… I am in it by choice and am loving it.” Perry Bahgat
WE ARE // Perry Bahgat / MANAGING PARTNER
Joined TNS Egypt to manage 80%
Joined TNS Dubai in a
of TNS’ North Africa business Established Expanded
leading position managing
Joined AC NIELSEN encompassing media, telecom, iQual with partnerships
regional Middle East key
Cairo
FMCG Non FMCG.
Marwa Farid
across MENA
accounts.
1993
2006
2008
2011
2012

17. Her contribution
extended to global
Marwa is the
development of new Conducted over 3,000
of
undis puted authority
innovative solutions, qualitative studies
rch in
qualitative resea
training grooming across telecom, FMCG,
.
the middle east
talents and leading banking, social, political,
automotive, real estate,
regional key
tourism…to mention a
accounts.
few!
Marwa spent her entire research career in the
“Research is my first love after my family and it
qualitative research and built the biggest
is my sacred passion.” Marwa Farid
qualitative department in Nielsen Middle East.
WE ARE // Marwa Farid / MANAGING PARTNER
Promoted to Head of Established iQual Expanded
Joined AC Nielsen as Promoted to Regional Qualitative Research / with Perry partnerships across
Junior Researcher
Research Director
North Africa
Bahgat
MENA
1998
2007
2009
2011
2012

18. Tas wor ked across
different cultures an
et d regions in
gen. of Mar k Nor th Africa, Middle
East and UK with glo
Tas is the Z h a modest house-hold brands. bal and
t
R esearch wi
o change the
aspiration t
ugh meaningful
She poses expert knowledge
wor ld thro of in Telecom,
. An addict
Technology, CPG and Durab
knowledge olitical and
les with
e, p special focus on quantitative
ench cultur e spanning
Fr
, di ving and fin
soc ial reforms
tracking and ad-hocs… Tas le
ads the
coffee.
digital game changing project
s for iQual
developing the next big thin
gs.
“Research is my passion..I love it! facing new challenges, seizing new opportunities and
discovering your own unique potential....it is my passion said I J” Tasbih Mohamed
WE ARE // Tasbih Mohamed / RESEARCH DIRECTOR
Joined TNS UK, Joined Synovate heading Research Manager
Joined iQual as
Technology Practice the technology sector in for Dr. El Baradei
Joined TNS Egypt Research
working in Nokia Egypt North Africa.
presidential
North Africa
Director
global team
campaign
2005
2008
Jan 2011
August 2011
2012

19. ive Menna strives to
as extens h
Menna h
M enna h in researc continuously as mana
ce t
ged both
e xperien a, Middle Eas generate value- Qualitat
ive and
ss Afric he enjoys
adding insights that Quantita
acro .S tive stud
ies acros
and Tur key ting and is
aid business decision FMCG, t
elecom, s
in
trave lling, pa ocolate.
making and influence and soci b
al resear anking
h
addict ed to c
brand strategy.
ch amon
other s
g
On both the agency and client side, Menna has worked “I love that research brings me closer to all kinds of
on strategic and innovation research projects with the people, opens infinite doors for creativity and
objective of achieving the best marketing mix and enables me to make a difference.” Menna Edrees
ultimately driving growth.
WE ARE // Menna Edrees / RESEARCH DIRECTOR
Joined Unilever Gullf; Re-joined Synovate Joined
Joined Synovate UAE Joined Unilever
Joined Synovate Regional CMI team for heading the Unilever iQual as a
managing regional key MASHREQ;
Egypt
Africa Middle East business in Middle research
accounts
Regional CMI
Turkey
East and North Africa
director
2004
2007
2008
2010
2011
2012

20. He is a globa
l
e n in the y authority in th
has be industr e
Lenny search
research busin
ess
Ma r ket Re s in various
and a though
t after
for decade oles, most
speaker on th
e
levels r ll future of mar
senior as CEO of fu
ket
notably ag encies
research
He lives in Atlanta, GA with
s er vice
his 4 children, should- be-
Sainted wife, 2 dogs and a
clinically insane cat.
!
Lenny is the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends
Report. a key consultant to numerous market research agencies. He is involved with
numerous organizations including The ARF, NY AMA, NewMR MRGA, Chairs
Leonard Murphy / GLOBAL INNOVATION ADVISOR
I fell in love with iQual from the first sight, the people, the vision behind it and their passion of doing
something really meaningful excited me to be be part of this team and the cause, It s exciting to
bring the future of market research to the Middle East through iQual same time as it is happening in
the developed market – Thomas Freedman was right…..the world is flat.

21. We are in the ANSWERS
business. Our core expertise is in
market research and
information consultancy.
OUR SCOPE
People
Sectors
Consumer Electronics
Retail Financial
Consumers
Packaged
Distribution
Services
Goods
Durables
Youth
Children and Kids
Telecom
Media Education
Oil Gas
Electorates
Publishing
Training
Technology
Hard–to-Reach
Employees
Tourism, Industrial
Travel Public Political
Leisure
Service
B2B
Trade, Business Industrial

22. ORGANIC Qualitative
INSIGHTFUL Quantitative
OUR
Hybrid iQQTM
CAPABILITIES
Services
Techniques
Markets and Categories
Innovation
Focus
New Products and Concepts
Sensory Workshops
Online
Groups
Tests
With Surveys
IDIs
Consumers
Marketing Mix
Trade and Channel
Multi Conjoint Text and
Variat and Trade Data
Mobile
Pricing
Analysis
Off
Analytics
Surveys
Segmentation
Positioning
Neuro- Behavioral Econome-
Biometrics
science
Economics
trics
Advertising, Communication
and Media

23. Global Connectivity
through partnerships and alignments
Biometrics developed by MIT powered by Affectiva
Neuroscience powered by Forbes Consulting
Mobile research powered by On Device Research
Behavioral Economics powered by HotSpex
Online powered by Reality Mine and Pure Profile
Text and data Analytics powered by Decooda
Innovation worshops powered by +genius
MRoI powered by Brand Finance

24. RECENT SUCCESSES
FMCG
Telecom and Technology

25. RECENT SUCCESSES
Political
Mr. Amre Moussa
Dr. Mohamed El Baradie
Dr. Mohammed S. El Awa
Presidential Campaign
Presidential Campaign
Presidential Campaign
Professional Services

26. RECENT SUCCESSES
Various
In Banking, Building Materials, Education, White Goods, Durables and
B2B

27. Bahia Obeid
Consumer Insights Manager
Vodafone Egypt
iQual understand that the essence of research is people, the relevant experience and the personal
dedication are the two distinct advantages of iQual -they have the collective experience of the global
agencies and they apply it in an unprecedented way with innovation and business sense. They know what
research should do to the business, this is evident in their fresh thinking, quality of execution and their
recommendations are beyond the obvious and always give us insights to push business forward, with iQual
our research budget is an efficient investment and effective exploration of competitive edge.
Yasmeen El Boghdady
testimonials
Strategy, Insights and Research
Vodafone Egypt
iQual always showed high flexibility and understanding, they
do deliver on their promise of personalized service. They truly
understand the nature of the telecom industry in terms of
speed and dynamism while delivering without fail high quality
insights at very tight timelines and with positive disposition.
Mona Al Banan
Brand Advertising
Vodafone Egypt
iQual are young at heart, energetic with enthusiastic work style, they are really different from all other agencies.
Speed is important to us as well as quality insights. With iQual we get both and their recommendations are
always impactful. They are well aware of the Telecom business challenges and competitiveness in which always
makes our brief to them an easy task. Quality is represented throughout the research process from field
recruitment, experienced moderators to insightful findings.

28. Ahmed El Kobtan
Regional Insights Manager, Pepsi Lipton International
Pepsico Asia, Middle East and Africa
I can always depend on iQual, when we have a complicated study
that requires a clear way forward, their innovative approach and in
depth analysis have always worked for us, their fresh thinking and
models provide superior insights and their quality of execution is
outstanding specifically the selection of respondents and the
exceptional moderation, and they are very pleasant to work with.
testimonials
Yasmine Abdul Aziz
Research Manager
Edita
iQual is a true example of the right mix of professionalism, experience and care for their
business partners. They showed exemplary understanding to our needs and flexibility to change
to better suit our issues. Their recruitment of respondents is spot on, high quality reporting with
relevant recommendations that reflect their deep understanding of the business, besides all
that… they’re fun to work with.

29. Randa Hagag
Marketing Communication Director
Dr. ElBaradie's Presidential Campaign
This is one impressive piece :-) I
couldn’t let go before I finish it all.
Osman Badran
Managing Partner, Founder
testimonials
Brand Bees
iQual redefines research by paying careful attention
consideration when collaborating with us to deliver
compelling brands. For us, they are the right research
partner.
Seif Rateb
Brand Manager
Americana
We truly do appreciate the work that iQual did, the
technical expertise and personal service are outstanding
coming at excellent value. Their report was simple, insightful
and freshly informative. With such work we confidently
proceeded with our marketing investment.

30. Reach and coverage across Middle East and North Africa
Visit us
www.iqual.co
Operating offices in Cairo, Egypt and Doha, Qatar
Contact us
Representative offices in Dubai, UAE and Georgia, USA
ASK@iqual.co

31. 11/12, Mostafa Refaat St.
602, NBKS Building
Sheraton Buildings, Heliopolis
P.O.Box 23183
Cairo, Egypt
Doha, Qatar
Telephone +20 2 22 66 6294
Telephone +974 44 36 4901