Audience insight: UAE and KSA Mums – a needs & values analysis
For audience insight UAE and KSA mums, marketers are often at odds on how to find true, quick insight into the segment. If you've landed here please check out Part One of this series on Audience insight: UAE and KSA mums. As audience-first marketers, we focus first and foremost on understanding the people our brands need to reach - identifying the key characteristics that make up their personalities and shape their interactions with the world.
How the GCC Traveller is Preparing for 2022 – Part One: Travel Destinations
If 2020 was the year the world stood still, 2021 was set to be the year of the comeback. But, unfortunately, due to a mix of new variants, varying government legislations, and general public unease, COVID didn’t quite allow the GCC traveller to travel the way we wanted. But that didn’t stop people’s wanderlust. And indeed, citizens and residents of the Gulf Cooperative Council (GCC) countries (Oman, United Arab Emirates, Qatar, Saudi Arabia and Kuwait) have made their intentions for travel quite clear online. And with 2022 looking the most promising year yet, thanks to scientific developments and widespread successful vaccination programmes, travelling is set to be high on most people’s 2022 bucket list.
How the Omicron variant has shifted consumer sentiment in the UAE
A bump, then a boost. That’s what the last week of November and the first week of December looked like for consumer sentiment in the UAE on news of the Omicron variant. On the 26th of November, the WHO declared the COVID-19 variant ‘omicron’ a variant of concern. The same day, oil dropped 10%, while stocks […]
Using Arabic dialect understanding for consumer research
The limitations of social listening, particularly in languages that are not English, are plain to see across projects and insights when you’re trying to use commercially available software for research. One of the primary frustrations is the accuracy of the machine-learning results from those efforts, particularly in Arabic – they don’t work. It’s why we […]
YouTube losing the viewership battle in the GCC
Social video viewership and performance – GCC We took a step back from our last article: When is a view not a view, where we did a deep-dive into the advent of the Instagram Reel; to look at the overall performance of video across the 3 major platforms; Instagram, YouTube and TikTok in the GCC. […]
The who, where and why of Arabic student travel trends
With the Saudi market representing the largest percentage of the Arabic travel conversation in the GCC, as uncovered in our last travel article; “GCC’s travel intent rises steadily. Who are the audiences driving the demand?”, it is no wonder that the major demographics were male youth.
Arabic Instagram content – best length and type of content.
Arabic Instagram content is different to the world at large. With the obvious difference, language, aside – what are the main drivers of engagement? What can we learn from the data that can help shape our social strategies? We put our Sila tool to the test to better understand what content drives the most engagement […]
GCC’s travel intent rises steadily. Who are the audiences driving the demand?
The devastated tourism sector will be happy knowing a healthy and rapidly growing appetite for travel within the GCC, with travel demand rising. With the increase in travel signals, we’ve been able to track a more in-depth set of trends and insights from GCC travellers. With GCC rising travel demand is being met with the obvious […]
Ramadan insights for 2021: A DEconstructing series webinar replay
D/A held a webinar to share insights garnered from our Sila tool and interpreted by our D/A Labs team. The focus of this was to understand better what happened in the consumer’s eyes during Ramadan 2021 in Saudi Arabia & the UAE. DEconstructing: Ramadan 2021 D/A Paul Kelly was joined by Dr James Piecowye from […]
Is organic part of the UAE and KSA health conversation?
FMCG brands in the MENA region are investing in the worldwide organic produce trend with heightened marketing efforts on the shelf and online, communicating the lifestyle and health benefits of buying organic. In response, consumers are becoming more conscious, but is the conversation one-sided? Collecting ambient feedback via our Arabic AI platform, Sila, and deep-diving […]
