IRS Credentials

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IRS Credentials- Entailing the agency philosophy, approach, geographic reach, areas of expertise as well as the management, research and operations team biographies.

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IRS Credentials

  1. 1. Intelligent Research Solutions<br />Credentials Presentation<br />
  2. 2. Our Story<br />In 2010 a team of experienced and passionateMarketing researchers and marketers decided to push the limit to reshape the highlights of the research industryin the region by establishing a pioneering Local consultancy and research company with International standards.<br />Led by Samar Abdelaal, this team took the initiative to leverage its extensive global and multinational exposurealong with its profoundimmersion within the local market to Intelligent Research Solutions resonating with clients need to optimize their business decisions. <br />IRS naissance is the beginning of the story, and with every success, every milestone a new chapter is formulated… <br />
  3. 3. Company Profile <br />IRS Marketing Research, is a qualitative marketing research boutique, providing actionable andmeaningful marketing research services to clients.. <br />We are distinguished by our extensive expertise, Local and regional know how, diversity of disciplines, innovative spark, good relations with clients, talented passionate employees and enthusiasticspirit.<br />IRS team builds on providing its clients with a close working relationship, “hands on” approach, and customized solutions.<br />
  4. 4. Our Vision <br />To be globally recognized as an authentic leader of the industry with boundless approach and reach; setting benchmarks for the best practices with its infinite talent, experience and expertise.<br />IRS…LIVING RESEARCH<br />
  5. 5. Analytical <br />Why Intelligent? <br />Influential<br />Empathetic <br />Timely<br />Smart<br />Deep <br />Intuitive<br />Innovative <br />Visionary <br />Efficient <br />
  6. 6. we enthusiastically wake up every morning looking forward to this ‘Zest’ feeling that we get when we do our job<br />Quality, Time & Cost <br />Our own finger prints mark everything we do <br />Consistently committed to deliver value in every single task we do.<br />We customize research approaches to provide innovative consultancy<br />Open to various cultures& mindsets, open to novelties, open to life<br />Each project is a new born for us. We take pride in every step of the process till we deliver the final piece<br />We constantly push our minds’ limits to see beyond the givens<br />WE STAND TRUE TO OUR VALUES<br />Our Values<br />Integrity <br />Efficiency<br />Innovation<br />Thinking<br />Openness<br />Accountability<br />Ownership<br />Passion<br />Originality <br />“We Walk the Talk” <br />
  7. 7. Our Offering <br />IRS caters to clients with interests in both the consumer and business sectors on a local, regional, and international basis. <br />IRS qualitative team is fully immersed into the local culture with a profound understanding of its multi-facets and different textures. And a multidisciplinary background grounded in Sociology, anthropology, and economics, <br />IRS qualitative offering is equipped with a well structured and highly qualified field force which caters to all qualitative research methodologies and designs<br />Focused customized solutions<br /> and premium services with a competitive pricing approach. <br />
  8. 8. Our Areas Of Expertise<br />Insight Generation workshops <br />Ethnographic Studies<br />Shopper Insights<br />Bottom of the <br />Pyramid Studies<br />Lifestyle Understanding and Segmentation<br />Concept labs <br />Product Concept testing<br />Pharmaceutical Research <br />
  9. 9. Methodologies<br />FGDs <br />MGDs <br />In-depth interviews- -paired-triads<br />Conflict groups <br />Deliberative groups<br />In home visits<br />Ethno photography/Ethnography<br />Mystery shopping-Mystery seller Shop-along<br />Diaries placement<br />Safaris<br />Isle intercept-Exit interviews<br />Car clinic<br />Ethnography and video diaries<br />Blog discussions and analysis<br />Future Shaper discussions and panel development<br />Online Ethnography<br />
  10. 10. Qualitative Fieldwork<br /> Recruitment <br /> Field set up & logistics<br /> Moderation<br /> Simultaneous translation <br /> Transcription& Tabulation<br /> Quality assurance procedures<br /> Geographic coverage <br />
  11. 11. Recruitment<br />Respondents profile: <br />High end consumers: <br />Specialized/dedicated forces to recruit A+ /A respondents<br />Low end consumers: <br />B-C-D-E.<br />Consumer panels<br />Psychographic recruitment <br />Early adopters<br /> Trend setters<br />Motivational/attitudinal segments <br />Experts:<br />Embassies, Commercial Attachés<br /> Chambers of Commerce<br /> NGOs<br />Government Officials<br />
  12. 12. Field set up&Logistics<br />
  13. 13. Venues<br /> Separate FGDs rooms with relaxed and proper atmosphere that suite different needs, one to one interviews, focus group discussion, SEC’s and consumer profiles. <br /> DedicatedIT support team<br /> Viewing facilities/one way mirror<br /> Large Screen TV, DVD & AUDIO in each room. <br /> DVD & Audio recording of your sessions. Digital Audio recording available on request<br /> Easily accessed<br /> Wide variety of client catering options<br /> On line viewing facilities<br /> Dubbing facilities<br />
  14. 14. Logistics<br />Flexible and varied plans for accommodations for outside Egypt clients<br /> Car reservations<br /> Airport pick ups<br />
  15. 15. Moderation<br />Qualified team of moderators with diversity in:<br /> Education<br /> Languages<br /> Genders<br /> Ages<br /> Researchyears of experience andbackgrounds<br /> Diversity ofindustry /market sectors and qualitative methodologies<br />
  16. 16. Simultaneous Translation<br />A qualified academic team of translators for different languages:<br />English<br />French<br />
  17. 17. Transcriptions& Tabulation <br />Transcriptions according to specific and clear rules and procedures in different languages:<br /> Arabic<br /> English<br /> French<br /> Note taking following a template format in different languages<br /> Dedicated team for griddingand tabulation<br /> Well structured gridding templates. <br />
  18. 18. Quality Assurance Procedures<br /> Qualified team of project managers ensuringoptimum quality andmeeting dead lines.<br /> Qualified team of supervisorsreporting to project managers.<br /> RobustScreeners.<br /> Telephonecall back checks. <br /> Face to face back check upon respondent arrival.<br /> Exclusive and updated data base across ages, genders, life styles, etc.<br /> Ensuringgeographic representation of participants.<br /> Over recruitment. <br /> Personality test toensure recruiting articulate respondents.<br />
  19. 19. Geographic Coverage<br />Egypt (rural and urban): <br />Upper Egypt<br />Sinai<br />Delta<br />Suez Canal <br />Africa:<br />Algeria<br />Morocco<br />Libya<br />Sudan<br />South Africa<br />South Africa<br />Levant:<br />Syria<br />Jordan<br />Lebanon<br />GCC<br />
  20. 20. Management&Research Team<br />
  21. 21. Samar Abdelaal<br />Managing Director<br />Work Experience<br /><ul><li>A total number of 11 years of experience in the field of marketing research handling research in Middle East, Africa.
  22. 22. Handled diversified management roles and responsibilities across different Multinational marketing research agencies GFK, NFO, TNS& Synovate.
  23. 23. Handled marketing research studies across Middle East and Africa (UAE, Saudi, Qatar, Yemen, Syria, Lebanon, Tunisia, Egypt, Morocco, Libya, Algeria, Sudan, Uganda, and Ghana).
  24. 24. Provided consultancy and business recommendations to key global, regional and Local accounts; Unilever, Nestle, Coca-Cola, Americana, Cadbury’s, Kraft, Citibank, BAT, Egypt Air,
  25. 25. Al Futtaim, Juhayna, Sanofe Aventis, GSK, Novartis.
  26. 26. Samar Abdelaal’s Specialties:
  27. 27. Specialized in FMCG, Healthcare, Technology, Real Estate, and Aviation.
  28. 28. Specialized in ethnographic studies / Motivational Segmentation /Trends- spotting/ Brand Equity/ Communication development / / Concepts recycling/ Loyalty & Satisfaction/ Shopper studies
  29. 29. Applied innovative qualitative techniques and methodologies; Observational techniques, Mystery selling, Ideation, Consumer Safaris, Ethno-photography.
  30. 30. Education
  31. 31. Bachelor Degree in Journalism and Mass communication American University in Cairo
  32. 32. Master’s Degree in Anthropology and Sociology American University in Cairo
  33. 33. Certified Dale Carnegie Trainer
  34. 34. Trainings:
  35. 35. NeedScope
  36. 36. Qualitative train the trainer
  37. 37. Ideation training
  38. 38. Diagnostic consulting </li></li></ul><li>Key& strategic projects portfolio <br />Unilever<br /><ul><li>Consumers’ Motivational Segmentation study 2002
  39. 39. Insight activation for Low Income Consumers 2003
  40. 40. Triggers & Barriers for Deos: Egypt 2003
  41. 41. Archetypal tea development 2006
  42. 42. Skin care sensorial exploration 2007
  43. 43. Insight activation for Deos 2008
  44. 44. Skin care communication development workshop Egypt , Kenya 2008
  45. 45. Shopper motivational segmentation study 2009 </li></ul>Nestle<br /><ul><li>Bottom of the Pyramid dairy concept evaluation: Yemen , Syria, Saudi 2007
  46. 46. Beverages motivation segmentation: GCC 2006
  47. 47. Bottom of the Pyramid culinary concepts evaluation: Egypt, Sudan, Ethiopia 2009
  48. 48. Dairy concept generation workshop: Egypt 2009
  49. 49. Shopper understanding: Egypt 2009
  50. 50. Bottom of the Pyramid Understanding Culinary, Beverages, Dairy: Egypt 2009</li></ul>CocaCola<br /><ul><li>Youths profiling and segmentation study Egypt 2008
  51. 51. Communication concept ideation workshop 2008
  52. 52. New communication Campaign evaluation 2009
  53. 53. Understanding teens in Egypt 2009
  54. 54. Celebrity evaluation study Egypt 2009</li></ul>Aviation<br /><ul><li>Travelers motivational segmentation for aviation corporations: East Africa, West Africa, Egypt 2009
  55. 55. Communication Concept development and evaluation: Egypt 2009 </li></ul>Healthcare<br /><ul><li>The New Billion Customers segmentation study, Egypt 2009
  56. 56. New vaccine Launch concept evaluation, Egypt 2009 </li></li></ul><li>Asmaa El Zawahry<br />Operations Manager<br />Work Experience<br />6 years of experience in the field of project management and operations where I handled senior and management roles in a diversity of multinational and local agencies; Nielsen, TNS, Logic Research International. <br />Managed an array of strategic projects across Middle East and North Africa Region for key clients namely: Etisalat, Unilever, Nestle, Coca cola, Cadbury,Nokia,BAT,Materfood,Kraft,Ericsson,GM,Amricana,City bank ,Pepsi,Vodafone,HP,Google, Eva,B-tech.National bank of Egypt, Cook door, Coldwell banker<br /> Specialties:<br />FMCGs, Banking, Telecommunication, Automotive, Technology, Health Care, Skin Care, Image Research, Real Estate …..Etc <br />Logic Research International:<br /> <br />Operations manager :<br />Handled qualitative and quantitative field operations for the local and regional projects <br />Developed a full fledged quall/quant field force of 20 subordinates.<br />Managed Research International Multicounty projects across the Middle East and North Africa.<br /> <br />Implementation of a recruitment quality control system with immediate effect<br />Qualify field offices in UAE, KSA, Libya, Algeria, and Morocco.<br />Developed a training program for research and field team.<br />Build an exclusive network of AB+ recruiters who are able to recruit A+ consumer.Education<br /><ul><li>Human Resources Certificate. </li></ul>American University in Cairo (AUC)<br /><ul><li>Bachelor of Political Sciences.Faculty of Economics& Political science Cairo University </li></li></ul><li>Professional experience & significant achievements<br />TNS Qualitative Senior Field manager <br /> <br /><ul><li>Built a full- fledged national field force across of 30 members (part-time & full-time) capable of handling the most sophisticated qualitative research methodologies.
  57. 57. Managed an exponential business volume delivering on quality and service excellence
  58. 58. Built a system of discipline, process and methodologies to mobilize the operations and ensure monitoring the performance inside the department.
  59. 59. Built a network of A+ class, B2B and high-profile hard-to-recruit respondents to serve the client’s demands
  60. 60. Delivered exceptional client servicing in terms of handling clients’ complaints & responding to them, reporting field progress & briefing them about recruitment process & techniques.
  61. 61. Successfully handled the fieldwork of all pharmaceutical business, both qualitatively & quantitatively.
  62. 62. Conduced training sessions for research department on the know-how of the qualitative fieldwork.
  63. 63. Conducted a learning program for the field people.
  64. 64. Responsible for writing the operations proposals and quotations for both internal and external clients.
  65. 65. Handled Multi-country projects management across the Middle east and North Africa
  66. 66.  
  67. 67. Managed a diversity of qualitative methodologies; Affinity groups, Conflict groups, Diaries, safaris, future viewers, ethno photographic research, creative labs, Mystery shopping, shop along, in home visits...etc
  68. 68. Re-vamped TNS qualitative fieldwork in the Local market.</li></ul>Achieved “Employee of the Year” award 2007-2008 <br />Nielsen<br /><ul><li>Established and managed a Specialized network in recruiting A &A+ profiles , which is amongst the most difficult tasks.
  69. 69. Won “Art Award of achievement” (2005) for the consistency of recruiting A class as required and” Team award”2004.
  70. 70. Built and Managed a team of English and Arabic free lance transcribers.
  71. 71. Specialized and Fully In charge, along with a team of 4 persons, of the recruitment of the whole business of Vodafone Egypt . Including B2B,FGDs,IDIs,Mystery shopper and recruiting from list. </li></li></ul><li>FaridaChaaraouiSenior Research Executive <br />Work Experience<br />Experience: 2.5 years<br />Moderated a large number of FGD and in-depth interviews as well as other ethnographical approaches like home visits, shopping safaris and mystery shopping techniques in the local market (Cairo, Delta, Alexandria and upper Egypt) and the international market (Algeria, UAE).<br />Research Specialties: <br />Ethnographic studies, Motivational segmentation studies, concepts development, communication concept recycling, insight generation and product development studies<br />Handled numerous projects mainly in lyfestyle understanding and FMCG sector covering different categories:<br />Culinary, Botteled water, Beverages, Botteled water, Dairy, Creamer, Ice cream, Chocolate, Skin care, Deodorants <br />key accounts <br />Unilever Regional, Unilever Mashreq, Nestlé Egypt, and Cadbury<br />Education<br />Holds a bachelor degree in Management; The French University in Cairo and Université de Nantes, France<br />Master 1, Gestion et systemesd’information, Universite’ de Nantes<br />
  72. 72. Key& strategic projects portfolio <br />Unilever<br /><ul><li>Insight activation for Deos 2008
  73. 73. Skin care communication development workshop Egypt , Kenya 2008
  74. 74. Shopper motivational segmentation study 2009 </li></ul>Nestle<br /><ul><li>Bottled water market exploration : Algeria 2008
  75. 75. Dairy concept generation workshop: Egypt 2009
  76. 76. Shopper understanding: Egypt 2009
  77. 77. Bottom of the Pyramid Understanding Culinary, Beverages, Dairy: Egypt 2009</li></li></ul><li>Mohamed Nabil HayekResearch Executive <br />Education<br />Holds a bachelor degree in Computer and Systems Engineering, Ain Shams University <br />Work Experience<br />Experience: 4 years+<br />Freelanced as a research assistant in affiliation with many International Universities and Research Organizations in the USA; Washington University, George Washington University, UCLA, West Chester University; and Denmark; Danish Institute of International Studies, University of Copenhagen.<br />Specialized in Ethnographic Studies, Social and Civil Society Research, Semi-structured In-Depth Interviews and Participant Observation<br />Conducted and moderated a large number of ethnographies and in-depth interviews in several regions across Egypt “Upper Egypt, Delta, Cairo and Alexandria” covering numerous civil society establishments such as: Sawiris Foundation, Vodafone Foundation, Egyptian Food Bank, Resala, Orman, EFG-Hermes Foundation<br />
  78. 78. IRS… LIVING RESEARCH<br />

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