This document outlines a proposed market research study in Iran. It will examine consumer behavior in several major Iranian cities among different demographic groups, including youth, housewives, and males/females. Ethnographic research methods like home visits and interviews will be used to understand lifestyles, values, aspirations, and purchase behaviors. The study aims to provide insights into communicating with Iranian consumers and their true perspectives beyond international misperceptions. It provides details on sampling, methodology, costs and contact information.

7. Youth Study Who are Iranians? Understanding and ways to communicate with An Iranian Youth I am an Iranian boy I am an Iranian girl Young Generation Segmentation Lifestyle & Behavior Aspirations Purchase Behavior Media Music Video Games Advertising Differences Among Cities

8. Housewives study Who are Iranians? Being able to communicate with an Iranian housewife … Top of the minds Aspirations and fears Life style Family shapes Values and trends Usage and consumption behaviors Purchase Behavior Brands Needs and expectations Media Advertising Differences Among Cities

11. Sample Size 50 Home visits A B C D Tehran 7 housewives with/ without infants 7 housewives with kids 1 1 2 2 2 2 2 2 Tabriz 3 housewives with/ without infants 3 housewives with kids - 1 1 - 1 1 1 1 Mashhad 3 housewives with/ without infants 3 housewives with kids - 1 1 - 1 1 1 1 Rasht 3 housewives with/ without infants 3 house wives with kids - - 1 1 1 1 1 1 Bandar Abbas 3 housewives with/ without infants 3 housewives with kids - 1 1 - 1 1 1 1 Isfehan 3 housewives with/ without infants 3 housewives with kids - 1 1 - 1 1 1 1 Shiraz 3 housewives with/ without infants 3 housewives with kids - 1 1 - 1 1 1 1 Total 25 housewives with/ without infants 25 housewives with kids TOTAL OF 50 1 6 8 3 8 8 8 8

12. Sample Size 74 Paired interviews Total A B C D Tehran 10 single females 10 single males 20 2 2 2 2 3 3 3 3 Tabriz 5 single females 5 single males 10 1 1 1 1 2 2 1 1 Mashhad 5 single females 5 single males 10 1 1 1 1 2 2 1 1 Rasht 4 single females 4 single males 8 - 1 1 - 2 2 1 1 Bandar Abbas 3 single females 3 single males 6 - 1 1 - 1 1 1 1 Isfehan 5 single females 5 single males 10 1 1 1 1 2 2 1 1 Shiraz 5 single females 5 single males 10 1 1 1 1 2 2 1 1 Total 37 single females 37 single males TOTAL OF 74 6 8 8 6 14 14 9 9

14. let’s go deeper and deeper in to Iranian life style, minds, … All available in video clips…

15. Different Segments… Bazari (Traditional) Modern Tahsilkarde (Educated) Hezbollahi (Conservative) Which of them is my target market???

16. Getting close to Iranian young generation…

18. I’m an Iranian girl…

19. Face the fact … Chance to Escape Chance to Escape Girl’s Shell ? ?

20. Young Generation Youths Society/ Custom Restrictions Religious Beliefs Of Families Modernism Satellite Families living in abroad Travels to abroad

22. Aspirations Ideal life Role Model Ideal spouse Hopes & Dreams Future Success Aspirations and fears of an Iranian youth

23. And who are the Iranian housewives? The Mothers? The wives? The decision makers? the money earners?

24. Top of her mind Top of her mind Kid’s future HOW TO GUARANTEE KIDS LIFE? Husband’s job ECONOMICAL SECURITY WHAT SHALL I DO ? House work RESPONSIBILITY HOW TO SATISFY FAMILY? Unknown future with out kids and husband WHAT IF I WAS ALONE? “ What shall I do when my kids get married & what if my husband dies? I'd be all alone!” “ What if we couldn’t afford buying a house of our own in the future?!” D class newly married - Mashad “ Whatever I do, is to make a better future for my kids” C class- Tehran “ The 1st thing that gets into my mind in the mornings, is what I shall cook for lunch?” C class - Mashad “ What if my husband loses his job?”C class, Tehran

27. Advertising in Iran TV commercials Radio Flyers Newspapers and magazines Billboards Specific magazines delivered to the houses Public transportation Iran legal channels Iran illegal channels from satellite Foreign channels Satellite Which is the best media for my brand???