2. IRS was founded in Jan 2010
by a passionate team of
consultants, researchers, and
operations experts; providing a
full fledged marketing research
and consultancy services.
IRS multidisciplinary
qualifications and multicultural
background is the drive behind
employing the best talents with
diversified exposures to
decode consumer
behavior, mindset, and
Pulse Healthcare is the
healthcare marketing research
and consultancy arm of
Platform Group serving the
pharmaceutical, diagnostics
and devices industries.
Pulse Healthcare is founded
and operated by a group of
specialized healthcare
researchers bringing together
clinical, medical, methodologic
al and cultural experience
under one roof.
Platform Group is a leading marketing services company.
The Group is structured around two core lines of business
FIELD SQUARE is a specialized
field and tabs marketing
research agency. Field Square
works to deliver high quality
standards in qualitative and
quantitative arenas, through
reliable, fast and cost effective
ways of delivering data.
FIELD SQUARE has an
experienced fleet of research
operations professionals
covering the MENA region.
Head office based in Cairo.
8. •IRS Qualitative is all about the use of innovative research techniques and
methodologies, that allow us to peer deeply into the lives of consumers and draw powerful
insights that will help fuel your brand's success.
•Insights on how people Feel – Think – Behave – Work – Play – Subsist – Engage – Connect
and ultimately make decisions about which products they will invite into their lives.
•We mine for these insights, harvest them, and apply them to your business, providing
valuable and actionable direction to help you and your brand.
IRS QUALITATIVE REASEARCH THAT BRINGS TO LIFE…
OUR INSTRUMENTS…
•Focus, Mini groups
•Conflict groups
•Affinity groups
•In depth / paired interviews
•Consumer immersions
•Ethnographic Studies
•In home visits
•Accompanied shopping
•Kitchen connect
9. Provides beyond basic quantitative market research services; it efficiently manages complex
projects and strategic studies … it reaches unapproachable respondents and remote regions
… it uses multiple research phases … it fully integrates secondary information with primary
data to provide a holistic understanding … and it works cross-functionally with key business
units leveraging from their interrelated expertise
IRS QUANTITATIVE
OUR INSTRUMENTS…
•CLT
•CATI
•Door To Door
•Street Intercept
•Mystery shopping
•Desk research
•Online research
13. •Mohamed Kamal, CEO of Platform Group, Has a total number of 20 years of experience.
•Prior to his current position, he was the Consumer Research Head of the Nielsen company. Prior to that,
he was the Business development Director – North Africa in Synovate and General manager of Synovate
Morocco and Algeria.
• His experience encompasses leading key client accounts, overall research design, championing key
research solutions and overall strategy & business development.
•Mohamed is considered one of the MENA region research leading experts. He started his research career
specializing in healthcare then diversified to other consumer research sectors 12 years back. Through
these years, he handled clients as Unilever, PepsiCo, Kraft, Nestle, MobiNil, Pfizer, GSK, Novartis, and many
others.
•Mohamed is a member of the European Society of Market Research (ESOMAR).
WORK EXPERIENCE
Dr. MOHAMED KAMAL
CEO – Platform Group
Academic Background
•Mohamed is an MD (Medical Doctor) and holds a Management Diploma from the American University in
Cairo.
•Certified Dale Carnegie Trainer
14. •A total number of 15 years of experience in the field of marketing research handling research in Middle
East, North Africa & Africa.
•Heading the qualitative business unit in TNS Egypt and Synovate North Africa before joining IRS.
•Handled diversified management roles and responsibilities across different multinational marketing research
agencies GFK, NFO and AMRB.
•Handled marketing research studies across Middle East and Africa
•Provided consultancy and business recommendations to key global, regional and local accounts
•Moderated 2,500+ qualitative sessions across Middle East and North Africa.
•Developed innovative techniques and approaches within the marketing research domain across different
regions, sectors and markets.
WORK EXPERIENCE
SAMAR ABDELAAL
Managing Director
Academic Background
•Master‟s Degree in Anthropology and Sociology American University in Cairo
•Bachelor Degree in Journalism and Mass communication American University in Cairo
•Certified Dale Carnegie Trainer
15. •Experience: 7+ years
•Ahmed is specialized in business planning and new product development. His experience spans various
sectors including, telecom, tourism, FMCG, retail, durables & electronics.
•Prior to his current position, he was regional business development manager at Synovate MENA, senior
research executive at TNS North Africa and marketing consultant at TNS Worldpanel in Paris.
•Lecturing on part time in the French University in Egypt; coaching graduation projects and teaching
business planning through a project management process.
•Ahmed has handled several projects in different sectors which include Telecommunication, FMCG,
Durables & Electronics, Aviation and Health Care.
•Ahmed has also been involved with a wide variety of research types such as tracking, Consumer panel,
Segmentation, Usage & Attitude, Customer Satisfaction & Retention, Pricing, Concept & Product tests,
Mystery Shopping and Integrated Marketing Communication.
WORK EXPERIENCE
AHMED SAID
Associate Director
Academic Background
•Ahmed holds a Masters Degree in Innovation Project Management & New Product Development from
the Business Management Institute in France.
•Bachelor degree in Management from Nantes University
16. •Experience: 6 years
•Ahmed is specialized in Brands positioning, communication and new product development. His experience
spans various sectors including, Media, FMCGs, Real Estate, Automotive and Social Polling sectors.
•The Media Research Manager at Ipsos and before was the Business development manager of IRS Egypt.
•Mastering research techniques across categories and markets through management of International and Global
clients (PepsiCo. Americana, DANONE, LG, SODIC, Palm Hills, TMG, Press TV, BBC, OSN).
•Ahmed have handled large different types of studies including: Segmentation, Brand Equity, Sequential concept
development, lifestyle understanding, product/concept testing, ads evaluation, customer satisfaction studies
and ethnographic research.
•Have quantitative and qualitative experience with a previous advertising experience, that combined together
furnishes a far-reaching direct marketing foresight.
WORK EXPERIENCE
AHMED ZAKI
Senior Client Service Manager
Academic Background
•Ahmed holds a Master 1 degree from University of Poitiers-France
• Bachelor degree with double Diploma from University of Poitiers-France and DGCI Department
De Gestion Et De Commerce International.
17. •Experience: 6 years
•Prior to her current position, Farida worked as research executive at TNS and senior research executive at
Synovate.
•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).
•Ethnographic studies, Motivational segmentation studies, concepts development, communication
concept recycling, insight generation and product development studies
•Handled numerous projects mainly in lifestyle understanding , real estate, education, pharmaceutical and
FMCG sector covering different categories.
WORK EXPERIENCE
FARIDA CHARAOUI
Qualitative Senior Research Manager
Academic Background
•Holds a bachelor degree in Management; The French University in Cairo and Université de Nantes
18. •Experience: 7 years
•Nahla started as a Quantitative Data Analyst at Synovate back in Aug 2005, working on data
validation, tabulation and analysis for various types of projects.
• In 2008 she establishes the Smart Center that looks after IRS South Africa business from DP
perspective, and heads the department for 2 years directly reporting to IRS South Africa Operations
Director and IRS Egypt MD.
•In Jun 2010, Nahla makes an internal move from DP to the Quantitative Research side, working on setting
up Henkel Brand Health tracker in 12 countries of the region.
•Beside handling Henkel account, Nahla worked on Usage & Attitude, Product & Concept Testing and
Brand Health projects for Kraft, Toshiba El Arabi and Al Ahram Daily Newspaper.
WORK EXPERIENCE
NAHLA EL SHAARAWY
Quantitative Research Manager
Academic Background
•Nahla holds a Bachelor degree in Management and Information Systems from Sadat Academy
19. •Experience: 2 years
•Christine started as a Junior Research Executive at Synovate in September 2010, working mainly on
Henkel Brand Health tracker in 12 countries of the region.
• Further to Ipsos-Synovate merge in Jan 2012, Christine joined marketing department with a focus on
Etisalat account.
• Beside Brand Tracker studies, Christine worked on different types of researches; such as customer
satisfaction, mystery shopping, concept testing, usage & attitude etc..
•Handled clients in FMCG‟s, automotive as well as telecom such as: Henkel, Etisalat, Total, Ikea, Samsung,
MacDonald's, Friesland Campina, GB Auto and Ford.
WORK EXPERIENCE
CHRISTINE SAMY
Research Executive
Academic Background
• Holds a bachelor degree in Management; The French University (UFE) in Cairo.
20. •Experience: 3+ years
•She started her research career in Synovate MENA since she was in second year of college (2009). As a part of the
“Business Development” unit.
•In 2011 she handled the “Qualitative Research” of “Unilever UAE Account” in Synovate.
•Then prior to her current position she was a part of “Ipsos Marketing Quantitative Team”.
•She has worked on several projects in different sectors which include FMCG, Fast Food, automotive, real
estate, aviation, Cement, media, and Education.
•In charged of different types of research: Usage and Awareness, Mystery Shopper, tracker, product testing, and
Censydiam Software tool (CCL).
•She has also different country experience in: North Africa and Middle East.
WORK EXPERIENCE
HALA KABOUDAN
Research Executive
Academic Background
•License and a Master 1 degree in Management and Information System from University of Nantes,
France..(with HIGH Honors and placed FISRT on promotion).
•Dale Carnegie Certified in; Effective Communication and High Impact Presentation.
21. •Experience: 2 years
•Handled several FMCG‟s projects.
•Scopes: Usage & Attitudes, and Concept testing, Market Understanding.
•Handled clients like: Nestle‟, Unilever, Americana
•Her Fresh start in Market Research Field was at IRS May 2011.
•Her profound analytical skills and curiosity to explore and know more about the reasons behind consumer‟s
behaviors are the key drivers for her passion for Qualitative research.
•Her expanded exposure through her work experience and social development activities shaped her
communication skills to be flexible for different reach at different projects.
•Worked before as an English Language instructor at Berlitz which extended her interpersonal skills on different
levels.
WORK EXPERIENCE
HADIL MOHAMMED NAGUIB
Research Executive
Academic Background
•Professional Certificate in Marketing “2011” – The American University in Cairo.
•BSc. in Pharmacy – Cairo University
22. •Experience: 2 years
•Handled various construction, pharmaceutical, and Real Estate projects.
•Scopes: Usage & Attitudes, Customer satisfaction, and Concept testing & exploration, and Ad testing.
•Handled clients like: Pfizer, Cadbury, SIBIC, Smash Mgt, and Look Pavilion.
•Moderated IDI‟s amd a group of mystery safaris.
WORK EXPERIENCE
HOSSAM SAFWAT
Research Executive
Academic Background
•Bachelors of Commerce & Business Administration “2009” – Helwan University.
•Professional Certificate in Marketing “2011” – The American University in Cairo.
23. • Experience: 2 years
• Mina started as a Junior Research Executive at Synovate in July 2011, working mainly on Ahram Beverages
Company, GB Auto and different ad-hocs.
• Further to Ipsos-Synovate merge in Jan 2012, Mina joined the qualitative department and then moved to
the Nielsen Company working on Henkel, Vodafone, Givaudan, RedBull, ABC and Johnson & Johnson .
• He works heavily on qualitative research studies because of his interpersonal skills and his passion to
exploring reasons behind consumers‟ behaviors.
• He has moderated a number of focus groups, in depth interviews and ethnography visits covering the main
geographical regions of Egypt with respondents that are representative of all SEC, and worked on some
analytical reports. This experience helped him in gaining an insightful understanding of Egyptian consumers'
consumption patterns, lifestyles, attitudes, habits and perceptions
• Mina worked on different types of researches; segmentation studies, brand equity, concept testing, usage &
attitude etc..
• Handled clients in FMCG‟s, automotive as well as telecom such as: Henkel, Vodafone, ABC ,Givaudan,
Samsung, Mobinil, Friesland Campina, GB Auto, RedBull, Johnson & Johnson, etc…
WORK EXPERIENCE
Mina Galal
Research Executive
Academic Background
• Mina holds a “Licence” degree in “Business Administration and Information Systems” from the
French university in Egypt in 2010 and a Master 1 degree in “Sciences de Gestion” from
L‟universite de Nantes in 2011.
24. •Experience: 16 years
•Hossam is working at IRS as Field operations Head.
•He used to head the quantitative operations in Synovate from 2007 to mid 2012 where he enhanced his
experience in managing field managers, senior supervisors and supervisors between surveyed locations.
•Hossam has lately managed more than 800 quantitative projects in Egypt, with primary responsibility over
resources and time scheduling as well as conformance to quality standards and survey designs.
•In this capacity, Hossam will lead the fieldwork team to meet the noted project quality and management
objectives.
•Before joining Synovate, Hossam used to work at Fedex for 10 years as Airport operations manager.
WORK EXPERIENCE
HOSSAM ABOULNAGA
Quantitative Operations Head
Academic Background
•Academic background: Bachelor of Commerce.
•Hossam holds certificates for Call Center Training (FedEx) /Cage Training (FedEx)/ Managerial Skills
Course & Quality Awareness Course