by John Presutti
As we prepare for the 2017 MENAP forum, I was asked to write an article about the region that would pique interest, particularly from a researcher’s perspective. I blithely accepted this task; after all, I have been involved in conducting research across MENAP for nearly 25 years – I have seen a lot. I have done a lot. The task, however, is formidable. Collapsing the region into a tidy five letter acronym belies its scale, complexity, diversity, and historical richness.
By Victoria Zagorsky
The journey to market research transformation became the key theme of ESOMAR MENAP Forum 2016. While ESOMAR MENAP 2015 presentations showcased powerful transformational concepts, this year the focus shifted to the applications of innovative practices in the Middle East, North Africa and Pakistan region. It was a highly practical forum with many interesting examples of innovative research practices being successfully applied in the region. At the same time, it was both an inspirational and insightful event providing a greater understanding of where the market research industry is heading and how to get closer to consumer understanding.