Dubai Events Firm Launches Insight Arm

Dubai-based communications and events agency Action Impact has opened a new 'Insight' division, to provide information about clients' objectives, as well as audience attitudes and expectations.

Headed by Insight Director Matt Mclean, the new team will provide data, research and guidance on projects, accounts and clients, across the company's services which include the design and production of exhibitions, live events, brand experiences and digital media.

In addition, the department will offer independent market research to provide information and statistical data to their clients, such as the cultural and geographical make up of the UAE audience. Other tools will include client competitor analysis.

McLean, who has been with the firm since 2006 as Principal Team Member, explained: 'It is essential to monitor and evaluate the audience responses and acceptance of the message. Not only do clear measurement processes give clients a better understanding of what has been achieved, they also help to validate the costs of the communication against the size of the audience.'

McLean stresses that there will be a creative and emotive element to his team's findings and that they will not be purely driven by scientific evidence.

Action Impact was founded in 2005, and now employs a team of 80 from its Dubai headquarters and office in Abu Dhabi. Web site: www.actionimpact.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.