Middle Eastern Networks Launched

A new Netherlands-based research firm is targeting the 'hard to reach' consumers of the GCC region. VNDLGY (pronounced 'Vondology') uses a network of carefully recruited 'TrendSpotters' to provide qual feedback on trends and innovations in the region.

The service launches with networks in five major cities in the UAE and Saudi Arabia: Jeddah, Riyadh, Dammam, Abu Dhabi and Dubai. Other locations in the GCC will follow.

VNDLGY's TrendSpotters are aged 18-30 and are described as well-networked early adopters of new trends, able to pick up on new ideas and innovations. They fall into two groups, Youngsters (aged 18-25), of either sex and including Arabs and non-Arab nationalities but chosen as 'urban, trendy, outdoor, informed and opinionated'; and Females aged 20 to 30, Arabic only, decision-makers and highly networked but otherwise covering a broad range of lifestyles. The firm says complex cultural, social and religious factors have hitherto kept the views of Arab women little known and understood.

The company will offer a portfolio of ten service products via its 'Drop Zone' web portal, plus a range of ad hoc solutions and consultation on innovation, branding and communications strategies.

Founder Erik van Vonderen comments: 'By delivering intelligent insights taken from the very heart of the target audience, we are providing Brain Food for Business - qualitative, hardcore market data in its purest form that is both reliable and translatable into tangible results'.

Web site: www.vndlgy.com .

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