New Division for MENA Specialist POINT

Dubai-based researcher POINT Consultancy has launched a specialist FMCG division, Ignite, which will focus on the MENA region and offer a number of proprietary tools and approaches.

POINT, itself launched only in 2011, offers full-service qual and quant research using both traditional and new methods, the latter including social media measurement, online research and eye-tracking. The firm says the FMCG sector is growing fast in MENA (the Middle East and North Africa), and the new division will focus on these markets although it will offer worldwide service.

The new division, whose consultants will be drawn from backgrounds including qualitative research, psychology, brand strategy and advertising, will operate a model called 'Ignition Journey', designed to end in actionable results. It will also offer specific tools developed for the sector, including concept development and recycling tool Ideashop; quick online option VirtualFocus; in-store consumer understanding package Retail Story; and Ignition Safari, described as 'an inspiring journey to unearth consumer insights in a conducive, external setting'.

Ignite is online at www.pointconsultancy.com/ignite .