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YouGov to Debut Middle East Brand Index
Fresh from its purchase of Dubai-based Siraj, YouGov has announced plans to introduce a comprehensive brand indexing scheme for the Middle East region, based on the successful UK system.
BrandIndex UK interviews 2,000 people each weekday to create a rolling measure of public perception of more than 1100 consumer brands across 32 sectors. Perceptions are measured on a 7-point profile, and data is delivered next day. Respondents are drawn from an online panel of more than 130,000. YouGov says the system 'reveals what consumers really think of a brand, as well as its competitors' and feeds information to brand managers, marketing departments, and the city as well as CEOs.
Nadhim Zahawi, joint CEO and co-founder of YouGov, comments, 'The Middle East consumer is now offered massive choice, and firms can no longer afford to leave to chance decisions that might be better informed through the research we offer. As a result, we are looking to launch BrandIndex Middle East as soon as possible.'
YouGov last week completed the US$2.2 million acquisition of Dubai-based Siraj Marketing Research and Consultancy (DRNO www.mrweb.com/drno/news5777.htm ). An interview with Nadhim Zahawi recorded last week can be found in our new audio feature at www.mrweb.com/earpiece .
YouGov's web site is at www.yougov.com .
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