Lifestyle aspirations, attitudes and expectations are the key areas of focus in network’s ‘Future of the UAE’ study
Dubai, November 23rd, 2014 – The fieldwork for OMD’s study on the future state of the consumer society in the UAE is already underway, including face-to-face interviews with a representative sample of 2,000 residents in the country. The survey, called “The Future of the UAE”, aims to assess the impact of changes to the country’s population and socio-demographics on lifestyles, shopping, technology and media consumption. It will also explore consumers’ expectations and attitudes towards life in the UAE and the country’s role in the world.
OMD UAE is partnering with Integral-OMG, the research and consultancy arm of Omnicom Media Group MENA, to conduct in-depth qualitative and quantitative research, exploring consumer values and attitudes in the UAE today, as well as the changes in modern household makeup and their impact on decision making and media consumption.
As well as dealing with societal issues, “The Future of the UAE” study will delve into consumers’ attitudes towards technology, including smartphones, mobile and e-commerce platforms, media consumption and technological advances, as well as their expectations from brands, key sentiments and values that resonate with them, and their lifestyle aspirations for the future. Based on this intelligence, brands can derive affirmative conclusions on how to better communicate with their consumers in the face of change.
“Technology is constantly transforming our industry world-wide. In the UAE, that velocity is much higher given consumers’ seamless adoption of anything new” commented Nadim Samara, managing director of OMD UAE & Lower Gulf. “Catalyzed by both the government pursuit of technology along with a higher average purchasing power parity by the UAE residents, these future behavioral habits of consumers are an area of vast interest for brands and one that is particularly hard to predict. This is why we have decided to undertake this study, with the goal of gaining valuable insights on the future for us to make more effective and impactful decisions for our stakeholders; our intimate knowledge of “where we are heading” is paramount to navigating the consumer pivots successfully”
“The Future of the UAE” is part of a global research initiative by OMD, with some 15 studies either already completed or currently underway. Based on a consistent model, they allow for international comparisons, making the project very relevant for not only local marketers but also international ones too.
OMD, a global media network part of the Omnicom Media Group, is the largest and most innovative media marketing company in the world, with more than 10,000 employees in 100 markets serving many of the most successful and well-known global brands. The Gunn Report for Media has rated it as the Most Creative Media Agency for an unprecedented eight consecutive years. Named Media Agency of the Year by Campaign Middle East in 2011 and 2013, it has also received several global accolades, including the title of Agency Network of the Year at the M&M Global Awards 2014. OMD MENA also led the Effectiveness Index in the region, produced by WARC and Effie Worldwide in both 2011 and 2012. In 2014, the Great Place To Work Institute named it the third best employer in the UAE, along with the rest of the Omnicom Media Group MENA agencies.