A. Market Research Market research accounts for 75% of the total number of MARKET EGYPT projects. Client requirements and objectives are the basis of all of our research projects. 1- U&A (Usage & Attitude) is a tool for complex market research that helps study the attitude of consumers to various goods and brands, to evaluate the image of the Client’s and competitors’ brands, to carry out consumer segmentation and to solve other tasks linked with consumer behavior and habits. The U&A method imply a quantitative survey of a random representative sample that helps our Clients to receive trustworthy information about the market and consumer preferences. The results of U&A studies help obtain the most detailed information possible about awareness, consumption and brand image of products of Clients and competitors and to study factors that have an impact on consumer behavior. 2- Brand image study is aimed at detecting the perception of emotional and physical attributes of the brand by respondents. The strong and weak points of products and brand position in a competitive environment are studied and every component part of image is subject to thorough analysis. The most efficient way to carry out these tasks is to combine qualitative and quantitative research methods. Market Egypt takes advantage of its own quality adapted for the Egyptian environment. The most detailed results can be obtained by wave research that tracks the situation dynamically. The data received allow companies to make decisions on brand repositioning and to map out a long-term marketing strategy. 3- Testing of concepts and products is conducted before launching a new product, or when an existing product needs modification or improvement. Such testing helps to single out the strong and weak points of a product, or to point out how to modify the product, so as to satisfy the needs of the final consumer and avoid useless expense on a product which will not be in demand. Market Egypt has all the necessary methodological and technical resources for testing any type of product. 4- Price Research. The price of a product or a service influences the preferences of consumers, brand image and as a result purchasing behavior and company profits. That is why pricing research and pricing strategy are significant components of the majority of projects by Market Egypt. Based on the Client’s requirements, Market Egypt researchers apply one or more methods which best suit the particular tasks of the research. 5- Advertising research Market Egypt specializes in two main types of advertisement research: evaluation of efficiency of ad campaigns and testing of advertisement materials. The valuation of ad campaigns implies tracking of advertising activity and brand health, pre- and post-testing and diagnostics tests. In order to forecast the efficiency of an ad campaign before it has been launched Market Egypt tests ad materials (finished advertisements or concepts) and then works out recommendations on what may be changed or improved. Market Egypt has technical resources for efficient evaluation and testing of any type of advertising materials both static (samples of outdoor and printed advertising) and dynamic (TV and radio commercials). In addition to standard testing methods, Group Retention Tests, Colour Compatibility Tests and virtual modeling, depending on the aims and target groups of the research. 6- B2B studies The most popular B2B studies deal with obtaining information about new products and services, the dynamics of a company image in both internal and external environments, client satisfaction with various parameters of cooperation, and the regional attractiveness of business development. 7- Industrial research To provide a comprehensive view and evaluation of market prospects we conduct surveys on market volume, its dynamics and structure, on the key players, market opportunities, segmentation and other relevant parameters. The main way of collecting this information is desk research, which implies collection and analysis of secondary data, such as that provided by institutions of official statistics, open publications, archive documents, legal documents, etc. 8- Mystery Shopping Market Egypt carries out Mystery Shopping studies to audit the quality of services provided by any company or store. Mystery Shoppers (Market Egypt researchers), acting as customers visit a shop or a company, followed by completion of a Mystery Shopper form or a questionnaire with comments on quality of services provided. This research technique is usually applied for getting a comparative analysis of prices and services of competitors. Mystery Shopping operations may be an in-store visit of an observer and/or performed by phone. Mystery Shopping method enables to: To audit quality of services, provided in the stores; To audit quality of services provided by phone; To assess and compare quality of services in competitors stores What is a "mystery shopper"? It is a research method that allows evaluating the behavior, service culture, and professionalism of your employees. Furthermore, it determines your clients' experience and satisfaction with the service of your company. During the research specially trained "mystery shoppers" visit the trading or service centers, express their interest in products or services, communicate with the personnel, and form the impression they are willing to become a user of the product or service. Taking into account the research objectives, they can ask for information, buy a product or service, visit the place only once or continue the communication during several visits. During the research a number of criteria are tested, such as knowledge about the product or service, ability to follow the service standards, timing, service culture, loyalty to the company, etc. The list of these criteria is formed in accordance with the research aims and Client's requirements. It is possible that several "secret customers" visit the same target place. We offer Mystery Shopping tests for different sectors: retail traders, bars and restaurants, or other services providing companies (banks, tourism agencies, etc.). This method can be applied for the analysis of Business-to-Business type of companies as well. Usually, Mystery Shopping tests are applied as a part of bigger projects, such as customer satisfaction or personnel researches Mystery Shopping tests provide much of important information for the improvement of customer service, and allow you to keep your existing clients as well as attract the new ones. B. Social Studies In addition to market research projects Market Egypt conducts public opinion studies in the following spheres: 1. Social-economic research Analysis of a whole set of economic issues in society. This branch of sociological research focuses on people’s adaptation to the market economy; on the socio-political and legislative conditions for the work of small, medium and large businesses; on regional social-economic problems; on the activity of local business communities; and on issues of business’ social responsibility and corporate image. Social-economic research may incorporate: Research into problems impeding development of small business; Research of corporations’ development strategies; Research into regional problems; Research into corruption. 2- Social-political research Analysis of a whole range of issues relating to changes in the social structure of Egyptian society and in public conscience. Social-political research may be divided into four types: Monitoring of the social-political situation in the country; Sociological support for political and social projects; Study of the structure of society; Electoral research.