Arab Portal Moves into Online Research

Arab Internet portal Maktoob.com has announced the launch of a dedicated commercial research unit to exploit its online consumer database - the region's largest. Maktoob Research will apply international online research standards to help the region's marketers target consumer segments in more than 30 countries.

The active database includes over 600,000 Arab consumers between the ages of 20 and 45, giving fast and practical access to groups like thirty-something Saudi women, Emirati business professionals, or young North African trend-setters. The company says most Middle East research agencies are still opting for traditional research methods, despite the exponential growth in Internet usage in the region and the global take-off of online as part of the overall marketing research mix.

The firm has a presence in harder-to-reach states like Sudan, Algeria, and Iraq as well as the more standard MR targets of UAE, Saudi Arabia, Kuwait, Jordan and Egypt. The database will allow targeting by key behavioural patterns as well as demographics.

Ahmed Nassef, General Manager of Maktoob.com and Vice-President of Maktoob Group, says the region's marketers and advertisers are 'demanding fast and accurate answers about their target consumer segments in order to make informed decisions. As the leading online media publisher in the region, Maktoob.com is determined to continue introducing innovative services that bring the Arab region up to the global standards – something that our user community and business partners deserve'. He concludes: 'Online research is a trusted and integral part of the market research industry worldwide, and we are excited to finally bring this key tool to the Arab world.'

Research Director Tamara Deprez, who comes to Maktoob.com with over 6 years of quant and qual experience in both Europe and the Middle East, will be heading the new initiative. She comments: 'We are confident that this form of research will pick up pace very fast and are proud to pioneer this in the region.'

UK-based YouGov has also been busy expanding its activities in Arab countries this summer, launching a Middle East Brand Index in August (DRNO www.mrweb.com/drno/news5801.htm ) soon after its purchase of Dubai's Siraj Marketing Research and Consultancy Boutique at the end of July (www.mrweb.com/drno/news5777.htm ).

Maktoob is online at www.maktoob.com .

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