MARKET CASE STUDY: MENA REGION

Uncover Market Opportunities in the Hygiene Products Sector Using Online Surveys

TGM Research undertook a mission to understand the nuances of the hygiene product market in MENA region.

Project background:

In the wake of the COVID-19 pandemic at the beginning of 2020, the global market for hand hygiene products experienced an unprecedented surge in demand. This surge, driven by an urgent need for effective solutions, revealed a stark gap between supply and demand, creating scarcity in both online and brick-and-mortar retail channels worldwide. TGM Research's client, discerning the profound implications of these trends, recognized a strategic opportunity to not only meet the immediate demand but also to strategically position their products in a post-pandemic world.

The decision to undertake this study was rooted in the recognition of a unique momentum. The rapid escalation of demand for hand hygiene products presented a window of opportunity that our client aimed to seize. By focusing on the Middle East and North Africa (MENA) regions, our client sought to address the global scarcity locally, establishing a robust presence in a market poised for growth.

Beyond the immediate challenges posed by the pandemic, our client aspired to strategically position themselves within the broader context of the hygiene revolution. Understanding that consumer preferences were shifting towards convenient solutions, the study aimed to identify key trends, allowing our client to align their product portfolio with the evolving expectations of consumers.

Challenge:

Ensuring Representative Sample: Achieving a representative sample is crucial for the survey's validity and generalizability of findings. In the context of hygiene product preferences, biases may arise if certain demographics are over- or under-represented. Implementing stratified sampling techniques and employing targeted recruitment strategies are vital to address this challenge.
Cultural Sensitivity and Regional Nuances: The MENA region is characterized by diverse cultures and languages. Adapting the survey to be culturally sensitive and inclusive, while still addressing regional nuances, poses a challenge. Ensuring that the questions resonate with the local context and do not inadvertently cause misunderstandings is paramount for the survey's validity.

Methodology:

Study type: Usage & Attitude
Services provided:
Questionnaire | DG Development
Localisation | translation
Data collection
Data cleaning & processing
Reporting
Presentation
Market studied: Oman and Qatar
Total Sample Size: 200 respondents for each market
Target Audience:
Gender: Both male and female participants
Age Range: 18 to 55 years old
Residence: Living in Qatar and Oman
Awareness: Familiar with rubbing alcohols

market research case study in Oman and Qatar

Outcome:

The outcomes of this project have been both comprehensive and insightful, successfully delivering a robust dataset through the collection of 200 survey responses from each country within an impressive one-month timeframe. The expedited timeline underscores the efficiency and dedication of the research team in orchestrating a swift and meticulous data-gathering process. The wealth of information gathered from respondents in Qatar and Oman, spanning diverse demographics, has provided a nuanced understanding of consumer perceptions and behaviors related to rubbing alcohols. The outcomes not only reflect the current market dynamics but also serve as a valuable resource for our client to make informed decisions, adapt their strategies, and capitalize on emerging opportunities in the hygiene products sector within the MENA region.

As the leading online data collection agency, TGM Research conducted multiple market research projects in Oman or Qatar, pioneering online research in this market. To learn more about other recent projects we did in your desired region and our expertise, please contact us.