Second ASDA’A Burson-Marsteller Arab Youth Survey

Published November 24th, 2009 - 10:38 GMT

The second ASDA’A Burson-Marsteller Arab Youth Survey, a landmark annual study of the attitudes and aspirations of the region’s fastest-growing demographic, will be unveiled in January 2010, according to ASDA’A Burson-Marsteller, the leading public relations consultancy in the Middle East and North Africa (MENA) region.

The findings of this survey of the attitudes of 2,000 nationals and Arab expatriates between the ages of 18-24 will be presented at a high-profile event in Dubai in early January, 2010, followed by a dynamic panel discussion featuring eminent personalities from leading regional public and private-sector institutions.

Fieldwork for the second ASDA’A Burson-Marsteller Arab Youth Survey is currently being completed by Penn, Schoen & Berland Associates, Inc. (PSB) in major metropolitan and select rural areas in the following Arab nations: Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and the United Arab Emirates.

 

The study will track attitudes amongst the youth on subjects such as globalization, national identity, culture and religion, lifestyle and technology.  This year, the study will further explore attitudes among Arab youth towards local businesses and brands, impact on the economy from the financial crisis, media consumption habits including use of social media and travel to foreign and regional destinations.

“The first ASDA’A Burson-Marsteller Arab Youth Survey provided a range of significant observations about the values, opinions and preferences of young people in the Arab world,” said Joseph Ghossoub, Chairman and Chief Executive Officer of the MENACOM Group, parent of ASDA’A Burson-Marsteller. “The second survey, based on 2,000 face-to-face interviews, promises to offer even more in-depth insights. We are confident that the findings will prove extremely useful to governments, businesses and civil society organisations.”

“Here in the Middle East, where one in three people is between the ages of 15-24, understanding this vital demographic is more important than ever,” said Sunil John, Chief Executive Officer, ASDA’A Burson-Marsteller. “As the leading public relations consultancy in the MENA region, we continue to invest in generating original market insights, allowing us to better meet the needs of our clients and contributing to a wider dialogue about the future direction of the Arab world.”

The 2010 survey is of special significance to Dubai-headquartered ASDA’A Burson-Marsteller, which will celebrate the 10th anniversary of its founding next year. The award-winning firm, which was recently named the “Middle East and Africa PR Agency of the Year” at the 2009 International Business Awards in New York, currently employs over 130 communications professionals in 11 fully-owned offices, as well as an additional 11 affiliates covering a total of 19 countries in the MENA region.


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