The UAE will join Saudi Arabia as the first two countries in the Middle East to benefit from a new market research methodology that is set to revolutionise commercial understanding of the hard to reach GCC consumer. A newly launched Dutch inspired marketing company, VNDLGY, has re-invented how qualitative market research is conducted into the behaviours of GCC consumers. The solution is a methodology called TrendSpotting.
VNDLGY 's approach will bring a closer collaboration between businesses and GCC consumers by interacting with this audience in their natural environment. The TrendSpotting technique will provide insightful and accurate market intelligence in its purest form, vital for businesses wishing to successfully connect trends with their brand.
Historically it has been difficult for businesses to identify, understand and respond to consumer behaviour in the Middle East, because of complex social and cultural reasons. VNDLGY has developed TrendSpotter consumer networks in Jeddah, Riyadh, Dammam, Abu Dhabi and Dubai that will enable businesses to gain true and unfettered insights into their daily lives, 24/7.
These TrendSpotters are a handpicked group of trend-savvy 18-30 year olds who are well-networked, early adopters of new trends. They have the ability to pick up on new ideas and innovations. Their views and insights act as an Early Warning System for businesses wanting to successfully target this hard-to-reach consumer audience.
Erik van Vonderen, Founder of VNDLGY, says;
"VNDLGY was created to fill a major gap in business knowledge of the young GGC consumer audience. Our TrendSpotting research tools will provide Really Useful Insights and trends data for businesses wishing to develop and implement robust brand strategies that are in harmony with the trends happening around them.
"By delivering intelligent insights taken from the very heart of the target audience, we are providing Brain Food for Business – qualitative, hardcore market data in its purest form that is both reliable and translatable into tangible results. This allows our clients to create audience specific products, services and market delivery strategies that result in lucrative sales and business success."
VNDLGY's TrendSpotters are divided into two groups;
Youngsters (18-30 year olds): male/female, urban, trendy, outdoor, informed and opinionated, Arabs and non-Arab nationalities. They are the front-runners of new trends and the most authentic, unbiased group that live in a multiple (digital) world. They are the early adopters of new behaviours.
Females (20-30 year olds): Arabic only, (un)married, with/without children, decision makers, highly networked. Women are a large and important consumer audience. Their key drivers, deep motivations, attitudes, beliefs and insights are largely unknown, due predominantly to the inability of traditional research to uncover such information due to specific cultural, societal and religious reasons.
VNDGLY will offer a portfolio of ten service products designed to reach the very core of the GCC young consumer audience, comprehensively revealing the latest trends and insights. These unique insights will be conveyed in words and visuals shared with clients via VNDLGY's 'Drop Zone' web portal.
VNDLGY will also offer solutions and consultation on Innovation, New Product Development, (re)branding, positioning and communications strategies that will help translate their newly acquired Really Useful Insights in solid activation plans.
