Dubai, UAE, 21 July 2026: SixthFactor has been shortlisted in the ESOMAR Global Awards 2026 in the Excellence in Global Research category for its work with KFC MENA.
The shortlist recognizes the development of an always-on consumer intelligence platform that has reshaped how KFC gathers customer insight and uses research to support business decisions across 16 markets in the Middle East, North Africa and CIS.
Built around a community of more than 40,000 verified consumers, the platform combines continuous qualitative and quantitative research with longitudinal tracking and rapid feedback capabilities. It enables KFC teams to evaluate products, pricing, customer experience and brand initiatives in real time, significantly reducing research timelines while providing a continuous view of changing consumer behaviour.
The project reflects SixthFactor's belief that research delivers its greatest value when it becomes an integral part of business decision-making. In this manner, organizations can build a continuous understanding of their customers that informs strategy, innovation and commercial decisions.
The ESOMAR Global Awards recognize organizations and individuals advancing excellence and innovation in market research and insights worldwide. Winners will be announced later this year.