Marketing Research in Dubai, UAE | Quantitative & Qualitative Research Agency

Market Research

Market research is a necessity and it should be part and parcel of your marketing techniques. This goes for not only new business entities but also established businesses. You need to stay in touch with your customers' requirements as well as changing market trends to gain an edge over your competitors. Market research will help you measure the efficiency of your own advertising and marketing methods, giving you information about everything right from packaging and advertising to brand name awareness.
It can help you assess key trends to forecast probable changes in the market. This could also result in identifying new market segments, developing different product lines or changing target audiences.

What is market research?

SixthFactor offers traditional qualitative and quantitative market research services in Dubai, UAE, viz., focus groups, in-depth interviews, ethnography, immersions, ideation workshops, satisfaction surveys, consumer & employee engagement surveys, mystery shopping, service quality audit. The key is we start with a business issue and incorporate the necessary tools to help you get the clarity you need.
Market research exists to guide your business decisions by giving you insight into your market, your competitors, your products, your marketing and your customers.
By enabling you to make informed choices, market research will help you to develop a successful marketing strategy. And ultimately influence the behavior of your target customers.

Type of market research

There are two main types of market research - quantitative research and qualitative research. Quantitative research focuses on crunching numbers and stats. It is gathered using surveys and questionnaires. More in-depth quantitative research can be used to identify markets and understand customer profiles - vital if you're launching a new product. The following are the types of quantitative market research.
  • Survey Research
  • Experimental Research
  • Descriptive Research
  • Correlational Research
  • Casual-Comparative Research
Qualitative research gets behind the facts and figures to customer sentiments about the brand and the products and what would prompt them to invest in the brand products. This may include desk research with existing surveys and business reports. More effective are Questionnaires and focus groups that help gather this intelligence, and SixthFactor being an experienced quantitative & qualitative research agency will use its expertise to interpret the result. Qualitative market research includes combing through large amounts of data on market size, sales trends, customer profiles and competitor activity. Brand customer records also provide a wealth of information, such as purchasing trends. Below are the types of qualitative market research.
  • Narrative: The researcher collects information from one or two people over time through interviews, records, etc., using the narrative approach of qualitative research. These are then put together (perhaps not in the same order) based on a theme to produce solutions and advice.
  • Phenomenology: The Phenomenology qualitative research approach is used to examine an event or activity from various perspectives as it is taking place. For example, one might supplement the material already available by leveraging viewpoints and insights from the participants about the activity or event through interviews, films, on-site visits, etc. It is generally a research method based on experience or perception.
  • Case Study Research: The case study approach is used to obtain comprehensive and in-depth data about a subject, which could be any person, group, thing, occasion, or something more extensive like a nation. This qualitative research technique can be either exploratory or explanatory.
  • Grounded Theory: A question or set of data serves as the foundation for grounded theory. Repetitive concepts or elements are coded by the systematic gathering and analysis of data, and codes are categorised or organised. Based on these categories, new theories then developed.
  • Ethnographic Research:One of the most well-liked techniques for qualitative research is ethnography, which entails the researcher becoming a part of the subject or subjects' everyday routine. The researcher experiences their practices, traditions, mannerisms, reactions to circumstances, etc., firsthand, sometimes for years, either as an active participant or spectator. Geographical limitations could present a challenge for the researcher.

Market analysis for a business plan

A qualitative and quantitative assessment of the market - It looks into the size of the market both in volume and in value, the various customer segments and buying patterns, the competition, and the economic environment in terms of barriers to entry and regulation. Market research will guide business decisions by providing insight into the brand’s market, brand competitors, the products, the marketing techniques and customers’ loyalty to the brand.
Market research will enable you to make informed choices, to develop a successful marketing strategy.

For more details about our Market Research Services, contact us today at