We wrote a market research guidebook for a consultant setting up a research agency in Saudi Arabia.

Our client was building a market research agency in Riyadh and wanted the methods written down before the first project came in. His plan was to run surveys, focus groups and in-depth interviews that go past the standard questions and reach real consumer insight, and to publish short written and video pieces so prospects could see how the agency works. The sectors he had in mind were legal, fashion, retail, logistics, government, agriculture and education.

The guidebook covered six things. We benchmarked the top five market research agencies, each one in depth: finances, services, the type of clients they serve, their social presence and the traffic to their website. We picked out the leading research frameworks and, for each, the templates, the literature and worked examples, so it is clear when to use which. From those frameworks we built a diagnostic questionnaire the agency can put to a new client.

The second half is about the data. We listed the secondary sources available for Saudi Arabia, then the tools and approaches for collecting primary data, with the advantages and disadvantages of each technique and the digital channels it can run on. We covered processing, because interviews are handled differently from questionnaires, and closed with how to present the findings so a client can read them.

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