MSI has worked extensively throughout the country to provide a range of services including market research, stability assessments and survey research to multinational clients from the information technology, development, and advertising sectors.
Focus Group Copy Testing
Beirut, Sidon and Tripoli, Lebanon
In advance of the market launch of a new technology product, the client required the conduct of focus group copy testing on the technology product and the supporting marketing campaign. The marketing products to be tested included videos, SMS, printed materials and a mobile application.
A MSI team comprised of social scientists and local researchers was assembled to conduct the focus groups. In addition to leading the focus groups, the team developed the focus group facilitation guide, transcribed and translated the participant discussion, and analyzed the results.
The insights yielded by the focus group copy testing included significant user experience feedback on the product - feedback that drove several new product enhancements. In addition, analysis of the facilitated discussion transcriptions revealed important channel nuances to market the product launch.
Multi-Country Stability Assessment
Baalbek, Beirut, Chouf, Tripoli, Tyre and Zahle, Lebanon
The client sought to understand the nature of the threats to security and stability throughout the Middle East region and determine how best to address these threats. To properly evaluate the range of stability threats, primary qualitative and quantitative research data was required to provide insight into the perceptions, attitudes and behavioral impacts of the potential threats.
This project utilized a multi-stage, mixed methods qualitative and quantitative design. The methodology follows a rigorous and planned approach to conducting audience research with a focus on designing effective and measurable recommendations.
The project revealed the key threats to stability in the region, prevailing attitudes and perceptions towards these threats in Lebanon, and specific courses of action the client could take to mitigate these threats. These data-driven insights informed client planning and resource allocation resulting in the successful implementation of an effective risk mitigation plan.
Aley, Baalbek, Beirut, Tripoli, Tyre and Zahle, Lebanon
A multinational advertising agency sought to carry out a nationwide psychographic segmentation study on key buying segments. The information collected would be used support the market research efforts conducted on behalf of a number of the firm's advertising clients. Given the prevailing instability in the country, it was essential that the study be carried out by a firm experienced in conducting survey research in all areas of Lebanon.
MSI fielded a multidisciplinary team of social scientists, methodologists, statisticians and local researchers to support the project. The field research team was multi-confessional and local to each of the research locations in order to account for Lebanon's very diverse population. MSI scientists and methodologists designed the instrumentation in consultation with local researchers, piloted the study, and then carried out a full-scale survey of a nationally representative sample.
The data collected addressed a number of key information gaps for the client's customers in a number of industries. These insights enabled the firm to begin marketing services to other clients on the basis of its expertise on Lebanese buyers.