getting to know us. research for the new world re-order.

Ten years ago there was no social media, no smartphones, no tablets and Google was a private company.

If so much happened in the last decade…, what can we expect in the next?

Four in ten researchers overall and almost 60% of corporate research VPs expect major

transformation of market research by 2020.

One-quarter of corporate researchers expect that the leading research

company in 2020 does not exist today.

70% of those who believe this, expect the transformation to be evident by

2015……….. The 2011 Cambiar Future of Research Study looked out to 2020 and heard from corporate researchers (N=160) who have a wide range of experience, level and industry/company backgrounds, and from research company senior

executives (N=114).

Our “Arab”world is changing rapidly.

So is the fabric of people’s lives, their hopes and fears,

habits and lifestyles, choices and actions.

The question is how do you get to know, understand and

navigate in this new world REorder?

iQual is a fresh approach to a mature industry.

We are iQual, THE Middle East

research and insights boutique.

“We are not mainstream and we will never be.”

We love to think. Persistant to get the authentic answers.

We deep dive. Beyond conventional market research.

We advise on what matters most.

Reveal facts and conclude realities.

Genuine to meaningful innovation.

Passionate to our clients and what we do.

Committed to fresh thinking, perfect execution and insightful reporting.

We are

We’re a ‘getting to know people’ company.

Bespoke approach delivers superior

insights.

VS Institutionalized.

Personalized

magic happens when we deliver what really matters most.

our idea.

Follow logical fresh thinking

and apply robust execution. Listen to the

heartbeat of brands, markets and people.

magic happens when we deliver what really matters most.

our idea.

Creatively interpret insights

live it in and out

obey ���basic rules We tailor

every study.

We invent a wheel

with every brief.

We do not recycle reports.

Design FRESH

Execute ROBUSTLY

Think BIG Understand

DEEPLY

1. 2.

3.

4.

Deliver WHAT MATTERS

MOST

5.

The Journey of "Little Secrets".

OUR APPROACH

Founded in January 2011by two of the most experienced researchers in the Middle East.

Our raison d‘etre is that now is the time to deliver What Matters Most.

Hany is the Managing Partner of Genius, the global growth acceleration consultancy-with Peter Fisk, and is the Middle East Managing Director for Brand Finance and Middle East Director for Cambridge Marketing College.

WE ARE // Hany Mwafy / CHIEF ENERGY OFFICER

Hany was the transformational Managing Director for Nielsen in North Africa, ExCo member in Asia Pacific, India, Middle East and Africa, was a

member of the global innovation team & the global communication team, he introduced dozens of new value based services focusing on

growing clients’ business, expanded into new practices and made Nielsen the undisputed research provider in the region, he was the curator and producer of the legendary Consumer 360 conference.

Holds MBA, business and law degrees, lectured for the Chartered Institute of Marketing and Cambridge, a speaker in

global conferences; twice in TEDx and is the only Arab marketing professional to stage next to Philip Kotler.

Hany lives in Dubai and Cairo

An eccentric growth expert , brings the new and different to any business, exceptional on vision, execution and value creation, does it always in

style, loves diving both sky and sea, appreciate arts, design and good life.. ..devoted to achievements.

Hany has 20 years of experience across EMEA and AsiaPac with Nielsen, BP, California Garden, Unilever and Nivea in leadership and senior marketing roles

1993 2006 2008 2011

Joined AC NIELSEN Cairo

Joined TNS Dubai in a leading position managing regional Middle East key

accounts.

Joined TNS Egypt to manage 80% of TNS’ North Africa business encompassing media, telecom,

FMCG & Non FMCG.

Established iQual with

Marwa Farid

As one of the first Arab

research professionals,

Perry is considered a

pioneer in the research

industry across the

Middle East

Conducted more than 4,000 research studies across every industry and service sectors in Egypt & the Middle East

“I have seen a lot but I haven’t seen enough… I am in it by choice and am loving it.” Perry Bahgat

WE ARE // Perry Bahgat / MANAGING PARTNER

Worked across customized research in both Quantitative, Qualitative, media and retail audit.

Expanded partnerships across MENA

2012

Joined AC Nielsen as Junior Researcher

Promoted to Head of Qualitative Research /

North Africa

Marwa is the

undisputed authority of

qualitative research in

the middle east.

Her contribution extended to global

development of new innovative solutions, training & grooming talents and leading

regional key accounts.

Conducted over 3,000 qualitative studies

across telecom, FMCG, banking, social, political, automotive, real estate, tourism…to mention a

few!

WE ARE // Marwa Farid / MANAGING PARTNER

Marwa spent her entire research career in the qualitative research and built the biggest

qualitative department in Nielsen Middle East.

“Research is my first love after my family and it is my sacred passion.” Marwa Farid

1998 2007 2009 2011

Established iQual with Perry

Bahgat

Expanded partnerships across

MENA

2012

Promoted to Regional Research Director

2005 2008 Jan 2011 August 2011

Joined TNS Egypt & North Africa

Joined TNS UK, Technology Practice working in Nokia

global team

Joined Synovate heading the technology sector in Egypt & North Africa.

Research Manager for Dr. El Baradei

presidential campaign

Tas worked across different cultures and regions in North Africa, Middle East and UK with global and house-hold brands.

“Research is my passion..I love it! facing new challenges, seizing new opportunities and discovering your own unique potential....it is my passion said I J” Tasbih Mohamed

WE ARE // Tasbih Mohamed / RESEARCH DIRECTOR

She poses expert knowledge in Telecom, Technology, CPG and Durables with special focus on quantitative spanning tracking and ad-hocs… Tas leads the digital game changing projects for iQual developing the next big things.

Joined iQual as Research Director

2012

Tas is the Z gen. of Market

Research with a modest

aspiration to change the

world through meaningful

knowledge. An addict of

French culture, political and

social reforms, diving and fine

coffee.

Menna has extensive

experience in research

across Africa, Middle East

and Turkey. She enjoys

travelling, painting and is

addicted to chocolate.

Menna strives to continuously

generate value-adding insights that

aid business decision making and influence

brand strategy.

Menna has managed both Qualitative and Quantitative studies across FMCG, telecom, banking and social research among others

WE ARE // Menna Edrees / RESEARCH DIRECTOR

On both the agency and client side, Menna has worked on strategic and innovation research projects with the

objective of achieving the best marketing mix and ultimately driving growth.

“I love that research brings me closer to all kinds of people, opens infinite doors for creativity and

enables me to make a difference.” Menna Edrees

2004 2007 2008 2010 2011

Joined Synovate Egypt

Joined Synovate UAE managing regional key

accounts

Re-joined Synovate heading the Unilever business in Middle

East and North Africa

Joined iQual as a research director

2012

Joined Unilever Gullf; Regional CMI team for

Africa Middle East Turkey

Joined Unilever MASHREQ;

Regional CMI

Lenny has been in the

Market Research industry

for decades in various

senior levels roles, most

notably as CEO of full

service agencies

He is a global authority in the research business and a thought after speaker on the

future of market research

Leonard Murphy / GLOBAL INNOVATION ADVISOR

I fell in love with iQual from the first sight, the people, the vision behind it and their passion of doing something really meaningful excited me to be be part of this team and the cause, It s exciting to

bring the future of market research to the Middle East through iQual same time as it is happening in the developed market – Thomas Freedman was right…..the world is flat.

He lives in Atlanta, GA with his 4 children, should- be-Sainted wife, 2 dogs and a

clinically insane cat.

!

Lenny is the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report. a key consultant to numerous market research agencies. He is involved with

numerous organizations including The ARF, NY AMA, NewMR & MRGA, Chairs

OUR SCOPE

Consumers

Youth

Children and Kids

Trade, Business & Industrial

Employees

Electorates

Sectors

Consumer Packaged

Goods

Retail & Distribution

Financial Services

Telecom &

Technology

Media & Publishing

Education & Training

Public Service

Tourism, Travel & Leisure

Political

People

We are in the ANSWERS business. Our core expertise is in market research and

information consultancy.

Hard–to-Reach

Industrial &

B2B

Electronics &

Durables

Oil & Gas

OUR CAPABILITIES

Markets and Categories

New Products and Concepts

Marketing Mix

Trade and Channel

Pricing

Segmentation

Techniques

Focus Groups & IDIs

Sensory Tests

Innovation Workshops

With Consumers

Multi Variat

Analysis

Conjoint and Trade

Off

Text and Data

Analytics

Biometrics Neuro-science

Behavioral Economics

Services

ORGANIC Qualitative

INSIGHTFUL Quantitative

Hybrid iQQTM

Positioning

Advertising, Communication and Media

Online Surveys

Mobile Surveys

Econome-trics

Global Connectivity

Biometrics developed by MIT powered by Affectiva

Neuroscience powered by Forbes Consulting

Mobile research powered by On Device Research

Behavioral Economics powered by HotSpex

Online powered by Reality Mine and Pure Profile

Text and data Analytics powered by Decooda

through partnerships and alignments

Innovation worshops powered by +genius

MRoI powered by Brand Finance

RECENT SUCCESSES FMCG

Telecom and Technology

RECENT SUCCESSES Political

Professional Services

Mr. Amre Moussa Presidential Campaign

Dr. Mohamed El Baradie Presidential Campaign

Dr. Mohammed S. El Awa Presidential Campaign

RECENT SUCCESSES Various In Banking, Building Materials, Education, White Goods, Durables and B2B

Mona Al Banan Brand Advertising Vodafone Egypt iQual are young at heart, energetic with enthusiastic work style, they are really different from all other agencies. Speed is important to us as well as quality insights. With iQual we get both and their recommendations are always impactful. They are well aware of the Telecom business challenges and competitiveness in which always makes our brief to them an easy task. Quality is represented throughout the research process from field recruitment, experienced moderators to insightful findings.

“testimonials” Yasmeen El Boghdady Strategy, Insights and Research Vodafone Egypt iQual always showed high flexibility and understanding, they do deliver on their promise of personalized service. They truly understand the nature of the telecom industry in terms of speed and dynamism while delivering without fail high quality insights at very tight timelines and with positive disposition.

Bahia Obeid Consumer Insights Manager Vodafone Egypt iQual understand that the essence of research is people, the relevant experience and the personal dedication are the two distinct advantages of iQual -they have the collective experience of the global agencies and they apply it in an unprecedented way with innovation and business sense. They know what research should do to the business, this is evident in their fresh thinking, quality of execution and their recommendations are beyond the obvious and always give us insights to push business forward, with iQual our research budget is an efficient investment and effective exploration of competitive edge.

Yasmine Abdul Aziz Research Manager Edita iQual is a true example of the right mix of professionalism, experience and care for their business partners. They showed exemplary understanding to our needs and flexibility to change to better suit our issues. Their recruitment of respondents is spot on, high quality reporting with relevant recommendations that reflect their deep understanding of the business, besides all that… they’re fun to work with.

“testimonials”

Ahmed El Kobtan Regional Insights Manager, Pepsi Lipton International Pepsico Asia, Middle East and Africa I can always depend on iQual, when we have a complicated study that requires a clear way forward, their innovative approach and in depth analysis have always worked for us, their fresh thinking and models provide superior insights and their quality of execution is outstanding specifically the selection of respondents and the exceptional moderation, and they are very pleasant to work with.

“testimonials”

Randa Hagag Marketing & Communication Director Dr. ElBaradie's Presidential Campaign This is one impressive piece :-) I couldn’t let go before I finish it all.

Osman Badran Managing Partner, Founder Brand Bees iQual redefines research by paying careful attention & consideration when collaborating with us to deliver compelling brands. For us, they are the right research partner.

Seif Rateb Brand Manager Americana We truly do appreciate the work that iQual did, the technical expertise and personal service are outstanding coming at excellent value. Their report was simple, insightful and freshly informative. With such work we confidently proceeded with our marketing investment.

Reach and coverage across Middle East and North Africa

Operating offices in Cairo, Egypt and Doha, Qatar Representative offices in Dubai, UAE and Georgia, USA

Contact us ASK@iqual.co

Visit us www.iqual.co

11/12, Mostafa Refaat St.

Sheraton Buildings, Heliopolis

Cairo, Egypt

Telephone +20 2 22 66 6294

602, NBKS Building

P.O.Box 23183

Doha, Qatar

Telephone +974 44 36 4901