Qualitative Research

Tools: PARC: In Depth Interviews In Depth Interviews offer our researchers the opportunity to collect vivid, descriptive data regarding people's behaviour, attitudes and perceptions. These are normally conducted when the subject or context is such that a one to one interaction is more productive. The interviewer uses the loosely structured nature of the interview to delve deeper into the opinions manifested by the respondent and manoeuvre the questioning accordingly. Generally, an In Depth interview lasts for approximately 45 - 90 minutes.

Group Discussions:

PARC's unparalleled understanding of the cultural milieu of the Arab world forms the cornerstone of our Research philosophy. Our 'Focus Studios', provide an ideal ambience for participants thereby facilitating self expression and free flow of ideas. An average focus Group Discussion could span anywhere between 1 ½ - 2 ½ hours. The duration is dependant on the profile of the respondents and the research question at stake.

Gang Surveys are a very intelligent hybrid of quantitative and qualitative methodologies. This method enables us to incorporate key normative measures to give figures and tabulations, as well as use topical discussions using qualitative techniques to provide insights wherever required. About 12 ~ 14 members are invited for the gang survey that lasts approximately 1 ½ to 2 hours.

Media Research

PARC conducts many Adhoc Media Research projects mandated by publishers and broadcasters for specific objectives:

• New publication concept test
• Refreshed publication concept explanatory research
• TV program analysis, to detect factors of success ar weakness and propose remedy
• New TV program concept test
• Anchors and presenters research to nurture and breed talent and successful professionals
• Advertising reading and noting tests
• Editorial analysis to explore style, depth and breadth of coverage, crispiness of stories, and overall effectiveness

A host of methods, research disciplines and techniques are used to explore, investigate, capture and analyze data to provide scientific support to media research requirements.

Target Group Index

The Target Group Index is a continuous survey of consumer usage habits, media exposure and attitudes. It is currently available for Saudi Arabia, United Arab Emirates, Kuwait, Egypt and Lebanon to assist the understanding of target markets and to aid marketing and advertising decisions. TGI is an unrivalled source of marketing and media research information.

Omnibus

The Omnibus is a multi-client shared research vehicle targeted to the general public. The Omnibus is a classic, proven research instrument allowing comparison over time.

Advertising Monitoring

PARC is Middle East's most trusted monitoring service for broadcast TV, radio, print, cinema and outdoor media. Our products and services are invaluable tools for advertising agencies, account planners, media houses, auditors and marketers. We offer the most comprehensive and in-depth coverage in the 13 media markets covering GCC, Pan Arab media, the Pan ArAsian media and Levant media.

PR Monitoring

With advertising and news media being so diversified in current times, enormous man and money resources need to be expended to track everything that public media reports about your specific industry, company, brand, products, services and those of your competitors within your own geography.

PARC Newslog

Stay up to date on your competitor's activities!

Designed for anyone who's interested in PR monitoring, media reaction to information and staying up to date on what's happening in the market. Powered by skilled researchers trained to monitor and sieve the required information from the most exhaustive list of publications from around the Gulf and the Levant. Measure the efficiency of your PR activities through instantly generated online reports.

Mystery Shopping

Mystery Shopping is a tool used to evaluate customer service, operations, employee integrity, and product quality. It aims to clearly establish where you are, where you want to be,and how PARC: Mystery Shopping mystery shopping can help get you there. PARC has developed Mystic, a comprehensive web-based solution Mystery Shopping is performed in person / on-site location, telephone and via web.for data handling and reporting Mystery Shopping Research findings via the internet. Mystic allows channel managers to receive alerts, read scored records and reflect on comments from PARC's analysts to take action on the most pertinent issues in real time.

Online Survey

CAWI (Computer Assisted Web Interviews) are Online surveys. The survey questionnaire is uploaded to a dedicated web-server. The respondents follow on-screen instructions to complete the survey.