IRS is a marketing research firm providing qualitative research services with expertise in various areas and methodologies. Founded in 2010 by experienced researchers and marketers, IRS leverages a local understanding and international standards. The company aims to be a globally recognized leader through innovative approaches. IRS recruits diverse participants and has qualified moderators and translators. It ensures high quality through various procedures. Projects cover various sectors across Egypt and other regions.

1. Intelligent Research Solutions Credentials Presentation

2. Our Story In 2010 a team of experienced and passionateMarketing researchers and marketers decided to push the limit to reshape the highlights of the research industryin the region by establishing a pioneering Local consultancy and research company with International standards. Led by Samar Abdelaal, this team took the initiative to leverage its extensive global and multinational exposurealong with its profoundimmersion within the local market to Intelligent Research Solutions resonating with clients need to optimize their business decisions. IRS naissance is the beginning of the story, and with every success, every milestone a new chapter is formulated…

3. Company Profile IRS Marketing Research, is a qualitative marketing research boutique, providing actionable andmeaningful marketing research services to clients.. We are distinguished by our extensive expertise, Local and regional know how, diversity of disciplines, innovative spark, good relations with clients, talented passionate employees and enthusiasticspirit. IRS team builds on providing its clients with a close working relationship, “hands on” approach, and customized solutions.

4. Our Vision To be globally recognized as an authentic leader of the industry with boundless approach and reach; setting benchmarks for the best practices with its infinite talent, experience and expertise. IRS…LIVING RESEARCH

5. Analytical Why Intelligent? Influential Empathetic Timely Smart Deep Intuitive Innovative Visionary Efficient

6. we enthusiastically wake up every morning looking forward to this ‘Zest’ feeling that we get when we do our job Quality, Time & Cost Our own finger prints mark everything we do Consistently committed to deliver value in every single task we do. We customize research approaches to provide innovative consultancy Open to various cultures& mindsets, open to novelties, open to life Each project is a new born for us. We take pride in every step of the process till we deliver the final piece We constantly push our minds’ limits to see beyond the givens WE STAND TRUE TO OUR VALUES Our Values Integrity Efficiency Innovation Thinking Openness Accountability Ownership Passion Originality “We Walk the Talk”

7. Our Offering IRS caters to clients with interests in both the consumer and business sectors on a local, regional, and international basis. IRS qualitative team is fully immersed into the local culture with a profound understanding of its multi-facets and different textures. And a multidisciplinary background grounded in Sociology, anthropology, and economics, IRS qualitative offering is equipped with a well structured and highly qualified field force which caters to all qualitative research methodologies and designs Focused customized solutions and premium services with a competitive pricing approach.

8. Our Areas Of Expertise Insight Generation workshops Ethnographic Studies Shopper Insights Bottom of the Pyramid Studies Lifestyle Understanding and Segmentation Concept labs Product Concept testing Pharmaceutical Research

9. Methodologies FGDs MGDs In-depth interviews- -paired-triads Conflict groups Deliberative groups In home visits Ethno photography/Ethnography Mystery shopping-Mystery seller Shop-along Diaries placement Safaris Isle intercept-Exit interviews Car clinic Ethnography and video diaries Blog discussions and analysis Future Shaper discussions and panel development Online Ethnography

10. Qualitative Fieldwork Recruitment Field set up & logistics Moderation Simultaneous translation Transcription& Tabulation Quality assurance procedures Geographic coverage

11. Recruitment Respondents profile: High end consumers: Specialized/dedicated forces to recruit A+ /A respondents Low end consumers: B-C-D-E. Consumer panels Psychographic recruitment Early adopters Trend setters Motivational/attitudinal segments Experts: Embassies, Commercial Attachés Chambers of Commerce NGOs Government Officials

12. Field set up&Logistics

13. Venues Separate FGDs rooms with relaxed and proper atmosphere that suite different needs, one to one interviews, focus group discussion, SEC’s and consumer profiles. DedicatedIT support team Viewing facilities/one way mirror Large Screen TV, DVD & AUDIO in each room. DVD & Audio recording of your sessions. Digital Audio recording available on request Easily accessed Wide variety of client catering options On line viewing facilities Dubbing facilities

14. Logistics Flexible and varied plans for accommodations for outside Egypt clients Car reservations Airport pick ups

15. Moderation Qualified team of moderators with diversity in: Education Languages Genders Ages Researchyears of experience andbackgrounds Diversity ofindustry /market sectors and qualitative methodologies

16. Simultaneous Translation A qualified academic team of translators for different languages: English French

17. Transcriptions& Tabulation Transcriptions according to specific and clear rules and procedures in different languages: Arabic English French Note taking following a template format in different languages Dedicated team for griddingand tabulation Well structured gridding templates.

18. Quality Assurance Procedures Qualified team of project managers ensuringoptimum quality andmeeting dead lines. Qualified team of supervisorsreporting to project managers. RobustScreeners. Telephonecall back checks. Face to face back check upon respondent arrival. Exclusive and updated data base across ages, genders, life styles, etc. Ensuringgeographic representation of participants. Over recruitment. Personality test toensure recruiting articulate respondents.

19. Geographic Coverage Egypt (rural and urban): Upper Egypt Sinai Delta Suez Canal Africa: Algeria Morocco Libya Sudan South Africa South Africa Levant: Syria Jordan Lebanon GCC

20. Management&Research Team

22. Handled diversified management roles and responsibilities across different Multinational marketing research agencies GFK, NFO, TNS& Synovate.

23. Handled marketing research studies across Middle East and Africa (UAE, Saudi, Qatar, Yemen, Syria, Lebanon, Tunisia, Egypt, Morocco, Libya, Algeria, Sudan, Uganda, and Ghana).

24. Provided consultancy and business recommendations to key global, regional and Local accounts; Unilever, Nestle, Coca-Cola, Americana, Cadbury’s, Kraft, Citibank, BAT, Egypt Air,

25. Al Futtaim, Juhayna, Sanofe Aventis, GSK, Novartis.

26. Samar Abdelaal’s Specialties:

27. Specialized in FMCG, Healthcare, Technology, Real Estate, and Aviation.

28. Specialized in ethnographic studies / Motivational Segmentation /Trends- spotting/ Brand Equity/ Communication development / / Concepts recycling/ Loyalty & Satisfaction/ Shopper studies

29. Applied innovative qualitative techniques and methodologies; Observational techniques, Mystery selling, Ideation, Consumer Safaris, Ethno-photography.

30. Education

31. Bachelor Degree in Journalism and Mass communication American University in Cairo

32. Master’s Degree in Anthropology and Sociology American University in Cairo

33. Certified Dale Carnegie Trainer

34. Trainings:

35. NeedScope

36. Qualitative train the trainer

37. Ideation training

39. Insight activation for Low Income Consumers 2003

40. Triggers & Barriers for Deos: Egypt 2003

41. Archetypal tea development 2006

42. Skin care sensorial exploration 2007

43. Insight activation for Deos 2008

44. Skin care communication development workshop Egypt , Kenya 2008

46. Beverages motivation segmentation: GCC 2006

47. Bottom of the Pyramid culinary concepts evaluation: Egypt, Sudan, Ethiopia 2009

48. Dairy concept generation workshop: Egypt 2009

49. Shopper understanding: Egypt 2009

51. Communication concept ideation workshop 2008

52. New communication Campaign evaluation 2009

53. Understanding teens in Egypt 2009

57. Managed an exponential business volume delivering on quality and service excellence

58. Built a system of discipline, process and methodologies to mobilize the operations and ensure monitoring the performance inside the department.

59. Built a network of A+ class, B2B and high-profile hard-to-recruit respondents to serve the client’s demands

60. Delivered exceptional client servicing in terms of handling clients’ complaints & responding to them, reporting field progress & briefing them about recruitment process & techniques.

61. Successfully handled the fieldwork of all pharmaceutical business, both qualitatively & quantitatively.

62. Conduced training sessions for research department on the know-how of the qualitative fieldwork.

63. Conducted a learning program for the field people.

64. Responsible for writing the operations proposals and quotations for both internal and external clients.

65. Handled Multi-country projects management across the Middle east and North Africa

67. Managed a diversity of qualitative methodologies; Affinity groups, Conflict groups, Diaries, safaris, future viewers, ethno photographic research, creative labs, Mystery shopping, shop along, in home visits...etc

69. Won “Art Award of achievement” (2005) for the consistency of recruiting A class as required and” Team award”2004.

70. Built and Managed a team of English and Arabic free lance transcribers.

73. Skin care communication development workshop Egypt , Kenya 2008

75. Dairy concept generation workshop: Egypt 2009

76. Shopper understanding: Egypt 2009

78. IRS… LIVING RESEARCH