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Desk research and AI have inherent limitations and create echo chambers. The consultant's dilemma: speed vs depth We've all been there. The client needs insights yesterday. The PowerPoint deadline looms. So you dive headfirst into desk research, skimming reports, scrolling through industry analyses, and yes – asking AI to synthesise everything the internet knows about your topic. But here's the uncomfortable truth: secondary research alone creates a dangerous echo chamber. As consultants, we often convince ourselves (and our clients) that this approach is sufficient. After all, it's cost-effective, quick, and appears comprehensive. Yet the most seasoned consultants know that real competitive advantage comes from what isn't readily available to everyone else. The data trap most consultants fall into Recent research from McKinsey shows that 78% of strategic decisions rely primarily on existing data rather than fresh customer insights. This approach might tick the efficiency box, but at what cost? Secondary research and AI tools can only regurgitate what's already known. They excel at processing historical data but fall spectacularly short when it comes to capturing the nuanced reality of today's consumers – particularly across different cultures and markets. "In a world where everyone has access to the same reports and the same AI tools, how will your recommendations stand out?" The cultural blindspot AI can't overcome AI might be brilliant at aggregating information, but it fundamentally lacks the cultural context that shapes human behaviour. In our work across six continents, we've repeatedly seen how dramatically consumer attitudes differ from what the data predicted. Take our recent project in Egypt , where we partnered with a leading Japanese producer of condiments and MSG. Their quantitative models predicted moderate adoption rates for their flagship product, but our ethnographic home visits with Egyptian housewives and in-depth interviews with head chefs revealed surprisingly higher acceptance than expected. By observing actual cooking processes and conducting blind product testing in a professional kitchen, we uncovered nuances about authenticity, family traditions, and brand trust that no algorithm could have captured. In a market with limited official data, these human insights were invaluable for our client's expansion strategy – providing the confidence to move forward where desk research alone would have suggested caution. The personalisation imperative: Beyond cultural relevance Today's consumers don't just want brands to "get" their culture, they want brands to "get" them as individuals. The real challenge facing our clients isn't simply making their brand relevant in a market, but creating connections that feel one-to-one for each customer – at scale. And let's be honest – the stakes couldn't be higher. Recent research shows that over 66% of consumers say they're likely to switch brands if they feel like just a number instead of an individual. This isn't just about preference; it's about business survival. Desk research might help you understand broad cultural contexts, but it can't reveal the nuanced personal expectations that drive individual purchasing decisions. Only by engaging directly with real people can we uncover the emotional drivers that create lasting brand connections at the individual level. Beyond the numbers: The human insight advantage and necessity for primary research for consultants What truly transforms a decent presentation into actionable business strategy? Real people sharing real experiences. When we conducted ethnographic observations in Egyptian homes, we weren't just collecting data points. We were watching how housewives from different socioeconomic backgrounds actually stored their spices, how they combined flavours, and the emotional significance behind certain cooking traditions. These insights simply don't exist in any report you can download. Primary research delivers: Contextual understanding  that numbers alone can't provide Cultural nuances  missed by even the most sophisticated algorithms Unexpected insights  that challenge your assumptions A competitive edge  through proprietary knowledge Personal connections  that reveal how to make customers feel individually valued Where even the best desk research falls short Secondary research is undeniably valuable. We use it ourselves to establish baselines and identify knowledge gaps. But it's simply not designed to: Uncover emerging behaviours not yet documented Explain the 'why' behind the statistics Reveal the emotional drivers of decision-making Identify the unmet needs your competitors haven't spotted yet Show how individual consumers want to be uniquely understood and valued As one client recently told us after watching Egyptian chefs discuss their supplier relationships firsthand: "I've been reading about this market for months, but I learned more in three hours of these interviews than in all those reports combined." Striking the right balance: Complementary approaches The most effective consultants know when desk research needs complementing with focused human insights. They understand that the richest opportunities often emerge from what people do, not just what they say in surveys. In the Egyptian seasonings project, the client had exhausted all available desk research before approaching us. The market data was scarce and outdated. Without our in-home visits and chef interviews, they would have been making a multi-million pound investment decision based on incomplete information. How we bridge the insight gap At MindMarket, we're obsessive about connecting businesses with authentic human insights from anywhere in the world, without the hassle. We handle all the complexity of international research – from recruitment to moderation to analysis – giving you a single point of contact for uncovering the truths that will genuinely drive your client's business forward. Our approach is brilliantly simple: we take care of the logistical nightmares so you can focus on what matters – getting the insights that will give your consultancy work the edge. Making your consultancy indispensable The truth is, your clients don't just want data. They want understanding. They want confidence in their decisions. And increasingly, they're questioning the value of recommendations based solely on desk research when their competitors might be accessing the same information. By incorporating targeted primary research into your consulting toolkit, you're not just delivering a more robust product – you're positioning your firm as one that goes beyond the obvious to deliver truly differentiating insights that help brands connect with customers as individuals, not just demographics. Ready to go deeper? If you're ready to complement your desk research with authentic human insights that your clients can't find anywhere else, let's chat about how we can help your next project go beyond the obvious. After all, in consulting, it's not just what you know that matters – it's what you know that nobody else does. About MindMarket : We exist to connect businesses with authentic human insights from anywhere in the world, without the hassle. From London to Dubai, we handle the complexities of international fieldwork so you don't have to. Contact us at curious@themindmarket.com   or visit www.themindmarket.com  to learn more about our approach to human-first research.

Emirati Couple shopping at Dubai Mall Beyond the Surface: The Real Middle East Consumer Story Did you know that in Riyadh, major purchasing decisions often involve consultation with up to seven family members? Or that Dubai's luxury shoppers are increasingly seeking sustainability credentials alongside premium experiences? The Middle East represents one of the most dynamic and rapidly evolving consumer markets globally. With its rich cultural heritage and technological advancements, understanding consumer behaviour in the Middle East  requires more than just surface-level analysis – it demands a deep understanding of cultural nuances and evolving consumer preferences. For multinational companies looking to gain a competitive edge, these key insights are invaluable. "The biggest mistake we see global brands make is treating the Middle East as a homogeneous market. Each country – and even cities within countries – has its own distinct consumer personality." – Kais Ben Hadj Salah, Co-Founder & Director, MindMarket How to Conduct Market Research That Reveals Authentic Middle Eastern Shopping Habits When we conduct market research in the Middle Eastern market at MindMarket, we consistently uncover how misleading broad regional generalisations can be. The Middle East is not a monolithic market but rather a tapestry of diverse cultures across different countries, each with its own local market preferences  and social norms. Last year, we developed culturally sensitive research to interview consumers across three Gulf countries who were all classified as "luxury shoppers" based on spending patterns. What emerged was fascinating for businesses aiming to increase market share in these regions: UAE luxury shoppers  prioritised exclusive experiences and global brand alignment Saudi luxury consumers  placed higher emphasis on bespoke customisation and heritage storytelling Kuwaiti participants  demonstrated stronger interest in limited-edition collaborations and VIP shopping services "Let's be honest – international research can be a logistical nightmare. That's exactly why we exist: to handle the complexity so you don't have to," says Sina Salah, our Founder and Director. "Our ability to conduct market research in multiple languages gives our clients a broader audience understanding." The Digital-Physical Balance: Not What You'd Expect In our recent fieldwork across Dubai , Riyadh , and Cairo , we discovered that while digital adoption is accelerating universally, consumer electronics and social media platforms play a significant role in shaping market dynamics differently across the region. Digital shopping in the UAE  is characterised by: Extensive online research before purchasing Heavy reliance on peer reviews for customer satisfaction Preference for in-store collection despite online browsing Mobile-first browsing but often desktop completion Meanwhile, Saudi Arabia consumer behaviour  increasingly shows comfort with end-to-end digital journeys, particularly among younger consumers who show: Higher trust in online payment systems Preference for video content in marketing materials Strong influence from local social media platforms Growing interest in augmented reality shopping experiences driven by innovation in the industry These emerging trends present significant potential for marketing strategies tailored to specific needs of target audiences in these new markets. Cultural Influences on Purchasing: A Day in the Life Let me take you through a typical shopping journey we observed during our ethnographic research in Doha , which demonstrates how cultural norms play a crucial role in purchasing decisions: The Al-Mansour family's decision to purchase a new television begins not with a solo online search, but with a Friday family gathering. Opinions from the grandfather (who rarely uses the TV) carry significant weight alongside the teenagers' technical specifications requirements. The shortlist is developed collectively, and the final purchase happens during a family mall outing where three generations evaluate the options in person - a process that would be unusual in many Western nations but is common in the Middle East. The impact of cultural influences on purchasing  cannot be overstated in Middle Eastern consumers' journeys. This collective decision-making, which significantly affects brand reputation, is particularly evident in high-involvement categories like automotive , housing , and even premium electronics. Understanding these expectations is vital for successful marketing campaigns in the region. The Evolution of Middle Eastern Luxury Consumers The perception of Middle Eastern luxury consumers  as merely big spenders oversimplifies a sophisticated market. Our research has uncovered a growing segment of discerning luxury consumers who value craftsmanship, heritage, and exclusivity over mere status display. "We're seeing a remarkable evolution in luxury consumption across the GCC. Today's Middle Eastern luxury consumer is increasingly values-driven, seeking meaningful connections with brands rather than just conspicuous consumption." – From our 2024 Luxury Consumer Report In the UAE and Saudi Arabia, we're witnessing a shift towards "quiet luxury" – understated yet high-quality products that communicate refinement rather than ostentation. This trend is particularly pronounced among younger, globally educated consumers who are redefining what luxury means in a regional context. The Halal Ecosystem Beyond Food While halal product preferences  have traditionally focused on food, we're now seeing the concept expand to encompass lifestyle categories including cosmetics, pharmaceuticals , and financial services . Our bulletin board studies with consumers across the region demonstrate that halal certification is increasingly viewed as a quality assurance mechanism rather than purely a religious requirement, especially among younger demographics. What we're seeing in the halal marketplace: Growth of halal cosmetics and personal care (+18% CAGR) Expansion of halal-certified pharmaceutical options Rising interest in halal travel experiences Continued strong preference for Sharia-compliant financial products Middle East Retail Insights: The Mall's Evolving Role Our Middle East retail insights  reveal that despite the rapid growth of e-commerce, physical retail remains vitally important. The mall culture is deeply embedded in GCC shopping habits , with air-conditioned shopping centres serving as community spaces where shopping is just one component of a broader social experience. A fascinating insight from our recent focus groups in Qatar and Kuwait highlighted how shopping often involves extended family outings to malls, which serve as social hubs rather than merely retail destinations. However, we're seeing interesting hybrid models emerge: Click-and-collect services gaining popularity in the UAE "Try before you buy" home services expanding in Saudi Arabia Social shopping communities influencing pre-purchase decisions Mobile payments at physical locations becoming the norm Navigating Regional Differences: A Tale of Two Cities Meet Fatima and Layla – both 28-year-old professionals with similar incomes and educational backgrounds. Fatima lives in Jeddah, while Layla resides in Riyadh. Despite their similarities on paper, our research revealed striking differences in their consumer behaviours: Fatima (Jeddah) Layla (Riyadh) Brand Influence International Local with global quality Shopping Cadence Weekly mall visits Monthly mall, weekly online Influencer Impact Medium High Decision Factors Personal preference Family input These differences extend to media consumption, influencer impact, and brand perception. For instance, our research shows that while Western influencers may have cache in Dubai's expatriate-heavy market, locally-relevant content creators hold significantly more sway in Saudi Arabia and Kuwait. The Way Forward for Global Companies For global companies looking to succeed in the Middle East, three principles stand out from our research: Authenticity matters : Consumers across the region quickly distinguish between brands that genuinely engage with local culture and those that merely apply surface-level localisation. Patience pays dividends : The relationship-based nature of Middle Eastern business and consumer culture means that long-term commitment to the market yields exponentially better results than short-term campaigns. Human insights are irreplaceable : While data analytics provide valuable direction, there's no substitute for genuine human conversations to understand the "why" behind consumer behaviours. Beyond the Stereotypes: Current Trends and Market Size Worth Exploring The Middle East consumer landscape defies easy categorisation. While urban development and renewable energy initiatives reshape certain segments of society, cultural values continue to exert a significant role in consumer preferences despite economic fluctuations. At MindMarket, we believe that truly understanding this dynamic market requires getting beyond the boardroom and into the homes, shopping malls, and digital spaces where real consumers make their decisions. The market size and current trends present key benefits for businesses willing to invest in proper research. Ready to explore the Middle East market? Need human insights from across many countries in the Middle East to inform your market entry or expansion strategy? We've got you covered – all through a single point of contact. Contact our Middle East specialists today →  to discover how our on-the-ground expertise can transform your understanding of this diverse and dynamic market. About MindMarket : We exist to connect businesses with authentic human insights from anywhere in the world, without the hassle. From London to Dubai, we handle the complexities of international fieldwork so you don't have to. Contact us at curious@themindmarket.com   or visit www.themindmarket.com  to learn more about our approach to human-first research.