For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

1. The effectiveness of online research
Sameh Lutfi
22.09.10

2. AGENDA
Global research industry highlights
Research in the Middle East & North Africa
Y! Maktoob Research close-up
Yahoo! Presentation, Confidential 2

3. Global research industry highlights
Top-20 players
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4. Global research industry highlights
Latin America
Spend in general $1,700m, 5%
Asia Pacific
Global market research turnover: $4,538m, 14%
US$ 32 billion (2008)
US$ 28.9 billion (2009)
Europe
$16.066m, 49% North America
$9,629m, 30%
Middle East &
Africa $529m,
2%
ESOMAR estimates. Rounded figures are presented, percentage point
changes in market share compared to 2007 are provided between brackets.
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5. Global research industry highlights
6%
OnlineSurvey
Online trends (1) 52%
6%
Survey within online communities 38%
8%
Using Panels for sample (net) 36%
8%
2009 versus 2008 usage of Hybrids 33%
quantitative research methods Proprietary Panels 6%
29%
12%
Acess Panels 27%
3%
Mobile/SMS 23%
6%
Surveys ob Blogs 23%
15%
Face to Face/Intercept 21%
22%
CATI 15%
6%
Survey in Virtual 14%
CAPI 12%
13%
IVR Surveys 11%
8%
Mail Surveys 20%
6%
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6. Global research industry highlights
Hybrids (use 2 or more qualititative) 6%
Online trends ( ) 6%
38%
Interviews/groups using online communities 33%
Using Panels for sample (net) 7%
33%
Ethnography 7%
2009 versus 2008 usage of 26%
7%
qualitative research methods Text-Chat Online focus groups 25%
Bulletin Board studies 7%
25%
Interviews or Monitoring Blogs 5%
24%
Traditional Focus Groups 13%
23%
In person IDIs 11%
21%
Video Based online focus groups 7%
21%
Telephone IDIs 10%
19%
Text-Chat Online IDIs 7%
16%
Video Based online IDIs 5%
15%
Telephone Focus Groups 10%
11%
Yahoo! Presentation, Confidential 6

7. Global research industry highlights
Sources of turnover
Research Business to
Institutes 3% Business 4% Advertising
Agencies 3%
Manufacturing
Wholesale &
47%
Retail 4%
Largest markets: Others 4%
Financial
1. Fast-moving Services 5%
consumer goods
2. Pharmaceutical and
Utilities 7%
healthcare sector
Public Sector
9%
Media 14%
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8. Global research industry highlights
Spend by method
Other
Total
Qualitative
6%
Online, 20%
Telephone, 18%
!
14% Automated
Digital/Electronic,
17%
Face to face, 12%
Postal, 5%
Online
traffic/audience,
1%
Other
Quantitative, 7%
Group
Discussions, 9%
In-Depth
Interviews, 3%
Total Other Qualitative,
Quantitative 2%
80% Others, 6%
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9. Global research industry highlights
Main buyers criteria Online advantage trend towards online
Online research has many
advantages:
 Larger sample in short time span
 Fast and high response rate
 Reliable results
 No data entry mistakes
(73%) (76%) (82%) (88%) (91%) (92%)
 More open-ended comments
Understanding Data Timeliness Cost Quality Effectiveness
 Multi-media can be incorporated method security results control
Yahoo! Presentation, Confidential 9

10. AGENDA
Global research industry highlights
Research in the Middle East & North Africa
Y! Maktoob Research close-up
Yahoo! Presentation, Confidential 10

11. Research in the MENA region
Main players
Offline (FTF/CATI) Online
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12. Global research industry highlights
Why online? Median Age
Japan 44.2
A big factor in the new media consumption growth in the Arab world is that UK 40.2
young people make up a large proportion of the regions population. More Russia 38.4
than half the people in Yemen, Oman, Kuwait, Saudi Arabia, Jordan and US 36.7
Morocco are less than 25 years of age. China 34.1
Brazil 28.6
Indonesia 27.6
India 25.3
Tunisia 26 Iraq Philippines 22.5
Morocco Lebanon
25 Jordan Bahrain
Libya 2009 Midyear Population, by Age and Sex
Algeria Qatar
Western Egypt Saudi
Sahara 27 UAE Egypt Jordan KSA UAE US UK
25 Arabia
Mauritania 22 Oman Younger than 15 years
19
15-24 years
Yemen
17 25-34 years
Ages per country
Djibouti
35-44 years
Over 45 years
Somali
Yahoo! Presentation, Confidential a 12

13. AGENDA
Global research industry highlights
Research in the Middle East & North Africa
Y! Maktoob Research close-up
Yahoo! Presentation, Confidential 13

14. Y! Maktoob Research close-up
 Active Members Across Continents
 Access to the largest active consumer panel across continents… and growing…
Egypt (235,884)
Algeria (49,212)
Morocco (40,617)
Libya (15,578)
Tunisia Lebanon Iraq
Morocco UAE (79,841)
Kuwait Saudi Arabia (256,251)
Jordan Bahrain
Jordan (60,401)
Libya Egypt Qatar
Western Algeria UAE Yemen (11,127)
Sahara Saudi Arabia
Iraq (18,579)
Mauritania Oman Lebanon (7,069)
Yemen Kuwait (35,981)
Bahrain (9,664)
Djibouti Oman (10,469)
Qatar (14,288)
Somalia
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15. Maktoob Research close-up:
Y! our services Research
Maktoob close-up
Our services

16. Y! Maktoob Research close-up
Full research package Developing
Data Questionnaire
Cleaning and Invitation
Email
7 Detailed Analysis &
Reporting: Translating
Fieldwork Questionnaire
Statistical Data and Invitation
Analysis With SPSS Email
Testing Programming
Questionnaire Questionnaire
and Invitation & Designing
Email Invitation
Email
Yahoo! Presentation, Confidential 16

17. Y! Maktoob Research close-up
Ad Campaign Testing
 A recent study showed that the majority of marketers from large to midsize companies
are encountering problems justifying display advertising and/or web 2.0 budgets to
their management teams. Lots of articles are being written about companies struggling
to understand visitor behavior and to produce analytics they trust to give them a
good picture of their ROI.
 We are the FIRST company in the MENA region that offers a product that measures
online campaign performance. When your campaign is running on Yahoo! Maktoob
properties, we will measure the performance using the tagging technique.
Yahoo! Presentation, Confidential 17

18. Thank you…
QUESTIONS?
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19. sameh
lutfi
head of client development
sameh@yahoo-inc.com
Mobile +971 55 2213359
Y!IM samehlutfi@ymail.com
Yahoo! Presentation, Confidential