Millward Brown, a brand, media and communications research specialist, launched Firefly Millward Brown, its qualitative practice, in Saudi Arabia in mid-September.
The unit develops innovative approaches to discover and illuminate consumer insights and drive brand success. Firefly’s area of expertise includes communications touchpoints, brand equity and positioning, new product development, segmentation, category and target exploration, shopper marketing, channel optimisation and multi and transculturalism.
Commenting on the launch, Charles Foster, Regional Managing Director Millward Brown Africa and Middle East said: “We know marketers seek a better integration of qualitative and quantitative insights. As part of the global Firefly Millward Brown network, our specialist team is designed to collaborate and deliver holistic solutions; partnering with our clients to build effective campaigns and grow great brands.”
Rasha Metwali, Associate Director of Firefly Millward Brown in Saudi Arabia, who will lead the team, added, “We are focused on generating insights about consumers and working with brands to develop appropriate strategies to leverage those insights. Firefly’s unique tools and methodologies uncover the elusive and explain the ‘why’ behind consumer behaviour, choice and preference.”