Industries
Five sectors, and the questions we answer in them.
A focused scope is a decision we publish. Naming the five sectors we work in, and the marketing question we answer inside each one, gives you something you can check on the first call.
Where we work
The question we answer in each one.
Financial services and fintech
Who is the addressable customer for a new product, and how does the proposition differ from the firms already selling to them.
Real estate and property
Who is buying, at what price point, and what does the buyer already believe before an agent ever speaks to them.
Retail and consumer
What drives category choice, where the shopper converts, and what a price change would cost in volume.
Technology and SaaS
Which segment to enter first in the Gulf, direct or through partners, and what the first ninety days should look like.
Travel, tourism and hospitality
Which source markets are worth the media, and what does the traveler compare you against before they book.
01 · Sector
Financial services and fintech
Who is the addressable customer for a new product, and how does the proposition differ from the firms already selling to them.
Financial services is the densest competitive set in the market, and the sector where the size of the addressable customer base decides whether a new proposition is worth launching. The work here is usually a segment model built on a defensible denominator, followed by a competitor landscape that separates what a rival claims from what a rival can be shown to do.
What we typically produce
- Segment model and sizing
- Competitor landscape
- Battlecards
- Messaging framework
02 · Sector
Real estate and property
Who is buying, at what price point, and what does the buyer already believe before an agent ever speaks to them.
Property marketing in this market runs on inventory and urgency, which leaves what the buyer believed before contact as the open question. The useful work is usually a usage and attitude study on pre-contact belief, sized against a real buyer population as the denominator.
What we typically produce
- Usage and attitude study
- Segment profiles
- Positioning statement
- Channel and budget plan
03 · Sector
Retail and consumer
What drives category choice, where the shopper converts, and what a price change would cost in volume.
Category inflation here diverges sharply from the headline rate, so the pricing decision is taken against the category number. The work is category-level sizing, a conversion map, and a price sensitivity read that names its own confidence.
What we typically produce
- Market sizing model
- Usage and attitude study
- Cross tabulated data tables
- Channel and budget plan
04 · Sector
Technology and SaaS
Which segment to enter first in the Gulf, direct or through partners, and what the first ninety days should look like.
Most technology entrants into this region arrive with the product decision settled and the market decision live. The work is an entry-segment choice with the arithmetic that decides direct against partner, and a ninety-day roadmap with a stop condition agreed before launch.
What we typically produce
- Ideal customer profile
- Channel plan
- Launch roadmap with decision gates
- Competitor landscape
05 · Sector
Travel, tourism and hospitality
Which source markets are worth the media, and what does the traveler compare you against before they book.
Inbound demand here is spread across multiple source regions, and the largest country markets differ from each other in language, party structure, and price expectation. The work is source-market prioritization and a consideration-set study that records the comparison the traveler actually makes.
What we typically produce
- Market sizing model
- Segment model and sizing
- Competitor landscape
- Messaging framework
How the scope was chosen
We work where research can settle the question.
These five sectors share one property. The marketing decisions inside them turn on evidence that can be collected in this market, at a defensible cost, in a timeframe that still fits the decision. Send us your question and we will tell you on the first call whether it sits inside that scope.
Tell us the question.
If desk research answers your question in three weeks, we will tell you that in writing. Send us the question and we will scope the work it takes to answer it properly.
Office No. 1101-393
The Offices at Ibn Battuta Gate
Jabal Ali First, Dubai, United Arab Emirates
We reply within one UAE business day.