Nielsen KAEC Qualitative Proposal 280919

NIELSEN MARKET RESEARCH SERVICES
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
PREMIUM BRITISH CURRICULUM BOARDING SCHOOL

A Qualitative Research Proposal For Understanding Saudi
Families interest in the proposed concept
September 2019
BACKGROUND TO THE RESEARCH
EEC, the city developer and operator of King Abdullah Economic

City, desires to establish the first ‘UK branded K-12 boarding
school’ in Saudi Arabia.
Confidential and proprietary. Do not distribute.
The school aims to target high income families across KSA who
seek top quality education for their children and would be
and proprietary.
interested in a weekly boarding program.

Company (US), LLC.
Confidential
In order to test the school concept, identify areas of improvement,

Company.
Nielsen
shape the overall offering and understand the potential enrollment

TheNielsen
2017The
rates, EEC seeks to undertake a process of consumer insight

© 2017
Copyright ©
Copyright
market research.
*As mentioned in the RFP 2
OBJECTIVES FOR THE STUDY
KAEC is looking to conduct research for the proposed Boarding School
Project fulfilling the following objectives:
1 2
Understand customers’
perception of and level-of Understand drivers and
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
interest in the value barriers to the concept

proposition
3 4
Get Qualitative/ directional

Gain a better understanding of
inputs towards the school’s
the profile of target market
tuition and boarding fee.
*As mentioned in the RFP 3

NIELSEN IN BRIEF

4
“Nielsen is a global measurement and
data analytics company that provides the
most complete and trusted view available
of consumers and markets worldwide.”
5
BENEFIT 1:
Global leader of market research, analysis and consumer insights
GLOBAL
Nielsen is the unparalleled Market Research
LEADER
leader across the globe with offices in over
100 countries. We have full service offices in
all major countries in the GCC region.
Every year Nielsen conducts more than 1

million interviews across different consumers
in the region.
6
NIELSEN REACH AND EXPERIENCE
Nielsen is the world's leading provider of marketing information, audience measurement, and business
media products and services.
Where we are globally
• Nielsen is part of the Standard & Poor's

500 Index - an American stock market
index
• Nielsen operates in over 100 countries.
• Covering more than 90% of the world's
population.
• 44,000+ employees.
• Trusted by over 10,000 clients as their
source of marketing information.
• Revenue in excess of $6.5 billions…
twice as large globally as the nearest
competitor
7
BENEFIT 2:
Vast experience of studies across the region
EXPERTIZE
REGIONAL
Nielsen over the years has successfully executed a
number of studies in multiple countries across the
globe. Our experience and outreach is far beyond
than any other agency.
We have rich experience (both of KSA market as well

as other regional markets) of conducting opinion

surveys, maintaining rigorous sampling techniques
and optimizing resource productivity. Every step of
the way we ensure highest quality and international
standards are met.
8
BENEFIT 3:
International quality standards
INTERNATIONAL
STANDARDS
Nielsen ensures international quality standards and best
practices are met at every step of the way, right from the
point of first interaction till the final delivery of insights.
Quality at Nielsen is of utmost importance and to ensure

this we have an entirely separate department
responsible for performing these checks. If any

survey/interview is not at par with the quality, it is
rejected and a new interview is conducted to fill in the
gap.
9
NIELSEN EXCELLENCE IN KSA
Operating in the Kingdom for 3 decades now.
FOOTPRINT STAFF AND SERVICES OFFERED

INFRASTRUCTURE
• Present in KSA since 1982 • Customized research
• • 30+ client service executives
Head office in Riyadh • Quantitative
• Client servicing team operating • A dedicated Qualitative CSS team
with a mix of males and females – • Qualitative
across Riyadh and Jeddah.
all Arabs
• Field offices across 5 Key cities • Retail services
• A team of 20+ Saudi CSS and field
(Jeddah, Riyadh, Dammam, Abha

staff • Retail management services
and Tabuk) covering the entire
nation • 35 field managers and supervisors
(excluding interviewers) headed by
the national operations manager
• Interviewer pool of 500+ full and
part time with a mix of male and
female interviewers
• 15 data processing executives
10
OUTLINE OF SCOPE OF WORK

11
RESEARCH FRAMEWORK - MODULAR APPROACH
Nielsen recommends a 2 pronged approach to achieve the desired objectives of the research
1 EXPLORE 2 QUANTIFY
QUANTITATIVE MODEL
QUALITATIVE MODULE:
Concept evaluation/ testing of the proposed
Exploratory phase to get the insights
concept and pricing to assess consumer experience
on recognizing choice drivers and deal
and acceptance of the same
breakers, and understanding various
motivators and barriers to school
selection for Saudi Families
Qualitative Module Quantitative Module

Family Discovery
In depth interviews with key decision

makers and influencers (father and
mother) to explore decision making However given the current focus of the RFP, the
current proposal only covers the details for the
Qualitative module although we suggest a follow
up Quantitative research as well
12
Qualitative module

13
NIELSEN RECOMMENDS A DEEP-DIVE
360°EXPLORATION OF THE SAUDI FAMILIES
AND THEIR NEEDS AND EXPECTATIONS FROM
SCHOOLS

QUALITATIVE RESEARCH FOCUS
UNDERSTANDING
EXPLORE SAUDI FAMILIES’
RESPONSE TO PROPOSED
EXPECTATIONS, CONCEPTS -
NEEDS AND ASSOCIATIONS,
BENCHMARKS FROM PERCEPTIONS AND
SCHOOLS/ BOARDING
SCHOOLS IN KSA
EXPERIENCES TO
IDENTIFY STRENGTHS,
meaningfully WEAKNESSES AND GAPS
DIFFERENT
MAP THE DECISION

UNDERSTAND FEEDBACK ON
MAKING PROCESS AND THE PROPOSED BOARDING
DYNAMICS SCHOOL, CURRICULUM/
TO UNDERSTAND KEY BOARDING DESIGN AND COST
MOMENTS OF TRUTH, ROLE STRUCTURE OF THE CONCEPT
OF INFLUENCES AND (QUALITATIVE UNDERSTANDING SO
INFORMATION SOURCES DIRECTIONAL ONLY)
15
QUALITATIVE FOCUS: MAPPING THE DIFFERENT
INFORMATION AREAS TO BE COVERED
WHAT WILL BE COVERED? WHAT IS THE FOCUS? WHAT WILL IT UNDERSTAND?
Understand parents needs, EXPLORE PARENTS AND STUDENTS Expectations,

expectations, decision EXPECTATIONS, NEEDS AND benchmarks and needs
OPPORTUNITIES from school selection in
making process and choice
parameters KSA
DECISION MAKING DYNAMICS
MOTIVATORS AND BARRIERS TO

Understand appeal, SELECTION Brand positioning and
motivators and barriers to KEY INTEREST POINTS/ HOOKS, fit within the education
understand key associations POSSIBLE CONCERNS AND landscape
and perceptions of concept DETRACTORS
Response on the proposed Cues for further

IDENTIFY HOW THE PROPOSED
curriculum/ boarding improvement and
CONCEPT FIT THE NEEDS AND
design and cost structure EXPECTATIONS OF SAUDI FAMILIES future course of action
of the concept AND AREAS FOR IMPROVEMENT
16
START BY UNDERSTANDING WHAT IS THE MEANING
OF K-12 SCHOOLING EXPECTATIONS FOR SAUDI
FAMILIES
We will explore the prospective decision makers (father + mother) in detail:
Psychographics and Lifestyle
Expectat Role
Who is ions Model,
he/ she from Values,
children Habits
Understanding lifestyles: Contextual understanding of their lives

Understand their expectations, dreams and aspirations for their children
Own lifestyle changes as perceived in past 5- 10 years, changes in lifestyle within KSA
Life drivers: Their life goals, values, attitudes, needs from life? Their dreams, goals and ambitions? If they had a magic
wand- what are the top 3 wishes from life? What aspects of their life are they unhappy about?
How do they look at education for their children? What are the current gaps and challenges with
education in KSA?
How would options like the proposed school fit into their lives today 17
ZOOMING OUT FOR A CONTEXTUAL
UNDERSTANDING… OUTSIDE-IN APPROACH
Preferences across DECISION MAKING
SCHOOL for schools– role of
OPTIONS… influencers, typical
motivators, journey, key
barriers, hooks moments of truth
Identifying the
Identifying entry
NEED-STATES across
points, triggers for
parents and hence
brand choice and
their expectations
possible detractors
and benchmarks
Exploring the SCHOOL NEEDS

TRIGGERS AND Brand competitive
various
BARRIERS landscape – focus
ASSOCIATIONS –
BRAND on proposed
functional and
concept vs. other
emotional with LANDSCAPE options available
schooling in KSA
18
IDENTIFY “MOMENTS OF TRUTH” IN THE DECISION
PROCESS
EXPLORE THE PARENT+ STUDENT Experience and
EXPECTATIONS, NEEDS AND expectations from
CHALLENGES DURING THE DECISION selected school
Parent and
student
experience
MAPPING THE
ASSOCIATIONS AND Concerns &

Areas of Comparison
EXPERIENCE WITH dissatisfiers
Improvement with other brands
SCHOOLS AT EACH
TOUCH POINT ACROSS Key hooks and
Positive
THE ENTIRE DECISION
experiences
JOURNEY Possible touch
points that can
Need Gaps with be leveraged
the current further
schooling
experience
19
WE PROPOSE TO USE DELTA QUAL™ TECHNIQUE
TO CAPTURE “MOMENTS OF TRUTH”
The DeltaQual methodological framework is a strong analytical tool which relies heavily on techniques borrowed from
anthropology and cognitive interviewing and uncovers “moments of truth” or “deep seated drivers of choice”
3 Points of differentiation and pillars of DELTA QUAL :
Focusing on how consumers think and act and make choices as opposed to focusing on
how they perceive the product/ service
Heuristics are simple ‘rules of thumb’ which allow the customers to bypass or avoid a
lengthy process of weighing pros and cons in order to arrive at a ‘right’ decision/ choice.
We use this techniques in DeltaQual in order to understand consumer choice behavior

by re-creating previous decision making and purchase occasions.
20
DeltaQual helps you
Levers for KAEC :

• What stages of decision making are most open to
• Recognizing various
Maximum influence ?
Impact • Where and on what should you focus your efforts ? parent motivations
• What do you need to communicate at each stage ? • Leveraging important
Touch Points
• Leveraging important
Choice Drivers and Deal
Tactical • What are the tangible indicators of category rules
Breakers
• How can you build them into your mix ?
Activities
• Further enhancing the
overall decision
experience
Grow • What Delta Moments cause a re evaluation of default
• Filling the need gaps and
Market choices ? cutting off the current
share • How can you brand leverage on this ? pain points
21
SAMPLE OUTPUT: DELTAQUAL APPLIED FOR
SELECTING THE SCHOOL
PSYCHOLOGICAL/PHYSIOLOGICAL PERSONALITY SOCIAL CONTEXT
- Reflects my self image and aspirations for my child - Look for schools that are
- Safe and secure for the child popular among social group,
communities
FUNCTIONALITY/ DRIVERS FOR SCHOOL

PRODUCT ATTRIBUTES SELECTION MARKET
- Best quality ENVIRONNMENT

- High technical specifications of • Access to the preferred
education/ teaching brands
- International standards RELATIONSHIPS • Preferred locations / types
- Appealing aesthetics -family- meet needs of individual of properties
family members • Financial support available
- or spouse preference as should
meet their demands as well
Consumer Driven
Marketing Driven
22
EXPLORE THE PERFORMANCE OF PROPOSED CONCEPT
VS. OTHERS
1 Current 2 Competitive
Brand Assets Evaluation
Current assets and strengths of How does proposed school stack up against
proposed school other schools available? What is the response
Any overarching associations with to the proposed design, format and prices at
proposed school proposed school?
4 Creating 3 Current Brand

Differentiation Architecture
What ideas would help proposed school drive a What are the core imagery, values and
stronger relevance among Saudi parents? symbols associated with proposed
What communication cues can engage school?
consumers better? Are consumers associating proposed
school with only specific values?
23
PROPOSED METHODOLOGY
Family Discovery Sessions

(Interviews with father+ mother)
Key Purpose and Details
In depth interviews with key decision maker and influencers (Father+ Mother) to explore
decision making
• While the husband is expected to be the financial decision maker/ provider, the wife will also play a critical
role in decision making hence her opinion is also very important. Thus, we suggest in home interviews where
we will meet both husband and wife and interview them together
• Further, when possible, we will also interact with the student/ child to understand their needs and
expectations
• Duration: 2 hours
24
DEFINING THE TARGET PROFILE
Family interview with Husband + Wife

SEC A - Family income should more than 350 K SR yearly and they can spend on
education for one kid around 90 K SR yearly
Age of child: 5-15 years
Saudi Locals
NOTE: Given the difficulty in access to the proposed family profile, Nielsen
would be able to undertake the research ONLY if the client / KAEC can provide
access to the respondents and ensure recruitment for the same.
The proposed sample, costs and timelines are with the assumption that the
client / KAEC will provide access and recruitment of the respondents
25
SAMPLE DETAILS
FAMILY INTERVIEWS WITH

JEDDAH RIYADH
HUSBAND AND WIFE
Families with school going child of
age 5-10 years 2 2
Families with school going child of

age 11-15 years 2 2
TOTAL OF 8 FAMILY INTERVIEWS WITH HUSBAND + WIFE
26
TIMELINES

27
Qualitative TIMELINES
W1 W2 W3 W4 W5 W6 W7 W8
Calibration meeting
QUALITATIVE
Confidential and proprietary. Do not distribute.
DG preparation, translation & approval
Recruitment & Moderator Briefing

and proprietary.
Project setup & fieldwork

(US), LLC.
Transcriptions & analysis

CompanyConfidential
Submission of report
Company.
Nielsen
TheNielsen
 IMPORTANT POINTS:
2017The
 Any delays in approval & finalization of the research instrument or receipt of stimulus materials would tend to spill over into the subsequent stages
© 2017
 The timelines do not include Fridays & Saturdays (included only for Field activities) and National Holidays (eid or otherwise)
Any delay arising due to any unforeseen circumstances, may hamper the timelines. However the same will be intimated to the client immediately.
Copyright ©

Copyright
 Please note that the proposed sample, costs and timelines are with the assumption that the client / KAEC will provide access and recruitment of the respondents
28
INVESTMENT

29
PROJECT INVESTMENT
For the scope of work described in this proposal the project investment (excluding VAT) will be as
follows:
Project fee – 8 Family Interviews

USD 12,000 SAR 45,000
in Jeddah and Dammam
“The document includes the substance of our Financial Proposal, and our charges are exclusive of any applicable
tax. You are responsible for all value-added, consumption, goods and services, sales, use, and similar taxes
(“VAT”) due with respect to the consulting services (excluding, for the avoidance of doubt, any taxes on our
income, assets or employees) and shall pay these at the rate and in the manner for the time being prescribed by
applicable law, rules and regulations”.
The cost provided includes cost for design of research instruments, moderation, transcription, analysis
and reporting. This does not include cost for recruitment of respondents or simultaneous translation.
30
PAYMENT TERMS AND CONDITIONS
Validity
This proposal is valid for 90 calendar days from the date of submission
Payment terms
• 50% Advance upon signing of contract
• 50% Upon submitting final deliverables
• Invoices are payable 30 calendar days from the date of issuance
Other conditions
• Above quoted fees are based on the scope of work described. Any change in this will result in change of fees
• We will be able to start working on the project once we get the signed Client Acceptance Form (CAF) and first invoice
cleared
Cancellation clause
• Minimum charge of US$ 3,000/SAR 11,250 (plus executive time cost plus pro-rata direct expenses incurred on the
project) will be levied in case client decides to cancel the project at any stage after commissioning
Further details of our terms and conditions are included in section “Nielsen terms and conditions”
31
NIELSEN KNOWLEDGE AND CAPABILITIES

32
WHY NIELSEN, A THIRD PARTY RESEARCH COMPANY?
Unbiased & open feedback Trained fieldwork team
Nielsen can bring an objective, unbiased third Specially trained for capturing short exit interviews where
party view to the research. respondents don’t have much time; Special & context specific
protocol training
Respondents are often reluctant to criticize
and discuss weaknesses if they are
approached directly. With high quality third- Regional expertize
party research conducted under the Additional insights based on our
relevant codes of confidentially,
EXPERTIZE
vast experience in GCC region
REGIONAL
respondents are often more comfortable &
expressive.
A third-party provides that critical degree of

separation that encourages respondents to Unbiased analysis
open up and discuss issues more freely. Deliver unfavorable findings
Best practices & protocols High quality reporting

Up-to-date knowledge of best practices for relevant Quick and efficient turn
research technique, international code of conduct & around for reports
guidelines
High data Quality Advanced analytics

Multi level checks post collection of data to Extensive skills and experience to create
maintain high level of data quality standards decipherable information from the data
33
NIELSEN EXCELLENCE IN KSA
Operating in the Kingdom for 3 decades now.
FOOTPRINT STAFF AND SERVICES OFFERED

INFRASTRUCTURE
• Present in KSA since 1982 • Customized research
• • 30+ client service executives
Head office in Riyadh • Quantitative
• Client servicing team operating • A dedicated Qualitative CSS team
with a mix of males and females – • Qualitative
across Riyadh and Jeddah.
all Arabs
• Field offices across 5 Key cities • Retail services
(Jeddah, Riyadh, Dammam, Abha • A team of 20+ Saudi CSS and field
staff • Retail management services
and Tabuk) covering the entire
nation • 35 field managers and supervisors
(excluding interviewers) headed by

the national operations manager
• Interviewer pool of 500+ full and
part time with a mix of male and
female interviewers
• 15 data processing executives
34
NIELSEN KSA CLIENT SERVICE STRUCTURE
In our efforts for greater Client Centricity we structured our Client Servicing teams into
practice groups…
Govt. & Technology

Social Practice Practice
Nielsen
Financial Consumer
Practice Practice
35
KSA FIELD CAPABILITIES
• 272,000 Consumer Interviews
• 217,000 CAPI device interviews
CAPABILITY*
• 35,000 PAPI interviews

• 10,000 Telephonic interviews
• 10,000 Online interviews
• 491 Focus Groups
• 430 In-depth Interviews
• 14,700 Mystery Shopping
The only company in Saudi that conducts a full scale Retail census annually across FMCG, Auto, Telecom, and Pharma .
• 100+ cities / towns covered across the country – both urban and rural
• 140,000+ outlets covered
Have the facility to conduct both CATI and CAPI methodology

• 300 CAPI machines
• The best in class CATI setup with 30 work stations
*Managed up to 2018
36
OUR COMMITMENT TO SAUDI BUSINESS
Strategic collaboration with JCCI
37
SUCCESSFUL HISTORY
A long and successful history of servicing public sector clients
KSA UAE Egypt Pakistan

• Yesser – E-Government • Sheikh Khalifa Government Excellence Program • Ministry of • Aga Khan Health Services
• Riyadh Airports • General Secretariat of the Executive Council Transportation • USAID
• SCTH Abu Dhabi • Global • Telecom Regulatory
• Economic Cities Authority • Abu Dhabi Education Council Entrepreneurship Authority
• Ministry of Commerce & • American Hospital Monitor (across 8 • World Bank
Industry • Dubai Health Care City countries) • Aga Khan Health Services
• Ministry of Labor • Center for healthcare planning and quality (CPQ) • Egypt Tourism Authority • DFID UK
• National Guards Hospital • Prime Minister’s Office UAE • Ministry of • UNICEF
• HRDF • Ministry of Presidential Affairs communication, • PSI
• ERADA • UAE, Ministry of Economy information and
• SEEC • Abu Dhabi Statistical Department technology (MCIT)
• Tatweer Holding • Technology Development Committee Abu Dhabi • Information Technology
Jordan
• Maarif for Education • Federal Electricity & Water Authority Industry Development
• King Abdullah II's
• King AbdulAziz Foundation • Department of Municipal Affairs, Abu Dhabi Agency (ITIDA)
Government Excellence
• Ronald Berger • Abu Dhabi General Services • Al Ahram Weekly,
Award
• World Bank • Sk. Khalifa Fund, Abu Dhabi Government of Egypt
• UNICEF Jordan
• Abu Dhabi Media Authority Publication
• British Council
• Al Ain Municipality • Industrial Modernization
Bahrain • ABT Associates
• ADNOC Centre
• EDB
• The Executive Council, Dubai • British Council
• E-government
• Dubai Municipality
• Tamkeen Qatar
• Jabal Ali Free Zone Area
• EWA • Qatar Foundation
Lebanon • Doha Airport
Oman • UNDP • Qatar General Water &
• Oman Tourism Electricity Authority
38
NIELSEN SERVICING STRUCTURE UNIQUELY OFFERS
Experienced team
Local knowledge and regional experience
Integrated solutions with established models (Qualitative & Quantitative)

Strong operational capabilities with different applications to research
39
OFFERING YOU A WIDE VARIETY OF SOLUTIONS
The complete range of answers to no matter what your current demands for information
are
Retailer
Qualitative Quantitative
Services
Consumer Research Retail

Measurement
40
DETAILS OF PROFESSIONAL MEMBERSHIP
Nielsen is a member of ESOMAR.
ESOMAR (European Society for Opinion and Market Research) is a world organization for enabling better research into markets, consumers
and societies. ESOMAR represents the interests of the data, research and insights profession at an international level.
41
NIELSEN’S EXPERIENCE
(PARTIAL LIST OF PROJECTS)

42
NIELSEN’S PUBLIC SECTOR EXPERIENCE
Sector Description Coverage
Kingdom Wide
Government Evaluating awareness, usage , and satisfaction of different communication channels available for the employees.
4,000 Interviews
Measuring the overall opinion & level of awareness about various programs. Kingdom wide
Government
4,500+ Interviews
Kingdom wide
Government Evaluating awareness usage and satisfaction with government agencies via e-services platform
2,000 Interviews
Evaluating brand imagery of MOL, HRDF, HAFIZ, TAQAT & NITIQAT Main cities
Government
150 Interviews
Kingdom wide
Government Quick response survey for 40 festivals to understand the experience and opinion of the visitors.
16,000 Interviews
To gauge parents satisfaction with school system to further improve the education standards. Kingdom wide
Government
This study was conducted across school in KSA through both qualitative and quantitative techniques. 18,000 Interviews
Evaluate current employee engagement & satisfaction levels, evaluate HR and other services provided, and understand reasons
Kingdom wide
Government behind turnover. This study was conducted across the schools in KSA through both Qualitative and Quantitative (online self-
2,000+ Interviews
completion) techniques.
Understanding preferences, behaviors and decision making process relevant for labor market outcomes and social protection in KSA Kingdom Wide
Government
to support the Saudization process 10,000+ Interviews
Kingdom wide
Telecom Estimating Enterprise market share. Sizing SME component with KSA and their telecom spend
2,000+ Interviews
Kingdom wide
Government Measuring Hotels & Furnished Apartments and Tourism related Business Performance KPI’s
1,740 Interviews
Main cities
Apparel Demand Estimation, Value Chain Understanding, Identifying Customer Needs and Mapping Opportunity Areas
500 Interviews
Main cities
Insurance Segmentation, Brand Health Tracking & Customer Satisfaction
800 Interviews
To obtain a comprehensive image of communication between employees to analyze and understand the dynamics of internal Kingdom wide
Government
communication. 2,600 Interviews
Kingdom wide
Government Demand Survey (International visitor survey , Domestic & Outbound visitor survey)
45,900 Interviews
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NIELSEN’S PUBLIC SECTOR EXPERIENCE -CONTINUED…
Study Name Type of Research Brief Description
Passenger Satisfaction Quantitative A study with the Dammam airport to understand Passenger satisfaction with the retail.
Inventory of Tourism Statistics Quantitative A census exercise across 22 key cities of the Kingdom.
Understanding how Saudis choose their holiday To understand various trip characteristics and decision dynamics associated with choosing these countries
Qualitative
destination as their choice of holiday destination.
To Assess the Views and Opinions that Public and Other Industry Partners have of the Tourism Sector in
Perception Study Quantitative
Saudi Arabia
EVALUATION OF NEW CORPORATE LOGO Qualitative To evaluate this logo among public and industry prior to launch.
Estimating Domestic and Outbound tourist traffic and understanding travel behaviour among residents of
Domestic and Outbound Tourism Survey (DOTS) Quantitative
Saudi Arabia
International Visitor Survey (IVS) Quantitative- Estimating International tourist traffic into KSA and to understand the travel behaviour of these visitors.
Getting a better understanding of Region specific Tourism Activity from the perspective of visitors to that
Regional Tourism Survey (RTS) Quantitative
province. This was conducted for all the provinces of the kingdom.
To analyze the current school vacation structure in Saudi Arabia and also to evaluate 3 alternate vacation
Vacation Study Quantitative
scenarios with a view to understand the link between leisure time and taking of holidays.
Domestic Tourism Survey (DTS) Quantitative To estimate tourist traffic and understand travel behaviour of Domestic Tourists
To understand the attitude of the private sector organizations & businessmen on the development of the
Business Sector Survey Quantitative
tourism industry.
In 2013, the client wanted to assess the contribution of tourism on the economy and employment creation
for which they asked Nielsen to conduct the tourism Economic Development Study. The objective was to
TOURISM ECONOMIC DEVELOPMENT STUDY Quantitative take opinions from key stakeholders on how they feel tourism has contributed to the overall economy. The
economic development of tourist destinations and the employment creation through its policies and
initiatives.
The accommodation survey is a supply side assessment of the accommodation facilities for tourist in the
kingdom.
ACCOMMODATION SURVEY Quantitative
The goal is to capture the hotel and furnished apartment industries KPI’s in terms of occupancy rates,
number of guests, number of Bed Nights
Tourist Satisfaction Survey (Tracker) with quarterly sample of 1,250 (5,000 yearly)
Tourist Satisfaction Survey Quantitative
across 20 cities in KSA
Quick response surveys (QRS) are a strategic avenue in tourism research for the kingdom. It is a feedback
on the various festivals, exhibitions and events conducted across KSA.
QUICK RESPONSE SURVEYS (QRS) Quantitative The Objective of the QRS is to capture the visitor count of the festivals, their quick feedback on the event
and to measure capture the characteristics and expenditure of the tourists in order to measure the
contribution of the event to the overall tourism movement. 44
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45
NIELSEN TERMS AND CONDITIONS
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occasioned by factors outside its control (including, without limitation, postal or other communication delays, industrial disputes, fire or accident, governmental act or natural catastrophe).
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the project schedule resulting from any late changes requested by Client to the project's research criteria or methodology or resulting from Client's delay in providing prototypes or other materials necessary for
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treat all Confidential Information of the other party with the same degree of care as it accords to its own Confidential Information, but in no event less than a reasonable degree of care; and, if requested by the
other party, will destroy or return to the other party all Confidential Information upon termination or expiration of this Agreement.
5. ACCURACY
5.1 Client recognizes that data contained in the report are estimates derived from sample surveys carried out in accordance with accepted market research methods and as such are subject to limits of statistical
error.
5.2 ACNielsen shall use reasonable endeavors to ensure the accuracy of the report. Sources of information are not always under ACNielsen’s control.
6. LIMITATION OF LIABILITY; INDEMNITY

6.1 ACNielsen shall refund any fees paid for reports or other contract deliverables that it fails to deliver. ACNielsen shall use reasonable efforts to correct errors Client identifies in information ACNielsen has
delivered. If Client returns all copies of uncorrectable erroneous information delivered by ACNielsen, ACNielsen shall reimburse Client for its proven actual damages from such errors, up to an aggregate
maximum not to exceed ACNielsen’s charges for the erroneous information. Except for the liabilities specifically assumed in the indemnification provisions of this Agreement and for breaches of confidentiality
(paragraph 4), neither party shall otherwise be liable, in contract, tort (including negligence) or otherwise, for any loss, expense or damage of any kind including, without limitation, direct, special, incidental or
consequential damages, due to any failure to furnish or delay in furnishing any services, any errors in any services, reports or data, or their use by Client or others. ACNIELSEN SHALL NOT BE LIABLE FOR
ANY CLAIM BROUGHT MORE THAN ONE (1) YEAR AFTER THE CAUSE OF ACTION HAS ACCRUED. These remedies are exclusive.
46
NIELSEN TERMS AND CONDITIONS
6.2 ACNielsen will indemnify and hold harmless Client, as well as its officers, directors, employees and agents, against any cause of action based on a claim for personal injury or damage to tangible property
resulting from any act or omission of ACNielsen or any of its employees or agents; provided that Client gives ACNielsen prompt written notice of such claim and ACNielsen has control of the action including
sole right of settlement. ACNielsen shall pay any final award or settlement resulting from such claim.
6.3 Client agrees to indemnify and hold harmless ACNielsen, as well as its officers, directors, employees and agents, against all claims, damages, loss or expenses arising from Client’s disclosure of the report
outside of Client’s internal organization or from any use of the report other than as expressly permitted in this Contract.
6.4 In the event that ACNielsen is commissioned to conduct a survey requiring respondents to examine, use or consume any materials, including, without limitation, food, drink or medications, the Client shall indemnify
ACNielsen, as well as its officers, directors, employees and agents, against any claim by anyone relating to the description, presentation, use or consumption of these materials, whether or not the Client is the
manufacturer or distributor of or agent for distribution of such materials.
7. INSURANCE
7.1 ACNielsen represents that its ultimate parent company has over US$ 4 billion in annual sales and that such parent company carries liability insurance covering ACNielsen and other forms of insurance
coverage consistent with prudent practices in its business.
8. PAYMENT TERMS
8.1 Unless stated to the contrary in the proposal the fee for the survey shall be payable in two equal instalments as follows:
• 50% on the date of acceptance of the proposal;
• 50% on delivery of the final report.
If Client requires a draft report, ACNielsen reserves the right to invoice up to 90% of the fee on delivery of the draft report.
8.2 Invoices, including those for any applicable tax, are due upon presentation. Interest accrues on invoices unpaid after thirty days at the lesser of 1.5% per month or the maximum allowed by law. Client agrees
to indemnify ACNielsen and pay all other costs and expenses ACNielsen may incur in recovering the amount due, including any attorneys’ fees (on own lawyer-client basis) debt collection agency fees.
8.3 In the event the scope of the survey expands, ACNielsen reserves the right to renegotiate the project fees.
8.4 Transnational research conducted by or for ACNielsen may be affected by currency exchange rate fluctuations. In the event exchange rate changes lead to an effective decrease of 5% or more in one or more
of the markets between the date of project commissioning and date of delivery of the final deliverable , ACNielsen reserves the right to renegotiate the project fees.
9. TERMINATION
9.1 Either party may terminate this Agreement in the event of a material breach by the other party which remains uncured after thirty (30) days following notice, or in the event the other party becomes the subject
of a proceeding in bankruptcy/insolvency or its equivalent.
9.2 Termination for Convenience: Should Client cancel a survey after it has been commissioned, Client will be liable to pay that proportion of the agreed fee that covers all work carried out and expenses incurred
and financial commitments entered into by ACNielsen subsequent to the date of commissioning and prior to the date of termination, plus 25% of all remaining fees.
10. NON-SOLICITATION
10.1 Client agrees that it will not solicit or hire any ACNielsen employee on whom ACNielsen depends, in whole or in part, for performance of its obligations under this Agreement without first giving ACNielsen
written notice of its intent to do so and a reasonable time within which to secure a replacement. ACNielsen shall be relieved of servicing obligations performed by that employee during any time that a position
is made vacant by Client’s hiring any such ACNielsen employee. Client shall reimburse ACNielsen for recruiting, hiring, training, relocation and other out-of-pocket costs incurred in securing a replacement.
11. GENERAL
11.1 These terms, together with the proposal and its acceptance, shall constitute the entire contract between ACNielsen and Client with respect to the survey described in the proposal.
11.2 No alterations to the specifications set forth in the proposal or to the contract shall be made unless proposed in writing by one party and accepted in writing by the other party.
11.3 This Contract and the parties’ respective rights and duties shall be interpreted and governed in accordance with the laws of Kingdom of Saudi Arabia without regard to its conflict of laws principles.
12. PERSONAL INFORMATION OF RESPONDENTS

12.1 All personal information collected in relation of performance of the Activity (the Respondent data) shall be treated a secret and will not be divulged, unless authorized by its owner or following a court order. It
shall be prohibited to use the Personal information for any purpose not related to the performance of a study.
47
THANK YOU.!!
For any queries please contact:
Hossam Abdel Qader
Hossam.abdelqader@nielsen.com
059-525-5600
Nielsen (VNU MARKET RESEARCH SERVICES LIMITED)

Office No. 10, 3rd Floor
Al Ra’idah Building, King Fahad Street
P.O.Box 350222 – Zip Code: 11382
Riyadh, Saudi Arabia
+966-11-205 9091
NIELSEN
VNU MARKET RESEARCH

SERVICES LIMITED

48

Nielsen KAEC Qualitative Proposal 280919

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NIELSEN MARKET RESEARCH SERVICES

PREMIUM BRITISH CURRICULUM BOARDING SCHOOL

EEC, the city developer and operator of King Abdullah Economic

interested in a weekly boarding program.

In order to test the school concept, identify areas of improvement,

shape the overall offering and understand the potential enrollment

rates, EEC seeks to undertake a process of consumer insight

interest in the value barriers to the concept

Get Qualitative/ directional

*As mentioned in the RFP 3

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Every year Nielsen conducts more than 1

Where we are globally

• Nielsen is part of the Standard & Poor's

We have rich experience (both of KSA market as well

as other regional markets) of conducting opinion

Quality at Nielsen is of utmost importance and to ensure

responsible for performing these checks. If any

FOOTPRINT STAFF AND SERVICES OFFERED

(Jeddah, Riyadh, Dammam, Abha

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Qualitative Module Quantitative Module

In depth interviews with key decision

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

MAP THE DECISION

Understand parents needs, EXPLORE PARENTS AND STUDENTS Expectations,

MOTIVATORS AND BARRIERS TO

Response on the proposed Cues for further

Psychographics and Lifestyle

Understanding lifestyles: Contextual understanding of their lives

Exploring the SCHOOL NEEDS

ASSOCIATIONS AND Concerns &

3 Points of differentiation and pillars of DELTA QUAL :

We use this techniques in DeltaQual in order to understand consumer choice behavior

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Key Purpose and Details

Family interview with Husband + Wife

FAMILY INTERVIEWS WITH

Families with school going child of

TOTAL OF 8 FAMILY INTERVIEWS WITH HUSBAND + WIFE

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

DG preparation, translation & approval

Recruitment & Moderator Briefing

Project setup & fieldwork

Transcriptions & analysis

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Project fee – 8 Family Interviews

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

A third-party provides that critical degree of

Best practices & protocols High quality reporting

High data Quality Advanced analytics

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(excluding interviewers) headed by

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