KAEC – King Abdullah

Economic City

K-12 British Boarding

School
Concept Evaluation
September 2019
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 TABLE OF CONTENTS

04 About Ipsos 31 Example Deliverables

10 Situational Analysis 38 Client Servicing

Capabilities and
12 Study Overview 43
Quality Control

46
Terms and
18 Quantitative Approach
Conditions

23 Qualitative Approach

3
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

Introducing Ipsos…
Our Global Expertise

Full offices in 89 Countries

3rd largest Founded in 1975
Global MR Listed in Paris Stock
agency Exchange

Conducted more than Total revenues

70 Million in 2018:
Interviews in 2018 1,75B Euros

Building relationships
16,500 with more than
employees
5,000 clients
 Introducing Ipsos…
Our Regional Presence

Lebanon Iraq
Tunisia Afghanistan
Morocco
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Algeria Kuwait Pakistan
Egypt Bahrain
Libya

Qatar
Saudi Arabia UAE

Largest Research agency in

#1 MENA

1,100 Employees across 13 offices

Ipsos Full Offices

Field & Aff. Offices

800 Clients across 15 countries

Years of experience in the

30 region
A Company That Goes Beyond Direct Research
The Most Comprehensive Syndicated Library in the Region
We know Saudi Arabia
We Shed Light On The Kingdom’s Trending Topics

Our Extensive Research

Experience In Saudi
Refined Our
Understanding Of The
Kingdom
All done through an extensive list
of expertise & specializations

In order to deal with

our clients’ issues and
offer them innovative
and comprehensive
solutions, Ipsos takes an
approach that combines
the skills within its lines
of specialization.
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

 Situational Analysis
KAEC is one of the most invested institutions in the development of Saudi Arabia. Provided the initiation of
Vision 2030, which aims to establish a diverse economy that capitalizes on various fields, the Kingdom is
expected to generate numerous new jobs. However, the responsibility of maintaining the growth following
Vision 2030 and filling these newly introduced vacancies rests upon the younger of KSA generations – those
aged under 25 years of age - which comprise around a half of the Saudi population’s composition. Hence, the
key to achieving a sustained economy lies in equipping the youth in Saudi Arabia with the required skills and
tools to lead the future of the Kingdom through proper distinct education.

The Saudi Ministry of Education is well aware of the room of improvement in the educational quality of the
existing facilities and the associated hardships of accomplishing that feat given the young nature of the majority
of the population. Nonetheless, the pursuance of higher education is vastly supported by the Saudi government
through scholarships and highly evident amongst the Saudi public. Furthermore, the government is on a
constant look out for the latest educational technology and regularly offers tutor orientation designed to match
the global educational standards.

In accordance, KAEC is aiming to set up the first UK boarding school. UK educational culture and K-12 schooling
are reputable on a global level. The offered programs allow individualized tutoring for each student through
monitoring, evaluating and addressing the learner’s assets and frailties over an elongated 13-year period. Thy
system further allows early specialization to accommodate each student’s traits, which is pivotal provided the
projected varying career opportunities succeeding the Kingdom’s vision 2030.

This is Where Ipsos Comes In!

Through deploying its topnotch analytical assets, Ipsos will serve in conducting a general assessment of the
market, identifying and locating the audience most likely to join the school, and subsequently providing a work
of artistry, rich with insight, which will enable KAEC to situate the circumstances to their advantage and secure a
favorable outcome.
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

Overview Of The Objectives
& Key KPIs To Identify..

Evaluating K-12 British Boarding School Perceptions

• Compose an understanding of parental attitudes towards boarding schools in KSA

• Asses general willingness to enroll and estimate expected enrollment volume

• Pinpoint the segment/segments with the highest likelihood to enroll and detail its
characteristics

• Resolve the optimal payment fees for both day and boarding schooling
*Price range to be provided by client and in turn projected to respondents to calculate sensitivity

• Identify the desirable features in a school in regards to :

1. Brand popularity
2. Weekly boarding
3. Extra-curricular activities
4. Capacity

• Establish a comprehension of drivers and barriers to success

• Uncover the selection criteria undertaken prior to registering in a school

Research Approach
A phased Two-Folds Modular Approach Is Recommended

Phase 1: Quantitative Methodology Phase 2 :Qualitative Methodology

A quantitative approach will allow a broader reach The qualitative module will serve in understanding
covering the entirety of the Kingdom with accesses parents’ mind-set towards boarding schooling, their
to niche segments. The method will provide a attitude towards it and decision making dynamics.
quantitative “measurable” understanding of the Additionally, it will help in refining the concept, and
concept’s acceptance with the target audience and enriching it’s proposition. The inclusion of the
address the inquiries of (e.g. the concept’s price qualitative approach is vital to sculpt a coherent
consent, potential enrollments). image of the parental perspective on boarding
schooling. The methodology functions in a manner
that accesses in-depth information through
thorough questioning, which is best adapted for
sensitive matters.
Overall Research Summary
Structure and Sample Design

Quantitative Sample Size Sample criteria Profile Admin Time

CAPI (F2F)
• SEC A Married with children aged
150 • All Nationalities between 5 & 15 years 20 Minute
• Western Province, Length of Interview
Riyadh, Dammam

Qualitative
Paired & Individual
Sample Size Sample criteria Profile Admin Time
in- depth Interviews 5 Paired • Residents of Jeddah, • Married with children
Yanbu, Meccah, aged between 5 & 15 45-60 Minutes
Interviews and 6 Madinah, Riyadh and years Length of Interview
Individual Dammam
• Exact nationalities to
Interviews be discussed
Study Deliverables & Client Role
• The deliverables for the program are as follows:
Final Approved
Quantitative Questionnaires and Qualitative Discussion
Questionnaires
Guides will be designed to collect parents' views and feedback
on the market which is required to conduct our analysis for
KAEC and the benchmark samples

Final Report explaining and highlighting the findings of the Discussion Final Report
study and outlining a refined situational analysis and way Guides
forward for the client The Timeline for the
project will vary
Full presentation of the quantitative and qualitative findings depending on the
to be conducted along with the recommendations suggested qual approach
to KAEC’s management selected by the client

Raw Data Results on SPSS or Excel along with our qualitative

records as per the client's preference allowing you to carry out Presentations
your own analysis.

• Client role & responsibilities

The client is to provide Ipsos with the necessary info to fulfill the research, which in this case includes:
▪ A price range for tuition and boarding school fees Raw Data
▪ A detailed description of the proposed concept to assess relevance, believability and uniqueness
▪ Feedback on the discussion guide/questionnaire and sign-offs
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

OVERIVIEW OF OUR QUANTITATIVE PROGRAM & EXECUTION
Evaluation & Optimization in a Single Test

Objective 1: Evaluate the Idea Objective 2: Optimize It

Assess concept potential based on concept Understand potential concept improvements:
performance:
• Concept wording
• Profile your innovation • Setting reasonable pricing
• Measure trial potential • Shape additional information desired
• Incrementality
Our Philosophy On Innovation Revolves
Around Three Important Metrics

Are the Ideas Do the Ideas Meet Do the Ideas Provide

Believable? Consumer Needs? Unique Benefits?
The Concept is Original in the Kingdom
The Challenge is to Construct Relevance!

RELEVANCE IS KEY! BE DIFFERENT!

Only 1 in 5 ‘Low Relevance’ innovations achieve winning trial –
compared to Half of ‘High Relevance’ concepts Success DOUBLES if the service or product offered is
differentiated

% Concepts Achieving Healthy Growth in Year 1 % Concepts Achieving Healthy Growth in Year 1
49% 47%

35% 36% 35% 33%

24%
19%

All Concepts High Relevance Medium Relevance Low Relevance All Concepts High Differentiation Medium Low Differentiation
Differentiation
20
QUANTITATIVE APPROACH
Evaluate your messaging… Concept Evaluator
Headline / Tagline Introducing Chocolate Break from Brand X. Enjoychocolate any time of day without the guilt .

Insight
I love chocolate , but sometimes I feel about eating it, guilty
especially in the morning before I have even eaten lunch. Font size reflects
Introducing new Chocolate Break from Brand X. A new, on the-go way for you to enjoy chocolate with all of Total Word Strength
Benefit(s)
the flavor you love, but without the guilt.
Key for Database
Reason(s) That’s because Chocolate Break has less calories than pure chocolate, but still has a rich Comparisons
to Believe chocolate taste for a that won’t ruin your diet. High Uniqueness; Hard to
Believe

Support Chocolate Break from Brand X is available in the following varieties: High Relevance; Low
Relevance
per piece in a 4 oz. on-the-go pack
Chocolate Break Original - 15 calories Polarizing (Highly relevant
Chocolate Coconut - 25 calories per piece in a 3.8 oz. on-the-go pack
for some, least relevant
for others)
Chocolate Break Peanut Butter - 30 calories per nugget in a 4.25 oz. take-along pack
Look for new Chocolate Break candy from Brand X in the candy section of your favorite store. Each pack with
Best Worst
individually wrapped pieces is priced at $.99.
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

Qualitative Approach Philosophy

LISTEN ENGAGE INNOVATE

TO YOUR TARGET WITH AND WINNING CONCEPTS FROM
AUDIENCE INTEGRATE THEM THE GROUND UP
Providing Directional Discovery Of Perceptions, Triggers, Barriers
And Experiences…With Boarding Schooling…
3
WHAT
PEOPLE
2 WILL DO
WHAT
PEOPLE
DO ASSESSING KAEC BOARDING SCHOOL
1 CONCEPT ON KEY INDICATORS:
WHAT COMPREHENSION, EMPATHY,
PERSUASION, IMPACT, RELEVANCE,
PEOPLE EXPLORING SCHOOLING NEEDS, NEED- DISTINCTIVENESS AND PURCHASE
THINK GAPS WITH RESPECT TO BOARDING INTENT!
SCHOOLING, POSSIBLE TRIGGERS AND
BARRIERS OF JOINING AND DECODING
DECISION MAKING
DYNAMICS/PARAMETERS OF CHOICE
AND SCHOOL SELECTION.
UNCOVERING DISPOSITION
TOWARDS BOARDING
SCHOOLING VIS-À-VIS
NORMAL SCHOOLING.
Covering The 4 Key Blocks of Consumer Understanding…

1 2
PERSONAL (“WHO” UNDERSTANDING) ATTITUDE TOWARDS SCHOOLING

• Values/Beliefs of the parents • Mindset

• Self-identity • Needs of their children
• Lifestyle • Attitude towards normal and boarding
• Influential relationships schooling
• Interests related to children and their • Schooling decision making dynamics and
education parameters of choice
• Active goals related to children and their WHO • Environments and situations when boarding
education schooling message is most relevant
INSIGHTS

3 ENVIRONMENT CONTACTS 4

• Trends (on education, and media) • Info seeking process

• Adoption of emerging media • Roles that touchpoints play
• Attitude towards schooling communication • Role of influencers
• Common characteristics of communication
preferences for schooling
Following Ipsos’ entire consumer path -to-Adoption model

School Selection SCHOOLING NEEDS AND ASSOCIATIONS

Explore parents expectations, needs

1. Awareness Needs, & benchmarks for schooling
Drivers
Triggers of selection
Sources of Information
And Influencers DECISION MAKING PROCESS
Map the decision making process and
dynamics
To understand key moments of truth, role
Decision of influences and information sources
4. Evaluation 2. Consideration Making
BRAND’S ROLE?
School research
Experience and And brand power Role of school brands/educational system
feedback. and barriers of school adoption
Need gaps?

Where and CONNOTATIONS WITH BRITISH

When to select, Associations SCHOOLING SYSTEM AND BOARDING
Why? How? SCHOOL

Expectation Defining attributes, associations with the

3. Conversion British schooling and boarding schooling
+ Generating insights, benefits & reasons to believe for the new
proposition (shared by KAEC) anchored in the consumer findings
Assessing the concept on 6
parameters…
Insight The Hook: Sets up the issue or opportunity; Gets
the consumer interested
Comprehension
• What does the target audience
understand from it?
• Any unclear messaging?
Benefits The Answer: Provides the basis for
influencing behavior Empathy
. • How do they connect with the
concept emotionally?

Reason to believe The Credentials: Supports how the product

Persuasion
delivers the benefit • Is it convincing enough?
• Is it believable?
• What functional elements appeal to
them?

Distinctiveness Relevance Impact

• Is it a distinctive proposition? • Is it relevant to them and their • Does the concept derive purchase
• Does it stand out from the current needs? intent?
schooling offerings?
Qualitative Methodology
Utilizing “Paired-Interviews” & “In-depth Interviews”
Paired Interviews
• Paired interviews is used in situations where opinions of two persons are needed on a certain
topic.
Meeting both parents together • Paired interviews is often employed when the decision-making part is assumed to be taken by
two parties.
and interviewing both at the
• Paired Interviews it uncovers the decision-making dynamics and the inter-personal nuances
same time between the two parties.
• Will be used in relevant cities, where the target profile is more comfortable with this tool.
• Expected time per session 45 – mins 1 hour

In-depth Interviews
• In-depth interview is used in situations where opinions of high-profile individuals are required
especially in a sensitive or complex nature.
• In-depth interview is often employed when researching high social class individuals to learn more
Meeting one of the parents about their decision making process related directly to high tier products and services.
alone • In-depth interview allows higher granularity and ensures the personal nuances of each
experience is captured,
• Will be used in relevant cities, where the target profile is more comfortable with this tool.
• Expected time per session 45 – mins 1 hour
Qualitative Sample Design

Jeddah Yanbu Meccah Madinah Riyadh Dammam Total

Paired Interviews (Husband + Wife) 2 Pairs 2 Pairs 1 Pair 5 Pairs
(Having a monthly household income of SAR 35+ K)

In-depth Interviews (Individual) 1 Male 1 Male 1 Male 6

(Having a monthly household income of SAR 20 K) 1 Male 1 Male 1 Male Individual
interviews

Criteria:
• Residents of these cities
• Married with children aged between 5 & 15 years
• Exact nationalities to be discussed
• Final design to be finalized with client upon commissioning

Location of interviewing Servicing would include:

• Would be based on respondent preference • Discussion guide development
• If any challenge faced with paired interviewing • Recruitment and incentives
acceptance, In-depth interviewing will be the • Transcription
alternative. Client will be notified beforehand of the • Analysis
fieldwork progress. • Reporting
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

Boarding School Perceptions & Feasibility

Satisfaction With Schools in KSA

Parents’
Satisfaction with 50% 12% 19% 14% 5%
Boarding Schools
Very satisfied A little satisfied Neither satisfied or not satisfied A little Dissatisfied Very dissatisfied
is on Par with that
Satisfaction With Boarding
of Conventional Schools in KSA

Schools 43% 23% 9% 14% 11%

Very satisfied A little satisfied Neither satisfied or not satisfied A little Dissatisfied Very dissatisfied

Interest in Proposed Concept

33% 28% 19% 14% 5%

Very interested Slightly interested Neither interested nor uninterested Slightly uninterested Very uninterested
School Selection Criteria

Key Factors Driving School Consideration Most Important Factors

The School of My Friends or Relatives' Children 43%

37% 25%
Good Medical Facilties
Good Medical Facilties
Has a Good Location 36%
Security 34% The School of My Friends 22%
or Relatives' Children
Trustworthy and Reliable 31%
International Education 31% 15%
Offers the Best Future Opprotunities 30% Has a Good Location
Has the Best Tech 29%
11%
High Quality Brand 27% Security
High Quality F&B Facilties 26%
Offers the Best Future 9%
Premium School 24%
Opprotunities
Good value for money 23%
Global Brand 22% 7%
International Education
Well Known Tutotrs 19%
Young Tutors 19% 6%
Experienced Tutors 16% Trustworthy and Reliable

Friendly Enviroment 15%

6%
Has a Variety of Facilities 11% Has the Best Tech
Boarding Schools Preferences and Barriers

Favourability (N= 150) Relevance (N = 150) Uniqueness (N = 150)

100% 100% 100%
7 = Completley
7 = Very much 7 = Meets my
unique &
favorable 15% needs perfectly 13% 11%
different
90% 90% 90%

6
80% T2B; 38% 6
80%
T2B; 31% 6
80%
19% T2B; 30%
18%
23%
70% 70% 70%
5
5 5

60% 60% 60%

Mean; 5.0 30%
Mean; 4.8 4 32%
Mean; 4.7
4 4
50% 50% 50%
30%

40% 40% 40%

3
3 3

30% 30% 30%

22%
22%
2
2 20% 21% 2 20% 20%

9% 8%
10% 10% 10%
6% 1 = Not at all
1 = Not at all
favorable
2%
3% B2B; 5%
1 = Doesn't meet
my needs at all
3%
5%
B2B; 8% unique & 3%
4% B2B; 7%
0% 0% different0%
Favourability Relevance Favourability
Price Evaluation
Willingness to Pay by Income
Boarding School Price Sensitivity Test
100% 23% 24%

90% 17%
15%
80% 12%
9%
70%

60%

50% 150,001 140,001 - 100,000 - 130,001 - 120,001 - 110,001 -

Saudi Riyals 150,000 110,000 140,000 130,000 120,000
Or More Saudi Riyals Saudi Riyals Saudi Riyals Saudi Riyals Saudi Riyals
40%
Optimal Price 19000
30% Saudi Riyals Payment Proportion of Family Income
20% 9%
8%
10%
6%
0% 5% 5%
5000
0
1000
2000
3000
4000

6000
7000
8000
9000
10000
11000
12000
13000
14000
15000
16000
17000
18000
19000
20000
21000
22000
23000
24000
25000
26000
27000
28000
29000
30000
3%

Too Expensive/ Will not buy Too Expensive/ Will buy

Cheap/ Will buy Cheap/ Will not buy
150,001 140,001 - 100,000 - 130,001 - 120,001 - 110,001 -
Saudi Riyals 150,000 110,000 140,000 130,000 120,000
Or More Saudi Riyals Saudi Riyals Saudi Riyals Saudi Riyals Saudi Riyals
Understanding Interest Levels

Enrollment Estimations & Willing Segment Willing Segment

Enrollment Estimations
Number of Children

21% 31% Boarding Tuition Fees

37% Yes
No
52%
Maybe

42%
17%

Children Gender Nationality

Overall, 63
% wish to enroll their
children in a Premium British K-12
Boarding School with the Provided
tuition fees
Boarding Schools Preferences and Barriers

Barriers & Challenges to Overcome The Ideal Boarding School from the View
Point of Parents in KSA
Low Quality
Education
41%

Female
Lack of Trust
Education
in Security
Opposition
28%
7%

Segregation
Prefer
of Genders
Schooling
in Boarding
Abroad
Schools
11%
27%
Cannot
Prevent
Children from
Catching on
Bad Habits
15%
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

 Our Team
Nicola Qahoush
Rami Abu Dyab Omar El Demerdash Sattam Al Fayez
Research Manager– Head of
Managing Director – Ipsos KSA Research Director – Ipsos KSA Research Analyst - RRC
RRC

Currently the managing director of Ipsos in Graduate of the American University in Nicola holds a Bachelor’s in Industrial Sattam is a highly motivated and excelling
KSA, representing Ipsos in KSA at Ipsos MENA Cairo, business major with marketing focus. Engineering with 6 years in market research, KSA dedicated member of our team,
management board. Managing business Omar carries with him his passion, curiosity currently heading the Regional Research operating in Jordan’s Regional Research
activities and staff including all research and and 10 years of well-rounded consumer Center Center (RRC). He holds a Bachelor’s degree
administrative management work in KSA insights research expertise across Middle Nicola has extensive experience in various in Business Administration from the
offices, Jeddah and Riyad, and any other office Eastern Markets, in Qualitative, industry sectors, locally and across the GCC, American University of Madaba coupled
that might open in KSA in the future. Quantitative and Digital domains across covering a wide array of categories, from with a postgraduate degree in Business
With over 22 years of accumulated experience verticals (Public Development and Financial Service & E-commerce research to Economics and International Relations from
in telco (Orange, Banking (Standard Chartered Government, Telecom, CPG and Finance). FMCG’s working with Multi-national De Montfort University in England.
Bank), auto industry (Ball Auto Group), companies.
marketing services (Mobilera), and non- He delivered insights to clients in Saudi Working on various wide-scale projects
He has managed multiple studies in the
government organizations (United Nations). Arabia, UAE, Bahrain and Egypt. His career within the KSA market equipped him with
various fields of market research including,
Held senior positions across different countries experience includes agencies and client an invaluable skill set, subsequently
consumer understanding, trackers, brand
such as the United States, U.A.E, Jordan, and sides, which gives him a client-centric enabling him to pull actionable insights.
health, concept tests, product and pack tests
west bank. perspective and a business approach to
as well as shopper research with a focus on
He holds a BBA in marketing with emphasis in research.
transitioning results into actionable insights.
marketing research from the university of Omar is experienced in understanding client
Arkansas at little rock , US, and speaks Arabic needs and translating insights into
and English fluently. actionable recommendations, he has the
ability to cut through the noise and get to
the signals which gives his clients an
approachable digest of the research
findings. He has a flair for photography and
has participated in the first Riyadh Half-
Marathon.

38
Quantitative Timelines & Investment

Phase Quantitative Timeline in Working Days

KAEC K-12 British Boarding School
Study Name
Concept Evaluation
Project Scripting & Set-up 7 Days
Data Collection 12 Days
Data Processing 5 Days
Reporting 10 Days
Total Timeline 34 Days

Investment SAR excluding Investment SAR including

Study Name Sample Size Methodology
VAT VAT
Study 150 CAPI (F2F) 46, 500 48, 825

▪ The above timelines commence after the receipt of the concept and approval of the questionnaire, which is flexible in nature and, therefore, cannot be accounted for.

▪ The above timelines are subject to change in the event of unforeseen circumstances or challenges with acceptance to meet considering the affluent target profile.

▪ The above timelines does not include weekends and national holidays.
Qualitative Timelines & Investment
Phase Qualitative Timeline in Working Days
KAEC K-12 British Boarding School
Study Name
Concept Evaluation
Receipt of concept from KAEC 1 day

Discussion Guide Development (Recruitment in parallel) 6 days

Feedback, Approval and Translation of Discussion Guide
6 days
(Recruitment in parallel)
Fieldwork 18 days
Transcription and Analysis 6 days
Reporting 10 days
Total Timeline 47 days

Study Name Sample Size Investment SAR excluding VAT Investment SAR including VAT
• 5 paired Interviews
Study • 6 Individual Interviews
55, 125 57,885

▪ The above timelines commence after the receipt of the concept and approval of the discussion guide, which is flexible in nature and, therefore, cannot be accounted for.

▪ The above timelines are subject to change in the event of unforeseen circumstances or challenges with acceptance to meet considering the affluent target profile.

▪ The above timelines does not include weekends and national holidays.
Overall Timelines & Investment
Sequential approach (Quantitative followed by Qualitative (81 days) Parallel Approach (47 days)
Quantitative Timeline in Working Qualitative Timeline in Working Parallel Timing (running both
Quantitative Phases Qualitative Phases
Days Days modules at the same time)
KAEC K-12 British Boarding School KAEC K-12 British Boarding School KAEC K-12 British Boarding School
Study Name Study Name
Concept Evaluation Concept Evaluation Concept Evaluation
Project Scripting & Set-up - 7 Days - 7 Days
Data Collection - 12 Days - 12 Days
Data Processing - 5 Days - 3 Days
Reporting - 10 Days - 11 Days
- Receipt of concept from KAEC - 1 day 1 day
Discussion Guide Development
- - 6 days 6 days
(Recruitment in parallel)
Feedback, Approval and
- Translation of Discussion Guide - 6 days 6 days
(Recruitment in parallel)
- Fieldwork - 18 days 18 days
- Transcription and Analysis - 6 days 6 days
- Reporting - 10 days 10 days
Total Timeline
Total Timeline 34 days 47 days 47 days

Investment SAR excluding Investment SAR including

Study Name Sample Size Methodology
VAT VAT
Quantitative 150 CAPI (F2F) 46, 500 48, 825
• 5 paired Interviews
Qualitative • 6 Individual Interviews
In Depth Interviews 55, 125 57, 885
Total - - 101, 625 106, 710
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

QUANTITATIVE RESEARCH STRUCTURE
Sampling & LOI
The interview control (external and internal), is done on three levels.

The 3rd level of control is done in the data processing

department in order to review and check in detail all the
information in the questionnaires before the data entry is
done.
3rd Level

2nd Level
By being present with the researchers at our CATI In the office, all questionnaires are
center, the team supervisor: reviewed & edited by the supervisors no
later than the day following its
• Listen-In to 20% of the fiedwork of his team of execution. This is done for the purpose
interviewers. of identifying all incomplete or wrongly
• Controls 20% (telephone back-checks) of the filled questionnaires, which are then
filled questionnaires. substituted.
• Provides assistance when needed.
• Asks interviewers to repeat the work when the
information is not clear
• Cancels improper interviews.
• Stops any interviewer from work.

1st Level
Qualitative Fieldwork & Control

Selection of ideal potential Appointment setting, invitation to

Client approval of Sample participate and re-confirmation of
respondents for research participation
attendance

Screening questionnaire design to Examination & filtration of Interviews will be held at an

recruit specific profiling criteria screening questionnaires appropriate venue.

Ipsos field staff and recruiters collect Field activities conducted under the
names and fill screening observation of a senior field supervisor
questionnaires and following Ipsos fieldwork protocol
About Ipsos
Situational Analysis

Study Overview

Quantitative Approach

Qualitative Approach

Example Deliverables

Client Servicing

Capabilities and Quality Control

Terms & Conditions

Conditions

1- Transfer Charges & Withholding Tax

1.1 - Any payment to be made to Ipsos Saudi Arabia under this Agreement shall be made by bank transfer, to the bank account indicated by Ipsos Saudi Arabia, in a convertible currency agreed
between Ipsos Saudi Arabia and THE CLIENT. For the removal of doubt, it is expressly stipulated here that any cost in relation with the bank transfer shall be borne entirely and exclusively by
THE CLIENT.
1.2 - Taxes: The parties agree that the taxes due in the Territory by reason of the performance of this agreement, exclusive of any withholding tax as the case may be, shall be borne by THE
CLIENT.

2-Terms & Conditions:

2.1 – Ipsos Saudi Arabia undertakes to ensure confidentiality of all research results incorporated within this offer and all data and information even after the termination of this contract. Such
data and information may only be shared with THE CLIENT. and may not be disclosed to any other third party.
2.2 - A 60% down payment will be paid upon confirmation, 40% will be paid at the delivery of the final report
2.3 - Payments will be made by Bank Transfers to Ipsos Saudi Arabia accounts or by checks, made payable to Ipsos Saudi Arabic LLC.
2.4 - Should more than 30 days elapse between the date of submission of the Proposal and acceptance by Client of the project, Ipsos Saudi Arabia reserves the right to revise the cost of the
project to reflect cost fluctuations in the country or countries concerned.
2.5 - Any additional request outside the scope of this contract will be treated as separate cost and separate quote for the same will be submitted upon request and receipt of details of
additional requests.

3- Cancellation clause :
3.1 - Minimum charge of USD 8,000 (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

4- Account Details:
Conditions

5- Important Publication Notification:

5.1- The client shall not be entitled to publish, reproduce or otherwise disclose any Work products without the prior written consent of Ipsos, unless the said Work products are, by nature
and/or as specified in the purchase order, aimed at being published. Should the client publish the Work products in accordance with the foregoing, Ipsos shall be quoted as the source, it being
specified that Ipsos shall enjoy a right of oversight and control over the conditions of release, reproduction and publication. Should the client publish, reproduce or release the Work products
without complying with the above conditions, Ipsos reserves the right to express by whatever means any reserves or issue any communication or statement necessary to protect its rights, in
addition to any other rights or remedies which they may have. Where "Work products" means all materials specifically developed for the client pursuant to a purchase order, including reports
and any other work products identified in each purchase order.

6- Payment Terms:
First Payment: 60% due upon confirmation of the study
Final Payment: 40% due upon delivery of the study report

7- This Acceptance of Marketing Research Proposal incorporates and is subject to Ipsos Saudi Arabia Research Services Standard Terms and Conditions. In the event of conflict between the
terms of this Proposal and Ipsos Saudi Arabia Terms and Conditions, Ipsos Saudi Arabia Terms and Conditions shall control.

For: Ipsos Saudi Arabia LLC For: King Abdullah Economic City
 Thank You
© 2019 Ipsos – All rights reserved.
This proposal constitutes the sole and exclusive property of Ipsos. Ipsos retains all copyrights
and other rights over, without limitation, Ipsos' trademarks, technologies, methodologies,
analyses and know how included or arising out of this proposal. The addressee of this proposal
undertakes to maintain it confidential and not to disclose all or part of its content to any third
party without the prior written consent of Ipsos. The addressee undertakes to use this proposal
solely for its own needs (and the needs of its affiliated companies as the case may be), only for
the purpose of evaluating the proposal for services of Ipsos. No other use is permitted.