Helping create value…

Who We Are…….

• Aftab Associates Pvt. Ltd. has been one of the leading players in
th Marketing
the M k ti Research
R h Industry
I d t off Pakistan
P ki t since
i 1983

• We separate ourselves on making a clear difference in the

performance of our clients by providing objective, fact-based
decision support and implementation, grounded in rigorous
research

• Thus the solutions we offer remain invaluable to progression of

businesses
Looking
g Forward to a New Horizon…….

Aftab Associates (Pvt.) Ltd. distinguishes itself on accuracy, credibility, ACCURACY

integrity and reliability

If you seek to know your audience better,

better increase the exposure of your
brand or are simply looking for competitive intelligence, look no further!
CREDIBILITY
Let us help create value for you!

INTEGRITY

RELIABILITY
 What We Are……

• Over 26 years of experience in Marketing Research and consultancy

• In 2001 AAL entered into a joint venture with ACNielsen

• In 2006 Aftab Associates restarted operating as an independent full-

service marketing
k research
h agency

• Over the last 26 years Aftab Associates has conducted innumerable

surveys for almost every sector of the economy

• Since 2007 Aftab Associates (Pvt.) Ltd. has had a working relation
with TNS, the largest Customized Research company in the world
AAL Achievements

• First to launch Retail Audit, MR Training & Consultancy and Multi-Media Study

• First to have JV with an international partner

• Bid for
f TAM/CP

• Developed a large network of research professionals

• Developed the socio-economic classification system for Pakistan

Why Us?

• Credible name in Marketing Research industry

• Expert research personnel and field team

• Employing
p y g innovative analytical
y research tools

• Crisp, incisively focused & decision friendly research findings

Capabilities At Every Stage Of Marketing Activity

IDEA GENERATION AND • Exploratory

p o ato y Research
esea c (Qua
(Qualitative)
tat e)
VALIDATION • Secondary Research

• Market Segmentation & Targeting

MARKET • Usage & Attitude
UNDERSTANDING • Habits & Practices
• Brand
B d positioning
iti i
CONCEPT, PREPOSITION • Concept Tests
DEVELOPMENT • Concept Screening

• Product Test
PRODUCT DEVELOPMENT • Packaging Test
• Brand Name Evaluation

PRODUCT LAUNCH AND • Pricing Evaluation (PSM, BPTO)

MIX •Simulated Test Market

COMMUNICATION • Ad Test (Pre & Post Ad evaluation studies)

• Brand Health Tracking

MONITOR, PROTECT OR • U & A St
Study
d
EXPAND • Segmentation
• Customer Retention
Product Portfolio

AAL PRODUCTS QUANTITATIVE PROJECT TYPES

• Qual • Usage & Attitude/Segmentation

• Product /Price Tests
• Quant • Concept Tests/Profiling studies
• y
Secondary/B-to-B • Taste Test/CLT + In-home
• Pre & Post advertising
d i i tests
• Market Share Estimation

TNS BUSINESS SOLUTIONS QUALITATIVE PORTFOLIO

• Tracker Plus • FGDs

• TRI*M • IDIs
• Ad Effectiveness Model • Home Visits
• Observation/Ethnography
• Market Visits
TNS Tracker Plus
Plus™

• AAL has successfully launched TNS Tracker Plus™ – A Brand Health Monitoring
Tool in Pakistan in September 2007,
2007 Banking Tracker in April 2008 & Ad
Effectiveness Model in May 2008

• Is currently serving FMCG companies (Shan Foods, Reckitt Benkiser, Dalda Foods,
T
Tetra P k EBM,
Pak, EBM Zulfiqar
Z lfi I d
Industries,
i Continental
C i l Biscuits)
Bi i )

• The main objective of the tracker is to gauge brand health metrics and track them
over time
 QUALITATIVE RESEARCH
Lucid understanding in human terms is the key to good qualitative information
gathering…
 Qualitative Research
• Aftab Associates brings forth a powerful suite of Qualitative Marketing Research
services to understand the depth
p and range
g of consumer attitude and behavior

• With over 26 Years of research expertise we excel in conducting all types of

qualitative researches. Routine explorations include:
• F
Focus G
Group Di
Discussions
i
• In-Depth Interviews
• In-Home visits
• Observational techniques combined with interviewing
Qualitative Research

Focus Group Discussions

We have qualified and experienced psychologists and moderators conducting,
conducting
analyzing and reporting group discussions

In-Depth interviews
We have qualified interviewers with skills specialized over time, to extract
meaningful insights through depth interviewing

In-Home
In Home Visits
A Unique opportunity to see consumers in their natural environment and learn first-
hand about their needs. This is achieved by a combination of in-depth interviewing
and examination of placement/usage of target product at the home of consumers
Qualitative Research

Observational Techniques Employed

• Ethnographic studies concerning first hand observation, and information

gathering
th i att the
th respondents
d t home
h th
through
h questionnaire,
ti i diary
di entries
t i and
d
follow-up interviews, etc.

• Point-of-discussion observation and interviews, such as store exit interviews

and accompanied shopping

• Mystery shopping exercise

Qualitative Research
AAL IN ‐ HOUSE FOCUS GROUP SET UP WITH VIEWING FACILITY

Observation Room
Observation Room Focus Group Facility
Focus Group Facility
 QUANTITATIVE RESEARCH
If you need to weigh up numbers to back your marketing decisions,
decisions let us help
you…
Quantitative Research

We offer various quantitative

q Marketing
g Research methodologies
g to
enumerate markets and consumers

We design expert quantitative research studies converging on research

objectives time constraints and quality controls.
objectives, controls The results delivered
are crisp, focused and clearly actionable

•Face to face interviews

•Computer aided interviews
•Telephonic Interviews
•Census
•Observation
Quantitative Research

Marketing Research Applications

• Advertising Research
• U&A Studies
• Pricing Research
• Product Research
• Concept Testing
• Positioning Research
• Customer Satisfaction
• Brand Health Research
• Market Size Estimation
• Market Segmentation Research
• Social Sector Research
And much more…
Quality Control

PRE FIELD DURING FIELD POST FIELD

•Pre tests for finalizing • Field Supervisors for initial • Data entry verification
survey instrument interviews through double entry of
20% forms
• Extensive Briefing - 10 %Physical and 5% - Cleaning program
Sessions telephonic supervision execution
- Code book development
• Mock Sessions held - Checking by Supervisor -Logic Checks /
prior to data entry Routine
• Pilot Tests: Before
fieldwork - An independent
p Quality
y
Control department

- QC verifies 20% work of

each interviewer
Key Sectors for which AAL has worked for

TELECOM HEALTHCARE

SOCIAL MEDIA

BANKING FUEL/LUBRICANTS

TOBACCO ADVERTISING

HOME & PERSONAL CARE FOOTWEAR

FOOD & BEVERAGES REAL ESTATE

 Sector Experience

FMCG Telecom Banking Social Media

• Market Sizing • Campaign • CSS • Opinion Studies • Media Habits Studies

• Market Evaluation • Pre & Post Ad (syndicated)
• Mystery
Segmentation • Market S
Shopping
i T t
Tests o Multi Media Time
• U &A Segmentation • Concept Test Budget Study
• Concept Test
• Concept Test • Concept Test o National
• Brand Name
• Packaging Readership Survey
• Image Studies Testing
o Kids Media Reality
• TVC Testing • Value Proposition • TVC Testing
Study
Studies
o Teen & Youth Panel
Study

• TV Viewership
Vi hi St
Study
d
• Info Mining
• Positioning Studies
AAL Infrastructure…

REGIONAL OFFICE (Pindi)

Office # 5, 1st Floor
Liberty Plaza, Opposite RGH, Murree Road,
Rawalpindi.

HEAD OFFICE (Lahore)

13-H,, Gulberg - II
Lahore.
Tel: 042 - 35871131 - 36
REGIONAL OFFICE (Karachi) Fax: 042 - 35762483
229/1 – C, Block – 2, P.E.C.H.S
Karachi
Karachi.
Ph: 021- 34301721 – 25

Field Coordinators: Hyderabad, Sukkur, Peshawar, Quetta, Multan and Faisalabad.

Organization Chart
CEO
H. Aftab Ahmad

COO
Quratulain Ibrahim

Director Client Services Admin &

Director Operations
Ahsan Rashid Finance
Aamir A. Shaikh

In-charge Fin
&Admin
Haris Ali

Tracker, Ad Tracker, Ad Process Deputy Executive

Quantitative Qualitative Manger Field QC DP Manager DP
Effectivenes Effectivenes Asst. Executives
A team of 8 A team 3 (South) Sajid & DC
s & Banks s & Banks Finance/Admin
Executives exeutives Javed Akhtar Hussain Shahid Asghar
South North Shakeel
Ahmed
Sr. Sup Regional
(Central) Coordinators
2 REs 1 RE Executive DC &
Shahbaz Quality
Asst. DP
Control
Accounts Sajid Hussain
Yasir Javed Sr. Sup (North)
Shaukat
Senior
Incharge IT Supervisor DC
Tahir Qamar Adil Rehman
Aftab Associates – Management Team

CEO H.
CEO, H Aftab Ahmad: founded Aftab Associates Limited in 1983.
1983 He is a renowned
member of the global market research community & a part of prestigious associations like
MAP, MRSP, MRS-UK, ESOMAR and American Marketing Association. He has also been
recently awarded Fellowship of MRS, UK.

COO, Quratulain Ibrahim: with over thirteen years of extensive Marketing Research
experience she has handled more than 800 projects covering numerous sectors/industries. She
is credited to have developed the urban and rural Socio-Economic Classification system
which
hi h is
i usedd as common currency by
b researchh companies
i ini Pakistan.
P ki M Ibrahim
Ms. Ib hi is
i a
Marketing Research Consultant for various national and international organizations and is
also a Marketing Research Trainer
Aftab Associates – Management Team

Director, Client Services, Ahsan Rashid: Has over ten years of market research experience
in Pakistan and Middle East (ME), and has worked with leading clients in the industry
including P&G, Coke, PTC & MSD. He is credited to have developed the pharmaceutical &
the automotive sectors.
sectors He has worked across categories and practiced every prevalent
research methodology

Director Operations, Aamir A. Shaikh: Heading Operations at Aftab Associates. With over
25 years of experience in the field of Marketing Research including six years in brand
activation, he has exposure to Afghanistan and UAE markets and across Pakistan. He is a
member of MRSP & trainer for the Applied Economics Research Center in Karachi
 Contact Information

KARACHI LAHORE

229/1 – C, Block – 2, P.E.C.H.S, 13 - H, Gulberg II,

Karachi, Pakistan Lahore, Pakistan

Phone: + (92-21) 34301721 – 25 Phone: + (92-42) 35871131-36

Fax: + (92-42) 35762483
quratulain@aftabassociates.com aftab@aftabassociates.com

info@aftabassociates.com

www.aftabassociates.com