Making market research work in Saudi Arabia

Abstract

Market research in the Kingdom of Saudi Arabia (KSA) is becoming increasingly important for mainly two reasons. First, because its population is growing with a significant shift to the younger generation of Millenials (Generation Y) and Post-Millenials (Generation Z) and, second, because the economy is moving away from its dependence on oil. Researchers from both national and foreign research agencies, companies, and higher education institutions are therefore required to consider these changes when studying Saudi consumers. Especially for those who are not familiar with the cultural and societal peculiarities of the KSA, we highlight some key considerations for survey design to get quality data. We argue that several issues remain sensitive, cultural factors such as power distance have great relevance, and, inter alia, give recommendations regarding sampling and interviewing respondents.