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UNDERSTANDING THEATRE PREFRENCES IN SAUDI ARABIA
India’s dynamic automobile market reflects the country’s diverse preferences and evolving mobility needs. A Vehicle Study aims to analyze consumer behavior, preferences, and usage patterns across various vehicle segments. From two-wheelers to SUVs, understanding these trends provides key insights into market demands and innovation opportunities. This study also examines the impact of socio-economic factors and emerging technologies on vehicle choices in India.
Introduction:
The objective of this study was to explore the interest and likeliness of individuals in Saudi Arabia to attend theatre activities, including their preferred genres, languages, and overall willingness to participate. This study was conducted within a market research framework to gauge public sentiments and behaviors toward a relatively new form of leisure activity in the country.
Project Overview:
- Topic: Theatre study focusing on attendance and interest in theatre activities in Saudi Arabia.
- Methodology: Online survey complemented by face-to-face (F2F) interviews.
- Sample Size: 300 respondents.
- Geographic Scope: Saudi Arabia.
- Length of Interview (LOI): 20 minutes.
- Target Audience: Individuals interested in or currently engaging in outdoor leisure activities.
Study Objective:
The study sought to understand the preferences, interests, and language and genre preferences of individuals within Saudi Arabia concerning theatre activities. Given that theatre is a relatively new form of leisure in this region, insights gained would help in planning and promoting theatre culture in Saudi Arabia.
Challenges Faced:
Short Project Timeline: The project was on a tight timeline, requiring rapid data collection, processing, and reporting. Reaching Lower Income Respondents: Identifying and surveying lower-income respondents who participated in outdoor leisure activities at least once per month posed a challenge. Low Online Survey Penetration: Online survey participation remains low in Saudi Arabia, necessitating supplementary data collection via F2F interviews. Bilingual Programming: The need to present surveys in both Arabic and English for effective communication with all respondents added complexity to programming and data handling. Limited Primary Research Data: Due to theatre's novelty in Saudi Arabia, there was minimal pre-existing research, resulting in numerous open-ended (OE) questions to capture qualitative insights. Language and RTL Format Issues: Right-to-left (RTL) formatting for Arabic text required careful design to ensure seamless respondent experiences without compromising data quality.
Solution:
Bilingual Programming: Surveys were programmed in both English and Arabic, accommodating the language preferences of respondents and ensuring accurate data capture. Face-to-Face Interviews: F2F interviews complemented the online methodology to increase reach and participation, especially in lower-income segments. Advanced Translation Management: Open-ended responses were translated from Arabic to English by a dedicated team. Back translations were conducted to ensure the accuracy of responses, and dedicated variables were added for translated data to maintain data integrity. Efficient Project Delivery: Despite the extended LOI due to multiple OE questions, the team managed to complete data collection on time by efficiently coordinating the survey and translation process. Improved Survey Alignment: Alignment challenges due to RTL text formatting were addressed through meticulous planning and quality checks during survey design and programming. Enhanced Data Management: Variables for translated texts were added to the database to provide clarity during data analysis. This approach minimized the need for follow-up clarifications.
Results:
- On-Time Project Delivery:
Despite challenges related to language and cultural nuances, the project was delivered on time, meeting all quotas and client expectations. - Comprehensive Data and Reporting:
The final data set included both quantitative and qualitative insights, with open-ended responses translated and contextualized for deeper understanding. - Client Satisfaction:
The client was highly satisfied with the quality of data and insights delivered, which helped them better understand the potential for promoting theatre culture in Saudi Arabia. - Actionable Insights:
The study provided actionable insights into public preferences for theatre activities, including genres and languages of interest, aiding the client in planning targeted initiatives. - Increased Client Collaboration:
The success of this project fostered a stronger relationship with the client, leading to subsequent projects and collaborations.
Conclusion:
This case study illustrates the unique challenges of conducting market research on emerging leisure activities in culturally distinct regions. Through careful planning, bilingual programming, and efficient execution, the project provided deep insights into theatre preferences in Saudi Arabia. The use of innovative data management techniques, F2F interviews, and attention to cultural nuances ensured accurate and actionable data delivery.
How Robas Can Help:
Robas Research offers tailored market research solutions to address complex challenges in diverse industries. With expertise in innovative methodologies, data collection, and analysis, we deliver actionable insights to drive informed business decisions.
Call to Action:
Partner with Robas Research to unlock the potential of your market insights. As one of the Top 20 Panel Companies recognized by Quirk’s, we specialize in delivering high-quality research tailored to your needs. Contact us today to learn how we can help you make informed decisions that drive success.
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