New agency focuses on Middle East research

DUBAI-- A former AC Nielsen and TNS executive has set up a new agency focussing on consumers in the Middle East.

Unboxed Consulting is the new business of Dipen Mehta, who has been in research for 18 years, including more than a decade in the Middle East.

Mehta is promoting the agency on its “solid understanding of Middle East and specifically Arab customers”, and hopes his experience of dealing with major clients for some of the big MR agencies will help the new firm gather support.

“In such trying times, clearly there is a niche for a player like us,” he said.

Unboxed will offer qual and quant research, including ethnography and online work, in countries including Saudi Arabia, United Arab Emirates, Egypt, Morocco, Algeria, Sudan and Iran.

Author: Robert Bain