The fieldwork for OMD’s study on the future state of the consumer society in the UAE is already underway, including face-to-face interviews with a representative sample of 2,000 residents in the country. The survey, called “The Future of the UAE”, aims to assess the impact of changes to the country’s population and socio-demographics on lifestyles, shopping, technology and media consumption. It will also explore consumers’ expectations and attitudes towards life in the UAE and the country’s role in the world.

OMD UAE is partnering with Integral-OMG, the research and consultancy arm of Omnicom Media Group MENA, to conduct in-depth qualitative and quantitative research, exploring consumer values and attitudes in the UAE today, as well as the changes in modern household makeup and their impact on decision making and media consumption.

As well as dealing with societal issues, “The Future of the UAE” study will delve into consumers’ attitudes towards technology, including smartphones, mobile and e-commerce platforms, media consumption and technological advances, as well as their expectations from brands, key sentiments and values that resonate with them, and their lifestyle aspirations for the future. Based on this intelligence, brands can derive affirmative conclusions on how to better communicate with their consumers in the face of change.

“Not only does technology transform the way in which we do things, this and other changes occur in the UAE at a much faster pace than anywhere else in the world,” commented Nadim Samara, managing director of OMD UAE & Lower Gulf. “As such, the future behavioral habits of consumers here are an area of vast interest for brands and one that is particularly hard to predict, considering the diverse nature of the country’s population. This is why we have decided to undertake this study, with the goal of gaining valuable insights on the future for us to make more effective and impactful decisions for our stakeholders.”

“The Future of the UAE” is part of a global research initiative by OMD, with some 15 studies either already completed or currently underway. Based on a consistent model, they allow for international comparisons, making the project very relevant for not only local marketers but also international ones too.