We are a young and vibrant marketing research company with the right melange of skills, professionalism, creativity and dedication. This ensures the exact identification of the client's research requirements, tailoring the research design to these requirements, and collecting relevant information to solve the marketing problem issue at hand.
DIRECTIONS started in 1998 by two young dynamic professionals who have been in this field for more than 6 years. Both have had extensive research experience in top companies and have strong marketing background through their Marketing Specialisation in MBA.
How it all came about was when we realised the need for good marketing research for its own sake in the Egyptian market. This translates into not just mere head counting but an in-depth analysis of the results of the research project to provide actionable marketing solutions.
This is exactly what DIRECTIONS strives to offer - Good quality research at a reasonable price.
Our Scope of operation is currently in Egypt and the U.A.E. The Egypt office is a full-fledged research center while the Dubai office is a regional field and tabs operation.
All Data processing is done in-house. Data is key punched in the respective offices and is then analysed centrally in Dubai.
We Make frequent use of advanced statistical packages like Quantum, SPSS,
PC-MDS, and Stat Pack etc. for analysis and table generation.
Our field force is ready to handle all types of research projects at both the local as well as the national level. We are proud of our field force and can safely say that it is par excellence. This is not because of its size but rather the quality.
We realise that Field is the backbone of any information that is collected. We are therefore committed to a reliable army of field personnel. These people are hand picked by our field managers who have more than 6 years of field experience in their respective countries. The field personnel are continuously evaluated on project to project to ensure they meet the strictest criteria and are also continuously trained.
As a general rule, we ensure that more than 75% of each interviewer's work is checked on each project at three different levels:
Field Manager
Project Supervisor and
Independent Back Checker.
These checks provide the strictest controls on the interviewing quality in field. Checks are made on the respondent profile, quality of probing, reliability of data collected, logical checks and field techniques followed.
We take pride in the fact that in keeping with our commitment to quality we are probably the only Research Company in the region to follow the western standards of Double Entry in Data Entry. Each project is key punched twice by different data entry specialists to ensure that no mistakes are made in the keypunching.