The aim of this two-part DProf is to produce a portfolio of research approaches to:  Understand how mainstream brands can effectively access and engage Middle East consumers across the Gulf Co-operation Council (GCC), comprising Bahrain, Oman, Qatar, Kuwait, Saudi Arabia, and United Arab Emirates  Lever mainstream luxury brands to access and engage Middle East Ultra-High Net Worth Individuals (UHNWI) across the GCC  Develop a training programme for Brands on insights of Middle East consumers, including UHNWI  Develop a website communication platform to act as a catalyst for enquiries. In achieving the aim of the project, the objectives were to:  Review literature in relation to ‘hard-to-reach’ communities in the emerging market context, in particular the Middle East  Undertake a 600-strong face-to-face questionnaire survey of Middle East consumers across the six GCC nations  Undertake six gender-split focus groups across the GCC  Undertake a series of cognitive interviews with Middle East shoppers  Critically review five research projects undertaken in the Middle East  Carry out five in-depth interviews with brand influencers in the West and three practitioner influencers in the Middle East.

The aim of this two-part DProf is to produce a portfolio of research approaches to:  Understand how mainstream brands can effectively access and engage Middle East consumers across the Gulf Co-operation Council (GCC), comprising Bahrain, Oman, Qatar, Kuwait, Saudi Arabia, and United Arab Emirate...