CORPORATE PROFILE
THE DYNAMICS - RESEARCH CONSULTANTS
Introduction – The Dynamics
2



The Society we live in, and the Businesses, the Markets and the Consumers
there-in , are all interdependent entities.
The dynamics of the Consumer attitude and behavior contributes in shaping the
Markets and vice versa; the dynamics of the markets is a major factor in defining
the Businesses being organized and run to serve these Markets and the dynamics
of these Businesses have their impact on the Society in which these exist and
operate.
Conversely, the Social dynamics of the place we live in, have an imposing impact
on the Businesses being run there-in. Similarly, the dynamics of these Businesses
shape the Markets these Businesses are serving and the Markets in turn have a
great influence on the attitude and behavior of the Consumers these Markets feed /
cater for.
Introduction – The Dynamics
3



As such, the dynamics of any of these four entities cannot be studied and
understood in isolation, as these are interrelated and interdependent entities.
At The Dynamics – Research Consultants, we study and chart out these dynamics and
their impacts on each other. While studying in depth each entity in its own right, we
try to find out the interdependencies and interrelationships of these four entities
and their workings to get at the big picture.
The Technology: We are living in an era of digital revolution which has touched and
reshaped our lives at all levels and has resulted in several paradigm shifts. We at
The Dynamics – Research Consultants, use the latest state of the art technologies to
collect information and analyze the same from different perspectives. Hence we
have also set up the first Online Consumer Panel in the country.
Sectors Covered
4

The Dynamics – Research Consultants is a group of qualified and
experienced professionals, providing Researches in the dynamics of the following
fields:

THE SOCIAL SECTOR: [Opinion Polls, Political Surveys, Education, Health,
Population, Gender, Poverty / Inequality, Violence , Child Labor, Human Rights,
Rural Development, Minorities , Monitoring & Evaluation etc].

THE BUSINESS SECTOR: [Economy, Inflation, Globalization, Privatization,
De-regulation, Business Outlook, Business Trends, Rural Economy, Infrastructure,
Logistics / Transportation & Warehousing, Labor Markets, Corporate Social
Responsibility etc].
Sectors Covered (cont’d)
5

MARKET SECTOR: [Sectoral Studies, Supply & Demand, Market Sizing, Sales
Forecast, Barriers to Entry, Rules & Regulations, Disposable Income, Money & Finance,
Banking, Distribution Channels, B-2-B operations etc].

CONSUMER SECTOR: [Media & Audience, Promotion, Ad / Copy Testing,
Media Decisions, Advertising Effectiveness, Lifestyle , Demographic / Psychographic
Segmentation, Product Test, Concept Test, Taste Test, Logo / Name / Package Test,
Product Feature Evaluation, Product Usability Test, Test Marketing, Corporate Image,
Brand Equity / Image, Brand Positioning, Brand Tracking, Customer Satisfaction,
Brand Loyalty, Pricing , Price Elasticity of Demand, Distribution Research, Attitude of
Channel Members, Performance of Sales Force, Intensity of Wholesale / Retail
Coverage etc].
Types of Research Studies
6
We design and conduct various types of studies, depending on the categories of
users / consumers and the types of products / services being marketed. Few of
the Research Studies we undertake are briefly mentioned in the following slides.
1. Market Size & Share Study: To find out the size and geographical spread of
market in value and volume terms, major importers / suppliers, manufacturers
/ marketers, package and price ranges, distribution channels, users /
consumer groups etc along-with regulatory environment and major players in
the market and their shares.
2. Knowledge, Attitude & Practices Study: At category level, finding out the
level of knowledge / awareness, attitude / opinion and behavior and practices
of the purchasers / influencers / users / consumers, mainly about the
category [and its competing , complementary and supplementary products] in
addition to pertinent demographic and psychographic information about the
users and non users of the category. Similar study conducted at brand level
is called Usage & Attitude Study.
Types of Research Studies – Cont’d
7
3. Brand Studies: These include the Brand Health Monitor, covering
brands awareness, brands and their ad recall, sources of awareness / recall,
brands usage (ever used, used in last season, currently used), brands
competitive images, differentiators and motivators, brands positioning, brands
availability, sources of purchase, value for money, and demographic and
psychographic profile of users of different brands. Similarly Brand
Satisfaction / Dissatisfaction and Brand Loyalty Studies are undertaken
by us.
4. Similarly, Concept test, Product Test [CLT / HUT], Segmentation Study
and Pricing Study are also conducted for competing brands.
5. Distribution Study: It covers the market structure study, covering
different channels of distribution, awareness level of channel operators,
penetration, availability / breadth and depth of distribution, margins,
frequency of visits / replenishment, policies and procedures of suppliers etc
and satisfaction / dissatisfaction with suppliers.
Types of Research Studies – Cont’d
8
6. Media Studies: Media research starts with searching for the appropriate
platform / theme for the brand, followed by Copy testing, Off-air ad testing,
Campaign effectiveness, Media Consumption Habits, etc.
7. Mystery Shopping: To assess the total Customer Experience and monitor
the performance of Retail Outlet Operators, researchers visit the Outlets in
the garb of customers and record their total experience of interaction with the
retailers and noting down the physical ambience of the outlet. Likewise
Observational Studies are also conducted to note down the placement of
the brand in the shelves, behavior of the buyers / customers etc.
8. Focus Groups / In-depth Interviews: To peep below the skin of
consumers, and to understand why they are saying what they are saying, we
conduct Qualitative Research by way of focus group discussions and indepth interviews.
Types of Research Studies – Cont’d
9
9. Oomnibus Survey: We have designed a multi-client survey for clients who
do not want to opt for a full scale study. We use our Online Research Panel for
collection of responses. As such the results are of high quality, obtained very
quickly [within a week or so], and at very affordable charges.
We host this omni bus survey every month so the impact of marketing
interventions by the marketer himself or his competitors can be measured
within a very short time and marketing strategies can be tweaked accordingly.
10. Ad Testing Module: For off-air ad testing , we have designed a ad testing
module using our Online Research Panel. The consumers see the clutter of
ad, with the test ad, embedded in a TV program, sitting in their own homes
[real life scenario] . After they have seen the ad / clutter, some pertinent
questions are asked about the test ad to determine its overall likeability,
interest, recall of central theme and other copy points, salience, memorability,
clarity, empathy, impact on the brand image / purchase intent, etc. The results
are then indexed for a go –no go decision.
Our Value Proposition for your Needs / Requirements
10
Market
Sizing
Feasibility
Studies
Consumer
Proposition
Ad Testing
Retail
Measurement
Brand Image
Segmentation
Usage &
Attitude
Segmentation
& Targeting
Concept
Testing
Product
Testing
Channel
Studies
Mystery
Shopping
Market
Sizing
Market
Scan
Market
Entry
Product(Re)
Designing
Product
(RE)
Developing
Product
(Re)
Launching
Customers
Retention
Market
Expansion
Sector
Studies
Competition
Analysis
Product
Testing
Usage &
Attitude
Pricing
Satisfaction
& Loyalty
Segmentation
& targeting
(CNA) Need
Assessment
Market
Sizing
(CNA) Need
Assessment
Consumer
Proposition
(CNA) Need
Assessment
Brand
Health
Usage &
Attitude
Research Methodologies
11



As your strategic partners, The Dynamics – Research Consultants propose and
conduct researches deploying the most appropriate mix of the Research
methodologies, including but not restricted to, Exploratory /Qualitative Research
[Focus Groups & Depth Interviews] and Conclusive / Quantitative Descriptive
Research [ Cross–Sectional Studies, Cohort Studies, Longitudinal Studies and Panel
Studies].
The aim of the research studies proposed and conducted by
The Dynamics – Research Consultants is just not to provide valuable information to
the Clients, it is more to help the decision makers in evaluating the situation /
problem /opportunity at hand, examining the options and in carving out the
optimum solution.
As your strategic partners, we are available to walk you through the implementation
phase, as well.
Information Gathering Techniques
12

The Dynamics – Research Consultants use the following techniques to collect
the desired information for the research studies they handle:














Secondary / Desk Research
Personal Observation
Mystery Shopping
Focus Group discussions
Depth interviews
Face-to-face, paper and pen interviews [F2F PAPI]
Telephone interviews
Mail / self-administered questionnaires
Computer aided personal interviews [CAPI]
Computer aided telephone interviews [CATI]
Central location test [CLT]
Home usage test [HUT]
Internet – Online Research Panel
Mobile based Data Collection Solution
Data Analysis Techniques / Models
13
 Some of the techniques / models we use for the analysis of data /
information, in addition to cross tabulation, are as under:
 Segmentation
 Conjoint analysis
 Hypotheses testing
 Normalized Tables
 Analysis of variance /co-variance
 Brand Mapping
 Correlations
 SWOT
 Regressions
 Fishbein Model
 Discriminant analysis
 Van Westendorp Model
 Factor analysis
 Mann Whitney U Test
 Cluster analysis
 Kruskal –Wallis test
 Kolmogorov-Smirnov Test
Coverage
14




The Dynamics – Research Consultants are
capable of conducting nationwide
urban and rural studies in Pakistan
The Dynamics – Research Consultants
have two marketing offices in the
main business hubs of the country;
one in Karachi and another in Lahore
Peshawar
Rawalpindi
The Dynamics – Research Consultants
have fieldwork arrangements in all
the major cities & towns of Pakistan
Multan
Sukkur
Southern Pakistan is being managed
by Karachi office
Central & Northern Pakistan are
being managed by the office in
Lahore
Lahore
Multan
Karachi

Faisalabad
Quetta
Hyderabad
Karachi
Pakistan Online Research Panel
Pakistan Online Research Panel
16




Technology is our forte: The Dynamics – Research Consultants strongly believe in
using the latest market research methodologies and data collection techniques to
provide quick, robust and economical solutions to our Clients.
The state of the art software that we use enables our Clients to have access to real
time summary statistics shortly after the data collection begins and throughout the
fieldwork, irrespective of whatever method of data collection we are using i.e. PAPI,
CATI, CAPI or Online Consumer Panel.
The Dynamics – Research Consultants have established the first Online Research
Panel in Pakistan. Over the time our Research Panel has become very robust and it
is constantly growing at a fast pace.
Furthermore we are also providing Mobile Based Data Collection Solution. For these
two solutions we have made partnerships with world’s leading technology providing
companies. These technologies enable us to submit results in real time, while the
survey is on.
Synopsis of few Recently Conducted Studies Using
Pakistan Online Research Panel
17
Category
Objectives
Screening Criteria
Sample
Achieved
Duration
(Days)
Beverages
To test concept including, product idea, theme,
name and package testing
Regular beverages consumers who never
reject certain type of beverages in the future
200
5
Mobile Sets
To understand smart phone users and their
internet usage preferences & practices
Smart phone owners
481
12
Mobile Sets
To understand preferences of the mobile set users
of a particular brand
Mobile phone users , who bought a particular
brand of mobile set during last 6 months.
120
8
Home
Appliances
Usage and Attitude Study (U&A), to understand
awareness, usage and attitudes of home
appliances users in Pakistan
Home Appliances owners , who bought any of
the specified home appliances during last 12
months or intend to purchase it during the
next 6 months.
875
14
Internet /
Facebook
To understand Facebook / fan page users habits
and attitudes
Facebook users in Pakistan
1,000
10
Branded Lawn
Usage & Attitude Study (U&A) to understand
Branded Lawn category (Tracking Study)
Female branded Lawn users, who bought at
least one branded lawn during the last
season (category decision makers)
400
6
Television
Channel
To get real time /live online continuous feedback
monitoring for client’s specified drama serials
Female TV channel viewers, who watched any
of the targeted drama serial(s) during last
one week.
200
Daily
(Continuous)
Television
Channel
To get real time/ live online continuous feedback
monitoring system for Ramadan Live
Transmissions of client’s and competing TV
channels
Female TV viewers , who watched Ramadan
transmissions, of any of the targeted TV
channels, during 24 hours
200
Daily
(Continuous)
Education /
International
Studies
To understand intermediate / graduate students’
further study preferences for getting foreign
education
Post college students, who intend to move
abroad for higher education
142
7
Having 34% response rate , studies with samples up to n=4,000 can be effectively covered using the panel
Pakistan Online Research Panel – (Panel Book)
18
51%
Female,
22%
Male,
78%
48%
No,
47
1%
74%
Single
(Unmarried)
Married
Yes,
53
Widow/
Widower /
Divorced
21%
5%
CWE
28%
Working
Student
23%
Housewife
10%
61
13%
5%
23
SEC A
20%
SEC B
10
5
SEC C SEC D
1
16 to 20
Years
SEC E
Current Panel Size
n =10,000+
21 to 25
Years
26 to 30
Years
31 to 35
Years
36 to 40
Years
41 AND
ABOVE
Panel Book (Geographic)
19
Karachi
43%
Lahore
23%
Rwp / Isd
13%
Faisalabad
3%
Multan
3%
Peshawar
3%
Hyderabad
1%
Gujranwala
1%
Quetta
1%
Tier 4 cities (Punjab)
KPK
Baluchistan
5%
Tier 4 cities (Sindh)
1%
Tier 4 cities (KPK)
1%
46%
Sindh
2%
Bahawalpur / Bahawalnagar
49%
Punjab
Current Panel Size
n =10,000+
4%
1%
Panel Book (Food & Beverages)
20
Go to Restaurants
Regularly Consumed Beverages
Tea
Soft Drink (Regular & Diet)
30%
Milk / Flavored Milk / Lassi
29%
43%
Pizza Hut
43%
Juice
47%
KFC
65%
39%
McDonald's
20%
Bar B Q Tonight
22%
Hardees
18%
Subway
15%
Nando's
Coffee
23%
Bottled Water
20%
13%
Domino's Pizza
9%
Arizona Grill
7%
Chicken Cottage
Energy Drinks
6%
4%
Burger King
26%
Other
Frequency of Eating Fast Food
Primary Grocery Shopper
40%
58%
38%
31%
22%
Yes
Participate
equally
11%
Less than once Once to three Mor than three
per week
times per week times per week
No
Current Panel Size
n =10,000+
Panel Book (Mobile Phone Users)
21
Smart Phone Operating System
Google Android
32%
Smart Phone Ownership
Symbian
24%
No, 49%
Apple iPhone (iOS)
Blackberry/RIM
18%
15%
Yes,
51%
Windows Mobile
Current Panel Size
n =10,000+
11%
Electronics / Home Appliances Ownership
22
Desktop Computer
Smart Phone
Laptop Computer
Flat Screen TV
Digital Camera
Cable / Satellite TV
Printer
Blue Ray / DVD Player
MP3 Player / Ipod
Video Camera / Camecorder
Scanner
Cordless Phone
Portable Game Console e.g. Sony, PSP)
Multi Purpose Printer (Fax / Printer / Phone)
Digital TV Receiver
3D TV
Stationary Game Console e.g. Nintando
Digital SLR Camera
Projector
54%
49%
46%
35%
31%
26%
19%
17%
15%
15%
13%
11%
7%
6%
5%
4%
4%
4%
3%
Current Panel Size
n =10,000+
Car Ownership - Household
23
Car Brand
Car Ownership
32%
Suzuki
24%
Honda
21%
Toyota
No, 52%
Yes, 48%
8%
Other
Current Panel Size
n =10,000+
Daihatsu
5%
Hyundai
4%
Nissan
3%
Mitsubishi
3%
Some of The Profiling Attributes Available
24


Gender
Working, student,
housewife

Education level

Household size

Marital status

Age

Mother tongue

Religion

Province

City

Urban/Rural

Chief Wage Earner

Status

Study/Degree Type




Level of studies
Education - Chief
wage earner
Organization's
primary industry

Brand of car(s)

Car manufactured year 

Next car purchase/lease

intention

Motorcycle ownership

Number of Employees 

Primary working

department
IT position - if any

Primary role in

organization
Professional position 
Finance sector position

if any
Occupation

Occupation - chief

wage earner







Mobile phone SIM Type
Smartphone ownership
Smartphone brand
If primary grocery
shopper
Fast Food - how often


Smartphone operating
system
Internet connection Type at
home
Internet Service Provider
Fast Food restaurants

Tobacco - Do you smoke
Beverages Consumed

Tobacco - Cigarette Brands
Electronic products

Tobacco - Cigarette Amount
Early Adopter
Decision maker electronics


Other tobacco products
smoke cigarette type local/imported

Cigarette purchase format
Access to a car

Mobile phone features
Automotive decision
maker

Mobile phone - network 
Social Economic Class (SEC)
The Ideal Profile – for Targeting via Panel
25
•
•
•






The internet penetration is around 17% on overall basis in Pakistan having more
than 30 million internet users.
The penetration reaches to more than 50% when we think of people with high
literacy rate living in Metros.
The online research panel is ideal for gauging opinion from the following profiles:
Gender:
SEC:
Education:
Age bracket:
Cities:
Male & Female
A, B & C
Matric & Above
18 years – 50 years
Karachi, Lahore, Rawalpindi & Islamabad
*Special groups like Students [18+] can effectively be targeted using the On Line
Panel as more than 50% of them in the major cities are internet users.
Does Each MR Study Need Representativeness?
26
•
•
•
•
Any MR study, not necessarily requiring 100% representative data, can effectively
be conducted through the On Line Consumer Panel, to get benefit of reduced time
and cost along with accessing the hard to reach respondents.
Both Quantitative and Qualitative data can be gauged using the panel.
Sample replication (quota based sampling) is the technique to get as close results
as representative sample can provide using the online consumer panel.
From a panel of about 10,000+ members, one can draw a robust random sample
of respondents of appropriate profile.
Where Online Panel Can Help Better?
27

Study types that can be better targeted
through On Line Research Panel
Benefits of Using On Line Research Panel
28
Fast turn around
time
(Around 5 days)
Comprehensive
Panelists
Profiling for
Quota Based
Targeting
Easy access to
hard to reach
segments
(Upper SECs)
Instant access to
summary
statistics by
clients
Economical
Methodology - On Line Research Panel
29
Questionnaire
• Questionnaire finalization
• Questionnaire programming
Panel
Integration
• Agreement on targeting segments quotas
• Integrating questionnaire with the panel
Study
Circulation
• Performing sampling through the panel system
• Dispatching survey to the randomly selected panelists
Data
Collection &
Report
Writing
• Data collection and analysis
• Report writing and delivering results
Quality Assurance - On Line Research Panel
30
Respondent
Uniqueness
Back check
(Validation)
Data
Cleaning
• Through CNIC and Mobile number
• Thank you calls to the panelists who filled out the survey
to ensure that the survey was filled by the actual
respondents
• Cleaning of data after finding out inconsistencies in the
validation questions and checking the inconsistencies from
the average response rate time etc.
Mobile Based Data Collection Solution
Mobile data collection solution
32
•
Cutting edge mobile based solution that allows paper-less collection of data
•
Questionnaires are designed and uploaded to the server
•
•
•
The field workers / sales force then can access forms and fill in the data
and save on phone or upload to server
The data can be accessed at real time from the office for analysis
The data collection locations captured using GPS coordinates and mapped
using Google maps
The changeover
33
Current situation
The solution
Technical overview
34

Mobile Client -requires authentication to access the server and download
the survey

The server;
•
Has different levels of access rights
•
Data filtering-enabling one to create subsets of data to view or download
•
Visualizing of data on digital maps and charts
•
•
Survey administration-Locking the surveys from being downloaded and data
submission
Users administration-creating and deleting the users
How mobile data collection works
35
Data collection formats support
36
•
Text
•
Numbers
•
Date and time (automatic system date)
•
GPS coordinates
•
Multiple select
•
Single select
•
Single select dynamic
•
Photo
Benefits of Using Mobile Data Collection
37
Faster turn
around time
Improved
data accuracy
& integrity
Easy
amendments in
the data
collection
instrument
Automatic
time, date &
location
mapping (GPS
coordinates)
Instant access
to summary
statistics by
clients
Management
S. M. Sibghatullah Husaini - Chief Executive
39
Education–
–
MBA from Institute of Business Administration (IBA)
–
Bachelor of Law (LLB); Master of Science in Mathematics, University of Karachi
Experience –
–
35 years in training, management & marketing research.
–
18 years+ in Market Research industry in the Country and abroad.
Research Specialities
husaini@thydynamics.biz
–
+92 300 829 5668
Social / Political Sector, Media, Chemical, Telecom, FMCG, Fuels/Lubricants,
Pharma/Health, Banking, Electronics, B2B
Sector Specialities
–
Social (Political Polls), Banking, Telecom, Internet, Tobacco, and FMCG, Fuels / Lubricants
Pen Picture
–
Commands extensive expertise in qualitative, quantitative and investigative research.
–
(Served in senior executives positions with leading marketing research organizations
(Executive Director Gallup-BRB (9 years) Executive Director Research with Oasis
International (5 years), General Manager with Center for Statistical Research, Saudi Arabia
(3 years) Deputy Managing Director with SMAR International (1 year)
–
Have extensive experience working with leading local and global clients and market
research agencies.
–
Currently teaching Business Research at I.B.A. , Karachi
Syed Amanullah Husaini Jagirdar – Principal Consultant
40
Education–
–
M. S. (Agricultural Economics) from Michigan State University
–
M. Sc. (Agri.) Hons. from Sindh Agricultural College
Experience –
amanullah.husaini@thydynamics.biz
+92 300 855 5654
–
30 + years extensive experience in Agriculture, land cultivation, agricultural based economy,
rural development programs, training, feasibility and marketing studies.
–
Work experience in Afghanistan, China, Nepal, Pakistan and Vanuatu (South Pacific).
Research Specialities
–
Consultancy work for agriculture, rural development programs and agro based industries.
Sector Specialities
–
Socioeconomic, agricultural, land reformation, rural development programs.
Pen Picture
–
Mr. Husaini has extensive experience of working with worlds top institutions in both
government and non-government sectors.
–
He worked on more than 100 consultancy based projects with institutions such as World
Bank, Asian Development Bank, United States Agency for International Development
(USAID), United Nations Development Program (UNDP), United Nations Drug Control
Program, FAO, IUCN, Ford Foundation, Aga Khan Rural Support Project, National
Commission on Agriculture: Government of Pakistan, Resource Mobilization and Tax
Reforms Commission, and other local and foreign Consulting houses.
Rashid Mehmood - Director Research
41
Education–
–
MBA from PAF-KIET Karachi
–
Diploma in Marketing Research from The University of Georgia (Principle of Marketing
Research)
Experience –
–
Total experience 12+ years in MR industry
Research Specialities
rashid.mehmood@thedynamics.biz
–
+92 322 2260 190
Conjoint , Diversified MR Techniques, Ad testing, Usage and Attitude, New Product
Development, Pricing Studies.
Sector Specialities
–
Social, Banking, Telecom, Internet, Tobacco, FMCG, Fuels / Lubricants
Pen Picture
–
Rashid Mehmood has more than 13 years of experience in MR industry working with both
local and global clients.
–
His urge to work with most complex studies led him to handle clients from diversified
sectors. Hence, he has vast experience of working with multiple MR techniques and
methodologies for both customized and tracking studies.
–
His experience and vast knowledge of I.T enables him to deal technicalities with ease.
Muhammad Saad -- Director Technology
42
Education–
–
BS Computer Science from University of Karachi
Experience –
–
6 years experience within MR and Information Technology domains
Pen Picture
–
Saad’s core expertise is in integrating Research and IT techniques, project
management and coming up with innovative solutions
–
He has worked for leading MR and IT companies in Pakistan such as Oasis
International, SBP, Bank Islami, Saamba Bank, Bank Al Habib, Bank Alflah, Silk
bank British Petroleum, Pakistan Petroleum, etc
muhammad.saad@drtsolutionz.com
+92 333 2289 425
Asadullah Rashid, Manager Operations
43
Education–
–
MA, Political Science from the University of Punjab
Experience –
–
6 years + experience in MR
Sector Handled
–
Asadullah.rashid@thedynamics.biz
+92 306 7514 314
Social Sector, Telecom, FMCG, B2B studies, Pharma, Banking
Pen Picture
–
Asadullah’s core expertise belongs to operations including fieldwork, quality
assurance, training, team management and project management
–
He has worked with the two leading MR companies in Pakistan i.e. Gallup BRB
Pakistan and Oasis Insights
Technology Partners
44
Corporate Membership
45
Recent Clients
46
Contact Details
Karachi Office
Lahore Office
S M Sibghatullah Husaini
Rashid Mehmood
Chief Executive
Director Research
Address: Suit No. 234, Tabba Block, I B A Main
Campus, Karachi, Pakistan
Address: 176, J2, Johar Town, Lahore, Pakistan
Phone:
Direct: +92 21 3542 8139
Board: +92 21 3810 4700 Ext: 2687
Phone: +92 42 3595 7223
Mobile: +92 300 829 5668
Mobile: +92 322 2260 190
Email: husaini@thedynamics.biz
Email: rashid.mehmood@thedynamics.biz
www.thedynamics.biz / www.drtsolutionz.com