Gulf Daily News Monday, 20th October 2014 Bahrain’s banking T sector showcased 21 The usefulness of market research... MANAMA: More than 300 banking industry leaders, including representatives of many US and other institutions that are looking to invest in Bahrain, came together at the Fairmont Hotel Washington DC. They were attending “The Banks in Bahrain” reception, organised by the Bahrain Association of Banks (BAB) in association with Financial Times Business on the sidelines of the annual World Bank/ International Monetary Fund meetings. The Bahrain delegation hosting the reception was led by Finance Minister and Minister in charge of Oil and Gas Affairs n At the BAB reception are, from left, Mr Ainey, Mr Al Hussaini, Mr Soukarieh and Mr Yousif Shaikh Ahmed bin Mohammed Al Khalifa and Central Bank of Bahrain Institute of Banking and Finance (BIBF) DC, finance ministers, central bank govGovernor Rasheed Al Maraj. director Solveig Nicklos and BAB chief ernors, chairmen and chief executives of Al Baraka Banking Group chief exec- executive Robert Ainey received the guests. major banking groups and staff from the utive Adnan Yousif, United Gulf Bank Guests included Bahrain’s Ambassador World Bank and the IMF. (UGB) chief executive Rabih Soukarieh, to the US Shaikh Abdulla bin Mohammed A number of advisers, consultants and National Bank of Bahrain (NBB) gener- bin Rashid Al Khalifa, members of the del- speakers who will be visiting Bahrain al manager Hussain Al Hussaini, Bahrain egation from the embassy in Washington also made important contacts during the reception. “The reception in Washington offered a unique opportunity for investors to meet key stakeholders in Bahrain’s banking and finance sector and learn The summit is being held under the patronage of MANAMA: Bahrain-based Asry has been nominated about the advantages that Central Informatics Organisation director-genfor the Ship Repair Innovation Award at the 2014 Bahrain offers as the gateeral for information technology Shaikh Salman Seatrade Maritime Awards, Middle East, Indian Subway to GCC countries and the bin Mohammed Al Khalifa. The event organiser, Continent and Africa (MEISA). The shipyard made region,” Mr Yousif said. the shortlist due to its initiative called Project Jupiter, Roshcomm’s chief executive M A Sridhar, said The event was supported by he expects to host the largest which aims to make Asry the regional leader in onsite yet gathering of information specialist contractors. The winners will be announced the CBB and the Economic technology (IT) security and in Dubai on Monday. The Seatrade Maritime Awards Development Board. risk management gurus and are designed to celebrate and reward excellence and Sponsors included Ahli thought leaders in the region, innovation in the maritime sector across the region United Bank, ABC, BBK, during the three-day event at the over the previous 12 months. Widely recognised as Investcorp, NBB, United Gulf Diplomat Radisson Blu Hotel, the region’s most prestigious industry awards, the Bank, Al Baraka, Ithmaar Residence and Spa. “Mr Rice is night is attended by more than 750 maritime and shipBank, BIBF and SICO. the co-chief executive and direcping personalities and is regarded as one of the key Many representatives of the tor of Impervio Technologies, networking occasions in the calendar. An independent which is engaged in the develjudging panel made up of experts in the regional and sponsors were present at the opment of cognitive scripting international maritime industry will select the award reception and had the opporencryption systems that thwart recipients. Project Jupiter is innovative in the new n Mr Rice tunity to discuss important hacking attempts to decrypt data. business matters with the wide approach it takes to shipyard-contractor relations in “His illustrious background in the field of IT has the region. While previously the dynamic between range of guests from numerous positioned him among the world’s leading thinkthe two was as the contractor being an independent countries. ers in information technology and related fields,” service provider, Project Jupiter is based on the new “One of our missions is to concept that contractors should be integrated partners; Mr Sridhar added. Mr Rice said he was looking promote the financial sector in forward to presenting his ideas and sharing his extensions of the service the shipyard is providing. thoughts with the delegates on the key topics of Bahrain both regionally and organisational adaptability to the changing environ- internationally,” said Mr Ainey. ment. “The conference theme is also very relevant This was BAB’s ninth recepMANAMA: The first ever Cyber Security Summit to the current security breaches and threats and its tion held to coincide with the 2014 opens today in Bahrain with technology financial impact that are being witnessed around meetings. guru J Bernie Rice as the conference chairman. the world,” he added. Asry selected for award l Forum to probe cyber security GE displaying advanced technologies MANAMA: GE Oil and Gas yesterday said it is showcasing its advanced technologies to maximise the production efficiency of ethylene at the Ethylene Middle East Technology Conference and Exhibition 2014 in Bahrain. The three-day event started yesterday at the Gulf Hotel. A sponsor of the event, GE Oil and Gas’ Downstream Technology Solutions (DTS) division will be demonstrating its capabilities in the refining and petrochemical segments. The products featured include GE’s process centrifugal compressors, turboexpanders for ethylene plants, hypercompressors for low-density polyethylene production and centrifugal pumps. “We provide turbomachinery and compression equipment and services for the ethylene manufacturing process that ensure high performance efficiency for our customers,” GE Oil and Gas for the Middle East, North Africa and Turkey president and chief executive Rami Qasem said. “The conference provides a forum to develop the technical knowledge of its participants in the fast-evolving ethylene sector through increased emphasis on operational efficiency, sustainability and excellence.” GE will also offer a series of thought and technical presentations, including a keynote address on optimising profitability by DTS vice-president Hasan Dandashly and DTS Marketing Executive Alberto Rostagno presenting “Ethylene Projects Risk Reduction.” The company’s services project leader Riccardo Fabbri will present a detailed case study of the “Versalis Priolo Ethylene Plant Major Upgrade Project”, in which GE was recently recognised by the International Project Management Association with its Project Excellence Gold Level Award. should go through, both hose of you that have internally and with an inderegularly used data, pendent agency. To underinsight and feedback stand how to use each step, from customers to improve we have listed questions your products and services that should be asked. probably can’t even imagine l Determine the purpose. how you could be effective Remember, the whole point without it. Those of you that of any market research have not will be amazed at effort is to make better how much easier collecting decisions than you would and using feedback regularwithout the information. ly makes it for you to make ‘What decisions need to be effective decisions, obtain made?’, and ‘Why are we approvals, and generate and doing this?’ are questions report results. that should be asked right at Using customer feedback on the start. a regular basis can help you l Identify informational objecstay on top of what your tives. Here you determine customers want and are exwhat you need to know pecting from what you offer. – this helps in setting the It can help you determine the stage to develop the right features your product or serquestions to ask, and who vice should offer, how much to ask them to. ‘What we customers are willing to pay don’t know?’ or ‘What do we for it, where and when they wish we knew?’ are queswant to buy and use it, and tions to ask. determine the most effective l Determine the audience. This ways and channels to use to is about determining who you promote your offering. want to collect data from. If When you understand your you want to increase uptake customers better, you miniof a particular service, you mise the chance of launchmay want to ask current and ing a product or service potential customers. ‘Who do that won’t be successful. By we want to ask?’ is the right assessing customers’ satisquestion here. faction with your product or service and what messages l Select the research techand campaigns are most efnique. There are a variety fective, you can significantly of different ways to collect improve the rollout of a new data – from ‘conventional’ and improved phase of what (face-to-face, telephone, you offer. mail to ‘modern’ online, Here are some things to think email, etc). The best thing to about when considering look for here is what techmarket reniques will search as a satisfy your tool: informationl Research al objectives costs money. at the lowAll market est possible AHMED AL AKBER research cost. ‘What projects is the most need resources like time effective way to gather this and money. Many organiinformation?’ is the question sations debate whether it to ask here and make sure is better to use that money the independent agency you to improve the product are using helps you answer rather than generating this question. data. However, without full Field the research. From ly understanding what to this point on (and perhaps improve, investing the ‘saveven earlier), your agency ings’ of not doing research is probably leading on the directly into enhancing a project. You would want to product may be completely ensure they give you regfutile. I recommend setting ular updates on how the aside a portion of the funds, project is going, along with say two-five per cent for ensuring you have provided larger organisations, on them with whatever informarket research. mation they need – such as your customer database or l Think about how you will use other information they have the data. Many organisations requested. Depending on hire an independent agenthe size and scope of the cy that a few months later project, you should expect comes back with two-inch communication on project thick reports with tables, updates and troubleshoot dozens of pages of explaany problems along the way. nations, and large findings l Analyse the data, and report summaries. Collecting and present recommendafeedback on even some of tions. Once the analysis is the most complex proddone, you want to ensure ucts or services does not that the results are presentneed to be so complicated. ed to management as quickWherever possible, focus ly as possible to get the recshould be put on assessing ommendations discussed the few main elements that and approved. Remember, make up the most critical the whole point of conductneed for assessment. ing research is to assist in l Acting on time. Many market making decisions on taking research efforts are ‘point in action – whether it’s to imtime’ studies, with feedback prove your current products collected at a specific period or services or to launch in the year. The downside to a new product. Ideally, that is that the research has communicate the main a diminishing value as time findings of the research to goes by. Once that research employees, who are directly is collected or assessed, involved in auctioning the organisations should review, recommendations, so they decide, and act on the findfully understand why they ings as soon as possible. are doing them. Steps in the research process. Mr Al Akber is the managing Here are some steps that any director of ACK Solutions market research project Marketing Matters
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