Forbes Consulting Group and iQual Team to Deliver Excellence In Neuroscience Research Across the Middle East

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Partnership Further Illustrates MindSight®’s Boundless Global Reach and Effectiveness in Emotional Measurement Research

Forbes Consulting Group, the leading market research company that directly accesses the emotional brain to discover consumers’ deep emotional reactions, today announced a partnership with iQual, an innovative market research and consultancy boutique, to create a long-term, sustainable model that delivers cutting-edge applied neuroscience and emotional insight to businesses throughout the Middle East.

“iQual offers distinctively advanced and innovative solutions for a rapidly emerging Middle Eastern research marketplace,” said Dr. David Forbes, President and CEO of the Forbes Consulting Group. “Together we will seamlessly deliver integrated qualitative and quantitative research with superlative customer service and a strong commitment to research ROI.”

“We are delighted to team with Forbes Consulting Group,” said Hany Mwafy, Chief Energy Officer at iQual. “Forbes is a leader and pioneer in providing applied neuroscience and deep emotional insight, as they have shown using MindSight® successfully with Fortune 500 companies across multiple vertical markets, including consumer packaged goods, pharmaceuticals and financial services -- together we are looking forward to bringing this expertise to our clients in the Middle East. Our partnership will really enable us to have a transformative impact on a client’s success at every stage of the business process, whether it is new product development, product positioning, brand extendibility or concept testing.”

MindSight® can be used in small, qualitative studies as well as large-scale, quantitative studies with thousands of globally dispersed respondents. It delivers real-time results, cost-effectively, and can be deployed on mobile devices using MindSight Mobile®. Poised to revolutionize market research, MindSight® uses a patent-pending applied neuroscience technique to obtain authentic emotional insight from people before their conscious mind can edit responses. The technique identifies key emotional drivers of buying behavior by evaluating what they actually feel rather than what they think they feel as other traditional projective techniques measure. Key benefits of MindSight® include:

  • Provides deeper and more authentic insights about the emotions that motivate behavior than traditional or neuromarketing research methods
  • Deploys online to large quantitative or smaller qualitative samples
  • Enables cost-effective global research that transcends cultural biases and delivers results in real time

About iQual
iQual is the fresh and innovative Arab market research and consultancy boutique applying the most innovative technologies, tools and methodologies in partnership with global companies and institutes with a single minded objective to bring WHAT MATTERS MOST to businesses through creative interpretation of organic insights. iQual has fully operating offices in key cities in their business region and full field capabilities across the Middle East. For more information please visit iQual Research & Consultancy or better ask(at)iqual(dot)co.

About Forbes Consulting Group
Founded in 1985 and based in Lexington, Massachusetts, the Forbes Consulting Group is a strategic and innovative market research company providing clients with deeper levels of insight about emotions and motivations - and helping them gain strategic market advantage on the strength of this insight. In its 28-year history, Forbes Consulting Group has become a valued resource for Fortune 500 companies. For more information, including the opportunity to receive a demo of MindSight®, the company’s proprietary applied neuroscience technology that uncovers authentic emotional insight from consumers before the rational mind can edit responses, please contact sales(at)forbesconsulting(dot)com.

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Rebecca Metz
Metz Communications
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