Viewpoint: Making market research work in Saudi Arabia

Thomas Aichner and Abdel Monim Shaltoni

Market research in the Kingdom of Saudi Arabia (KSA) is becoming increasingly important for mainly two reasons.

The Kingdom of Saudi Arabia

As of 2018, more than 60% of Saudi citizens are 30years or younger. This percentage is likely to further increase in the coming years, as the population of the Kingdom of Saudi Arabia (KSA) is steadily growing. In addition to this demographic characteristic, the effects of the recently pre-sented Saudi Vision 2030will additionally contribute to a fast change in both economy and society. This visionary document summarizes the country's long-term goals with regard to corporatization, innovation, economic growth, sustainability, education, and the provision of equal opportunities. The KSA—which is already among the 20...

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