Beirut, Lebanon (1 March 2013) — JWT MENA's Head of Planning, Hubert Boulos and JWT North Africa's Planning Director, Hazem Kaddour will present a paper at ESOMAR's Best of MENAP 2013 on 5 March at 10:15 in collaboration with Tunisiana, Tunisia's leading mobile operator. "The Social Individualist" will look at the new mindset that best describes Tunisians after the Arab Springs.
The need for a fresh look at the Tunisian consumer became apparent after so much had been written about the Arab Spring but all from a socio-political angle. Very few articles had tried to understand the change in consumer behavior and need states. There was no clear point of view on what had really changed from that standpoint. Hazem Kaddour commented "We did notice that after the revolution, everyone became a politician; everyone has his or her own truth to tell and wanted others to share it. There was a rising need not only to be heard, but to be the one that everybody listens to and follows."
In association with Tunisiana, JWT conducted research in October 2012 to identify the new dynamics that were driving consumers and their behaviour. The research was led by the JWT Tunis team and focused on Tunisians, the birth place of the Arab Springs. The researched polled 551 adults and additionally operated 25 focus groups on adults and young adults.
The results of the October 2012 research highlighted the rise of a new mindset, The Social Individualist, or the quest to be different whilst being socially recognized by the group. Where before the revolution attitudes were entirely based on sticking to the group, the revolution had created a paradigm shift: people were now striving to build their own individuality. Yet this very own individuality could not live without the group. Hubert Boulos clarifies the point noting, “The “Social Individualist” as a consumer is indeed a very rich paradox which brands and communications can leverage extensively in Tunisia and most probably beyond across the MENA region. This is definitely something new and it carries huge potential.” Additionally JWT's research findings have shown that the mindset has also spread amongst religious conservatives who increasingly believe religion to be an individual matter.
Conclusions marketers can draw from the report are clear and for telecommunication brands in particular, which can now leverage the enormous potential of not only empowering a consumer's individuality, but enabling those same individuals to shine within their wider communities.
More information on how to hear the JWT presentation at ESOMAR Best of MENAP 2013 can be found on the ESOMAR website, or follow @JWTMEA for live updates on the day.
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