QComms, which has offices across Abu Dhabi, Dubai and the UK, has launched a dedicated Market Research Facility at its Dubai headquarters in Jumeirah Lakes Towers (JLT) – the first of its kind within a PR agency in the GCC region.

The move is in response to growing industry demand for evidence-based communications strategies. Research shows that campaigns built on market insights are 60% more profitable than those without a data-driven foundation, prompting QComms to make the investment in a facility available to both brands and research companies.

"We recognise that a brand launch needs to be successful from the start, and you
only have one first impression" said Elsa Roodt, co-founder of QComms. "Factors
like messaging, visuals, and brand perception can significantly impact the
outcome especially in a cultural sensitive hub like the GCC."

Purpose-built for client insight

The QComms Market Research Facility features a one-way mirror viewing room enabling real-time observation of focus groups and product testing sessions. Custom-built audio-visual equipment supports international streaming to regional and overseas offices, with integrated translation and recording capabilities.

Research sessions are designed and facilitated by a dedicated team led by a Behavioural Psychologist, offering clients access to focus group discussions, product sampling, and feedback collection to inform and refine communication strategies.

According to the company, since the facility's completion, more than 20% of QComms' client base has already used the service to glean insights before launching brands or making critical brand-led decisions. "Our facility removes
the guesswork, offering a competitive advantage through data and high-quality
content," shared Roodt. The team at QComms added that the facility aims to address a gap in the regional market, providing a cost-effective resource for quality research and content development in a region where such services can be challenging to access. 

The agency is now inviting clients and partners to explore the capabilities of the new facility and private viewing room, designed to improve insight generation and collaboration across public relations and digital marketing projects.

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