Anbaouy Anas

Leading consumer and market insights for one of the region's largest halal FMCG brands, directly supporting brand growth, category strategy, and innovation pipelines across MENA.
• Spearheaded the launch of an in-house Consumer Hub, reducing quantitative research costs by 52% and cutting turnaround time for tactical research questions from months to 3 weeks.
• Lead end-to-end consumer, shopper, and market research programmes, covering category opportunity identification, competitive intelligence, and consumer trend analysis.
• Translate complex research data into clear, insight-led recommendations that directly inform brand positioning, product innovation, and commercial decision-making.
• Business partner to marketing, category management, innovation, and commercial teams embedding a consumer-centric approach across all strategic planning cycles.
• Design and manage qualitative and quantitative research methodologies and agencies, maintaining standards of data quality and analytical rigour throughout.

As a Senior Research Executive in IPSOS Dubais market understanding and strategy team, I specialize in conducting strategic shopper and usage and attitudes studies for clients across the MENA region.
• I conduct strategic shopper and usage and attitudes studies for clients across the MENA region.
• I successfully manage the delivery of research projects from proposal to final report.
• I design quantitative research tools and methods, manage data collection and analysis, and produce insightful reports that guide business decisions.
• Led and contribute to consultancy and research projects, meeting business plan targets and identifying new business opportunities.
• Stay up to date with research techniques and new ways of thinking in the sector, contributing fresh perspectives to the team and maintaining a competitive edge in the market.
Overall, my role as a Research Executive at IPSOS Dubai is allowing me to develop my expertise in research project management, consultancy, and business development, while providing clients with the insights they need to succeed in a dynamic and competitive market.

During my tenure as a CMI in Carrefour Morocco, I had to manage two teams, a research team, and a monitoring team.
The research aspect:
The research team we had to carry in house surveys for different store openings, and shopper path,
Manage different agencies tasked with strategic studies,
The monitoring aspect:
Keeping an eye on the market trends, on the share of modern vs traditional trade in Morocco. And ultimately increasing the market share of Carrefour in the market,
Notable achievement: Optimizing the satisfaction and NPS survey of the 200+ stores of Carrefour, by automating the analysis with Power BI,

As a Research Executive at OpinionWay MENA, I played an instrumental role in the planning and execution of various research studies. My duties included:
• Preparing approach notes for diverse types of studies, including the choice of sample breakdown and project timelines.
• Developing survey questionnaires and supplying training to field teams on study objectives and survey techniques
• Monitoring the fieldwork, ensuring compliance with quotas, and cleaning the database
• Conducting statistical analysis to extract relevant insights from the data.
• Preparing study reports and presenting results to clients
I have experience in conducting a range of studies, including image and satisfaction assessments, competitive intelligence, U&A, product and concept testing, social media research, and political studies.
Overall, my time at OpinionWay MENA has honed my skills in research planning, survey development, data analysis, and report writing, allowing me to deliver actionable insights to clients across various industries.

This was my first professional position in order to get my Masters in Marketing, my thesis was : The brand image and its influence on the attitude and consumers behavior. For this study Ive:
-Studied with focus groups the attributes of image
-With SPSS, analyzed the correspondences between the found attributes, and attitudes of consumers.
-Drawn a communication strategy
-Formulated recommandations for the service offers
In this internship Ive also contributed in many projects, and done many tasks from which:
-Developing wine catalogues for Nicolas and a Vinothèque
-Web content creation for different social media pages of the group
-Developing the product portfolio of different advertisements at the point of sale
-Prospecting for suppliers of said ads at the point of sale
-Working on activations of the different brands
-Monthly reporting on sales revenue
-Helped with the communication plans for the launch of Pelforth