The Product of the Year (POY) brand recognition umbrella recently hosted a forum in Dubai, UAE, which highlighted the evolving research methodologies on understanding shopping behaviour of consumers.

Product of the Year brought a diverse mix of experts who focused on the future-shaping trends in shopper marketing research amidst changing consumer dynamics – bringing together technology, science, psychology and shopping behaviour.

The talk was held under the theme ‘Getting Under the Skin of Shoppers’ and over 100 marketing managers from over 30 multinational and regional clients in the consumer goods sector, including POY’s local and regional partners, took part.

Roy Armale, planning director at Ogilvy Action Mena, shed light on biometric research and understanding the context behind shoppers’ decisions, while Amine Issa from Mayo Clinic Everest Research focused on medical research technologies that can assist marketers in mining consumer insights.

The discussion also involved Mariam Chahin from Marks & Spencer, Al Futtaim Group, who highlighted the importance of analytics in a retail environment, while Wael Habchi, group shopper marketing manager at healthcare company GlaxoSmithKline (GSK) emphasized the tools and techniques to monitor shopping behaviour.

Dory Kfoury, CEO – Middle East and Africa for Product of the Year, said: “As the world’s largest consumer-voted program, we have always believed in understanding the consumers’ shopping behaviour pattern. The participants and audience had an enriching experience in the first POY Talk and we are quite excited to continue with the initiative in the coming years.”

The Product of the Year Middle East award serves as a shortcut for the shoppers in the supermarket as an approved and trusted sign of quality. For manufacturers of the winning products, the POY recognition is a powerful marketing message proven to increase product trial, awareness, distribution and sales. Globally, POY has been working with over 100 multinationals and a number of local and regional companies.

Product of the Year Gulf 2014 is the first-of-its-kind independent and prestigious award that recognizes excellence in quality and innovation in the consumer goods sector and is the only one of its kind that is voted 100 per cent by consumers themselves.

The Product of the Year label is renowned across 42 countries with the same purpose: Guide consumers to the best products in their market and reward manufacturers for quality and innovation. – TradeArabia News Service