The traditional regional or national consumer segmentation is outdated and unhelpful. Innovators and investors need a more nuanced approach to understanding the market.
Are we including the significant expat population in many of the GCC countries here? They also get distributed among the 3 segments at income levels but cannot be culturally fit (non-Arabic) to be included here.
Hi Nihal, that is a very astute observation! Arabic speaking populations across the region should be covered here. However, I went back and forth on this but unfortunately couldn't come up with a framework that would be able to include the non-Arabic speaking expat populations in the GCC. That is primarily due to my lack of knowledge in that space not because I don't think they are an incredibly important and enriching segment of society.
This was such an enjoyable read, Nafez. Any chance you'd be willing to share which cities fall in each of the MENAs?
Are we including the significant expat population in many of the GCC countries here? They also get distributed among the 3 segments at income levels but cannot be culturally fit (non-Arabic) to be included here.
Hi Nihal, that is a very astute observation! Arabic speaking populations across the region should be covered here. However, I went back and forth on this but unfortunately couldn't come up with a framework that would be able to include the non-Arabic speaking expat populations in the GCC. That is primarily due to my lack of knowledge in that space not because I don't think they are an incredibly important and enriching segment of society.