The child Yazan was crying loudly for his favorite milk but was ignored by his father. His mother sent the driver to get the milk, but he returned after a long time and brought a different flavor, which made the child even sadder. The child's father then sent one of his employees to bring the milk, but he failed too. The mother asks her child what specific flavor he wants “Strawberry milk!” he answered. “I told you from the very start, but you weren't listening”.

This conversation took place in uncle Assem’s presence, who started wondering: What if the child Yazan was a customer himself, and his parents were companies that were not able to understand what their customer required? What if the father was the non-caring company and the mother was the caring one? Is it possible to turn a non-caring company into a caring one by evaluating the customer’s needs and requirements? Maybe we can provide strategic solutions to companies by focusing on and defining the real issues.

This chain of thoughts evoked uncle Assem’s interest and went to search engines on the internet to seek answers. He discovered that there is an established science called Marketing Research which is specialized in defining and evaluating marketing issues. After a long journey of search, he found out that many international companies depend on these marketing research as an important input to their growth. He then decided to serve the Kingdom’s firms by programs, led initiating market research by a Saudi team that best understands the Saudi market, its people, and their needs.