Research

Apricot Global:

The Vision & The

Mission

Vision

• We passionately believe to inspire people become more creative by realizing their full potentials, develop a motivated team to make a difference and enhance the quality of life.

Mission

• It is our sincere endeavor to achieve excellence in all spheres of business and build trust based on reliability, stability and sustained profitability

Our Core Values

We shape the culture and define the character of our company, based on the following Core Values Entrepreneurship: Acting with an owner mentality, and

meeting commitments to all stakeholders.

Dedication: Stretching our people to develop a "can do" attitude.

Execution: Creating long-term, relationships and focusing on execution excellence.

Teamwork: Mobilizing our skilled and dedicated teams to deliver consistently exceptional results.

High Esteem: Valuing diversity and ensuring an inclusive environment

Integrity: Inspiring trust by taking responsibility, acting ethically, and encouraging honest and open debate.

Corporate Governance

Our Basic Stance – “The Apricot Way” By sharing and practicing the Apricot Way,

we aim to continuously enhance the value of the company through a constant drive to achieve sustained growth.

Recognizing that strengthening corporate governance is essential to achieving our goals, Apricot has articulated the Basic Stance on our Internal Control Framework.

By separating management oversight and operational execution functions, we aim to accelerate the decision-making process and clarify management responsibilities.

Corporate SpiritWe believe in being

involved in the communities we are a

part of. It is a commitment rooted in the belief that we

can bring about positive change.

With sheer devotion we strive to bring sea change and find ways

to enrich life of the community with real

happiness.

We try to inspire people to get involved

in the communities through innovative volunteer activities

and contribute to our communities in

meaningful ways.

ResearchSurveys

• We find that survey research is the one of the corner stones of our custom market research. It is critical to have expert survey design input upfront so that research resources are not wasted.

• Apricot Global has research capabilities across Pakistan, and are capable of fielding a network of reliable survey teams, able to reach out to all segments of industry, consumers and the government.

• We have dedicated experts, who in collaboration with the analytical department ensure that our collection instruments are planned for the end result, the analysis, and the information that is needed in order to make a decision.

• At Apricot Global, we encourage linking survey data with internal databases, qualitative research, or other sources of data whenever possible. This is an efficient way to leverage survey research for exponential insights.

Surveys Techniques• We use some of the most sophisticated survey techniques available for conducting quantitative research. We

help our clients survey their own customers or when necessary provide a quality panel sample.

• Our most proven method is the combination of several data collection methods in order to achieve a common goal or aim. Sometimes multiple data sources are necessary even within the same primary research project. For instance, when in order to increase participation, respondents are given a choice in how to respond.

• Our organization is experienced in conducting a wide range of surveys from advanced pricing studies to the stakeholder satisfaction and brand awareness studies.

Research SegmentationSegmentation Methodology and User Profiling (SMUP)

• Apricot Global’s Segmentation Methodology and User Profiling (SMUP), helps our clients define their market and spotlight areas of opportunity.

• Our Segmentation methodologies can reveal insights on issues such as loyalty, brand shifting, heavy/light purchase/usage, etc.

• A well designed SMUP studies increases understanding of product or service attributes that are most important and that trigger purchasing decisions.

Concept Refinement and Screening

• Many of our clients seek to understand the appeal of individual concept components before finished concepts are tested.

• By bringing the consumer into the early concept formulation process, we help our clients gain a wealth of insight and information for creating better concepts in less time.

• Once concepts have been refined, then we test them to identify the most promising new product or services ideas.

Services

Apricot Global is a next generation market research consultancy organization that leverages new technologies, such as data and text mining, with traditional market research techniques.

Our team has expertise in many areas, and our service offerings typically belong to one of the five major areas below:

• Customer Strategy

• Survey Research

• Qualitative Research

• Data & Text Analytics

• Web Designing

We combine the efficiencies and experience found in large firms with the rigorous methodological understanding of academia and the creativity found only in smaller firms.

We believe that maximizing the sharing and combination of various sources yields the best return on information investment.

We are adept at providing solutions for our customers whether the study utilizes internal company data, or externally gathered information.

Segmentation Strategy

Segmentation Background

•Given the unique characteristics of the people, culture and society of Pakistan we incorporate aspects of human behavior that most firms ignore, avoiding a one-size-fits-all segmentation approach.

•We use a segmentation which has several methods of validation, and is also flexible enough to incorporate variables which may be specific to an organization.

Customer segmentation strategy

•This includes identifying key customer segments, understanding these segments better, gaining insight into the products or services they need, and fine-tuning the marketing message.

•A key decision in market research is that of selecting a segmentation strategy.

•Our ability to mark and understand the targets is key to any segmentation approach.

•A critical aspect of Apricot’s success is our segmentation approach, which is a set of Content and Usage Parameters.

Research Determinants & Methodology

• Whether to solve a current problem faced by the manager in the work setting. Such research is called applied research.

• To generate a body of knowledge about how to solve problems that could be occurred in organizations. This is the basic research or fundamental research.

We undertake research both applied and fundamental

• Scaling• Rating Scale & Ranking Scale

• Elements• Customer Analysis, Choice Modeling, Competitor Analysis, Risk Analysis, Product

Research

• Sampling• Simple Random Sampling, Systematic Sampling, Stratified Sampling, Multistage

Sampling, Cluster Sampling

Our Methodology

Techniques• Our research takes both Quantitative data of the how much/many questions variety,

while our Qualitative research helps figure out the reasoning behind the consumer’s behaviour by looking at Personal, Psychological, Social, Cultural motivators.

Purpose

• We find that marketing to the individual customer is gaining more importance.

• Getting to understand the motive behind the behavior of customers is extremely useful.

• We have a variety of proven qualitative & quantitative techniques to help our clients gain deeper understanding of the market.

Target Audience

• For most products and services, the vast majority of consumers’ decision-making occurs on the subconscious level.

• We look at both sales data as well as the market conditions to understand current behavior

• Our qualitative techniques are unique and have been applied to many studies, which can gauge the processes of the consumers mind, both conscious and subconscious.

Projective Techniques

Business to Business Market Research

At Apricot Global, we understand the complexities inherent in Business to Business (B2B) research

There are four key factors that make B2B market research different from consumer markets:

• The decision making unit is far more complex in B2B markets than in consumer markets

• B2B products and their applications are more complex than consumer products

• B2B marketers address a much smaller number of customers who are very much larger in their consumption of products than is the case in consumer markets

• Personal relationships are of critical importance in B2B markets.

To this end, our network of contacts allow us to engage in effective B2B research activities

Finding the right respondents is crucial in B2B research and our teams are more than capable of encouraging them to be cooperate

Our highly experienced consultants advice and help build strategies and make informed decisions that are strongly rooted in both the research findings and their own personal experience.

Questionnaire Designing

Meet clientObservation

Sample Identification

Meet clientProduct base

Data Collection

Field Work Field visits

Call backsRecording

Presentation

Analysis Meet client

Internal Brainstorming

Standardized Questionnaire Survey

Field Work Field visits

Data Collection and analysis

Call backRecording

Deletion of repeated data Meet client and finalize

new questioners

Field surveys conducted and

inspected

Final analysis compiled & presented

Meet clientQuestionnaire Designing

Observation

Sample Identification

Meet clientProduct base

RevisedQuestionnaire Survey

Flexible Questionnaire SurveyProduct

TypeDefine Objectives &

Sample

Results

Cross check by field visits and callbacks

Analyze Questionnaire

Design Questionnaire 2

Data gathered

Checked by call backs and field visits

Detail drill down

Meet Clients

Objective Questionnaire

Final Analysis

Evaluate the clients move to attain the

objective

Presentation

Meet Clients

Define Questionnaire 1

Customer Insight

Discussion with client

Opinions and responses recorded and taped

Data Analyzed and presented with client’s

consent

Selection of areas and samples in each area as its

representation

TelephonicSurveys

Consumer based focus groups

Number of focus groups: Focus group conduction

Client’s input

Apricot’s analysis

Sample basis decided

according to product

Teams briefed and sessions conducted with our teams

monitoring Video/audio recording

Detailed views taken

Opinions taken and compiled with company’s observation

Analysis and presentation for client

Personal details taken in order to

retain sample

Online Surveys

Identify the segment and see whether the search should be random or specific

depending on the product and client’s information

Review the customer’s previous purchases and gather input in order to

redefine goals

Develop a plan outlining the placement of questioners to fill the target number

givenPhysiological analysis

Score bracket 1

Score bracket 2

Score bracket 3Analyze the basic aspect affecting the customer and give the appropriate questioner according to his score. The analysis will then be done on the basis of compiled results here.

Mr. Ahmed GhazaliLaw graduate, from the University of Punjab, Mr. Ghazali has also practiced law on the civil side.

Additionally, he has managed a project to grow Australian Grass in the desert of Cholistan floated by the government and also a drilling project in Saudi Arabia.

Mr. Ahmed Ghazali, recently retired as Additional Director General (H.Qs) Lahore Development Authority (LDA) has a rich experience of handling wide range of affairs relevant to acquisition and utilization for housing schemes.

His active professional work experience is spread over a period of 40 years.

Mr. Ghazali has comprehensive knowledge pertaining to land of handling Civil Contracts between corporate entities, land acquisition, sale of housing units and developed land, rehabilitation of displaced persons, prevention of mushroom growths of slums, assessment of land compensation, Settlement of Property disputes and Litigation matters.

Mr. Ghazali has also produced professional manuals for his previous organization LDA. Mentally and physically alert; he has a pleasing personality, excellent human management skills and ability to work as part of a large team.

Mr. Ghazali has also served as Director Punjab Arts Council, Bahawalpur. He is a learned person who has a great passion for art & culture.

In this pursuit, he has authored eight books on Folk lore, Culture and the Mystics of Punjab. In accordance with this facet of his personality, he has also traveled extensively to remote areas of Pakistan and absorbed a greater ethnic understanding of the attitudes of different races, people and professions.

Another important aspect of his personality is that he delivers motivational lectures to the Armed Forces, Government Officials and other cross-sections of people.

Dr. M. Saleem Rana MSc, PhD (Bio-Chemistry, London)Dr. Rana has thirty four years pioneering and innovative work experience in product development, research & development and marketing in the field of essential oil extraction and processing of vegetable oils.

This experience includes fifteen years as General Manager in Oil Seed Division (Ghee Cooperation of Pakistan, Ministry of Industry Government of Pakistan), six years as Associate Professor in faculty of Agriculture (Al Fatah University Tripoli Libya), nine years in teaching and research in (Birkbeck College University of London), eight years in research and teaching (Agriculture University Faisalabad, Pakistan) and one year as World Bank Consultant (Agro Industries in Pakistan)

Currently, he has been appointed as Director Coordination NFC. Previously, he was Member of Task Force Government, Punjab Floriculture Development Council & Punjab Agro Consultant and Member Advisory Board for Government College University, Lahore.

Dr. Rana has done a commendable job to promote and create awareness among Pakistani farmers and entrepreneurs for modern essential oil extraction and greenhouse technologies, and alternative fuels through presentations and seminars.

He is also a Member of American Oil Chemist’s Society and is a specialist in essential oil extraction technology on FAO roster.

His twenty research papers have been published in leading international scientific journals and he has also prepared more than 20 feasibility studies in essential oil extraction and vegetable oils processing techniques and Oleo Chemical products.

Dr. Shafiq Ahmad KhanAcademic Background:

BSc. MSc. Honors 1957-1958 Punjab University – Institute of Chemistry

PhD 1964 - Queens University Belfast, Northern Island, UK (Organic Chemistry)

Joined the PCSIR in 1958, Oil fats and Waxes Division serving for 37 years

Organizational Recognition

Worked as Head of the division 1976-1986

Also worked as secretary PCSIR 1986-1989

Member Science PCSIR 1989-1992

Chairman Pakistan Council for Science & Technology

Was Awarded the Tamghaey Imtiaz in 1989 for Services to Science

Publications Has considerable number of publications, nearly 300, to his name. Nearly half of these are in the area of oil & field, both in the use and processing, as well as in their research.

Worked as editor for 3 Science Journal

The interest in oleo chemicals has been the dominant factor in his long and celebrated career

Dr. Javaid Rabbani KhanProf. Dr. Javaid Rabbani Khan BSc, MSc. in Chemical Engineering from University of Engineering and Technology and PhD in Chemical Engineering from University of Newcastle upon Tyne.

Currently he is the Director and Chief Executive of National Fertilizer Corporation, Institute of Engineering & Fertilizer Research, Faisalabad, Pakistan (Ministry of Industry, Government of Pakistan).

He has been working as a Lecturer/ Professor in the Chemical Engineering Department, University of Engineering and Technology, Lahore from October 1975 to November 2005

Dr. Rabbani Khan has extensive experience in Human Resource Development, Project Planning & Resource Mobilization, Execution & Strategic Planning, Designing & Managing Chemical Processes, Technical Report Writing and Presentation Skills.

He has been supervising MSc. and PhD Research Projects in the field of Chemical and Oleo Chemical Processing. During his Research, he has developed new processing Techniques for Oleo Chemicals in Pakistan.

He has completed a number of Feasibility studies and Research Papers in the field of Chemical Processing and Oleo Chemicals.

He has teaching experience from Bright Star University, Libya and University of Newcastle upon Tyne, UK

He is an Associate Consultant of Wilde Associates, UK.

M. Waseem ButtAcademic Background & Experience

Holds a Masters degree in Money, Banking and Finance from University of Birmingham, UK and a Masters degree in Economics from Government College, Lahore

Has more than two decades of extensive management and marketing experience in various business sectors of Pakistan.

As a senior advisor of JS Group one of Pakistan’s largest conglomerates, is responsible for new business initiatives, territorial strategic expansion and monitoring of various projects nationally.

Hands-on experience and deep insight of the local business environment. He has developed very strong relationships with business houses, investment groups, high net worth individuals and the government.

The wide breath of exposure is attributable to highly successful prior management stints in the areas entailing Financial Management, Banking, Corporate Finance, Capital Market Operations, Rural Retailing, Marketing and Real Estate.

Exceptional flair for De Novo ventures. Proven track record of successfully building and adding highly strategic value to several leading companies by using inbuilt business acumen and extraordinary entrepreneurial instinct.

Deep rooted knowledge of the economy, ability for seamless execution and strong contacts with the business community as well as government organizations.

Humanitarian Has been actively engaged in providing humanitarian relief during two previous national disasters; the 2005 Earthquake and the 2010 flood calamity.

Member of Mahvesh & Jahangir Siddiqui Foundation, a charitable not-for-profit organization, mobilized resources to provide relief to the victims.

Created synergies and worked closely in collaboration with the armed forces, government agencies, local and international humanitarian community in rescue and relief efforts.

Dedicated to helping those in need by creating a hope for a brighter future and bring happiness in their lives.

M. Hafeez ButtAcademic Background:

MSc. Geology, Punjab University, 1968

Post Graduate Diploma in Seismology, from Japan, 1978

Understanding, Documentation & Implementation of ISO 9000, ACE In-house Training Course

Contributions: Over 30 publications and 41 years of relevant experience in geophysical, seismic and hydrogeological studies planning and supervision of all geophysical/hydrogeological works.

Working with ACE since 2006, having previously worked with The Pakistan Atomic Energy Commission, Geological Survey of Pakistan as well as UNDP.

Organizational Recognition:

Fellow of Punjab Geological Society

Membership in International Marine Mineral Society, USA

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