Attitudinal segmentation in GCC marketresearchis gaining significance with the increasing complexity and vibrancy of the region. Traditional indicators, such as nationality, income level, and age, remain relevant but fall short of encompassing all aspects. Brands need to know how people think, what they value, and what they strive for to make informed and meaningful business choices.
At Sapience, we utilize attitudinal segmentation, combining both quantitative and qualitative research, to uncover consumer motivations beyond demographics, providing brands in the UAE and the Gulf with actionable insights.
The Problem with Conventional Demographics
Many regional marketing strategies rely on broad segments and categories like “Expats vs. Locals,” “High-income Arabs,” or “South Asian blue-collar workers.”
While useful initially, such labels can overlook critical behavioural differences. For instance, two people with similar backgrounds may have vastly different digital habits or brand preferences. Even among young Arab women, an entrepreneur and a public sector employee may approach things very differently despite apparent similarities.
What Matters More Today: Mindsets Over Metrics
Our research across various sectors, from retail to fitness, real estate to financial services, demonstrates that understanding values, motivations, and routines is becoming increasingly critical. We identify attitudinal patterns such as:
The Pragmatic Optimist
Willing to pay for convenience, but looks for value beyond price.
The Digital Explorer
Constantly trialing new platforms and services, but not yet brand-loyal.
The Conscientious Consumer
Prioritises ethical sourcing and local impact—across age groups.
The Image-Seeker
Draws identity from brand choices, especially in public-facing categories.
How We Use Attitudinal Segmentation in GCC Market Research
We pair big surveys with deep focus groups and ethnographic-like interviews to reveal both trends and context. Quantitative surveys provide clarity to segmentation, while qualitative research explains the reasons behind the choices.
For instance, when surveying Dubai gym membership choices, researchers discovered that take-up wasn’t so much based on cost or location, but on how users wanted to feel —energized, noticed, or part of a tribe. Such motivations were only obtained through open-ended discussions and participant observation, rather than by applying narrowly defined questionnaires.
Implications for Brand in the Region
The implications are wide-ranging:
Media buys become smarter when you know why an audience uses TikTok over Instagram.
Product development is sharper when you understand unmet needs across attitudinal profiles.
Customer journeys become clearer when you map decision-making against emotional drivers, not just age or nationality.
Such segments cut across nationalities and income levels, giving a more meaningful basis for message targeting, media planning, and product development.
A Region in Transition Demands Research That Keeps Up
The Gulf region is diverse. Distinct social trends are evident among Saudi Arabia’s youth culture, the UAE’s multicultural digital professionals, and Kuwait’s identity-focused millennials. Further research is necessary to understand these developments fully.
At Sapience, we work with clients to create segmentation models that reflect this complexity. Our process is based on inquiry and data collection.
Want to rethink how your brand segments audiences?
Contact our research team to explore how qualitative and quantitative insights can support more intelligent decisions.