OMD is launching a study exploring the future behaviors of UAE consumers, allowing brands to see how they can better communicate with their consumers “in the face of change”.

The survey, titled ‘The Future of the UAE’, will focus on a representative sample of 2,000 UAE residents and will aim to assess the impact of changes to the country’s population and socio-demographics on lifestyles, shopping, and technology and media consumption.

OMD UAE will partner with Integral-OMG, the research and consultancy arm of Omnicom Media Group MENA, to conduct the research, exploring consumer values and attitudes in the UAE today, as well as the changes in modern household makeup and their impact on decision making and media consumption.

As well as looking into societal issues, the study will look at consumers’ attitudes towards tech, including smartphones, mobile and e-commerce platforms, as well as their expectations from brands, key sentiments and the values that resonate with them, and their lifestyle aspirations for the future.

Nadim Samara, managing director of OMD UAE & Lower Gulf said: “Technology is constantly transforming our industry world-wide. In the UAE, that velocity is much higher given consumers’ seamless adoption of anything new.”

“Catalyzed by both the government pursuit of technology along with higher average purchasing power parity by the UAE residents, these future behavioral habits of consumers are an area of vast interest for brands and one that is particularly hard to predict,” he added.

‘The Future of the UAE’ is part of a global research initiative by OMD, with 15 studies either already completed or currently underway.