OgilvyNoor survey on Muslims, your chance to take part

  • Remember the guys who I wrote about last year at OgilvyNoor?

    In case you missed this piece and this one too, I wrote about Ogilvy & Mather, one of the world’s largest marketing and advertising agencies, which commissioned research to better understand the world’s 1.8 billion Muslim consumers. They came up with some interesting segmentation based on their research across various Muslim countries and launched the “world’s first bespoke Islamic branding consultancy” called OgilvyNoor. Here’s a quick recap:

    The ‘Connected’ (27%) who see themselves as part of the web-like network of the Ummah, saying ‘religion connects me’. Technology is positive, and compassion ranks highly. The ‘Grounded’ (23%) say ‘religion centres me’: Islam is their anchor, religion and culture are inseparable. They seek peace and closeness to God. The ‘Immaculates’ (11%) say ‘religion purifies me’ are younger, seek discipline and perfection, and may incline towards rejecting the impure. These three segments have a more ‘Traditionalist’ mindset; a desire for harmony and belonging; quietly proud of their faith; aligning with values of tolerance and compassion.

    The remaining three segments were noted as of key importance in influence, labelled as the ‘Futurist’ mindset who see themselves as steadfast followers of Islam in a modern world. They are individualists who ‘choose’ Islam. Their pride is intense, regardless of the extent to which they would be categorised as ‘devout’. They believe in education and question intention. ‘Identifiers’ (27%) wear Islam with pride: ‘religion identifies me’ and want it strengthened and defended. The ‘Movers’ (6%) say ‘religion enables me’. They are internet savvy and act as change agents. The ‘Synthesizers’ (6%) are pragmatic, and adapt religious practice to their needs saying ‘religion individuates me’.

    Well, they’ve put out a survey which you can participate in. It’s open to anyone who is Muslim, and only takes a couple of minutes.

    As a marketeer myself, I’m always curious about such surveys into the Muslim population. I’ve just done the survey myself, and it asks some questions which prompt a little thinking about what it means to be Muslim, what kind of values are important, what kind of leadership Muslims aspire to and so on. Interesting coffee table conversations will probably be sparked, and I’m curious to see the findings.

    Here is the link if you want to give it a go yourself, although they state that it’s open only to Muslims: http://www.surveymonkey.com/s/TN78GKL

3 Comments

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  • C

    March 18, 2011

    Asalaamu Alaikum

    Wish they’d hire me. I graduated with a diploma in Advertising 19 yrs ago! Then I converted and no one would hire me because of my hijab.

  • Ayman

    March 18, 2011

    i think it’s totally out of context to label a nation from religious point of view…
    i dont believe our religion is the only motivator and day to day driver ..
    i have a lot to say about this , but prefer to keep it to my self …. at least for the moment

  • shelina

    March 19, 2011

    Ayman – you’re right, this question is at the crux of the debate: can you group together people by religious affiliation? And what does it mean to be religious/Muslim anyway as a group identifier? I think the debate is interesting, because (as someone who is a marketeer by profession) you can ask the question of any ‘label’. For example, can you apply the label ‘women’ to a target group? Or ‘thirtysomething’ or ‘social networker’ etc etc? From a marketing perspective I think if it identifies a shared need, a shared behaviour, a shared perspective on the world and therefore an organisation can approach them in a shared way then it is a valid option.