Who We Are

CEO Word

It is my strong belief that the success of any company lies in its capability to acquire dedicated professionals who work hand in hand. Awe Research is offering associates a climate of responsibility, appreciation and respect, enabling everyone to develop to their full potential.

Field Square is a Field & Tabs specialized agency operating in the Middle East & North Africa (MENA) region with its Office based in Cairo. In Field Square, we are continuously focused to run a successful operation to efficiently deliver on our clients’ requirements. We work to achieve our mission of continual progress in all sectors we are operating in by endowing an attractive working environment that captures talents and fosters skills. This has created a propagation base for an ambitious workforce that is carrying Field Square name forward to a greater success each and every day.

As we carry on our mission of success and excellence we look forward to expand to new opportunities and future prospects by being closer to our clients and understanding their needs and desires, and doing all what it takes to deliver on those needs and desires.

Focus Groups provide insights on how people Think – Behave – Work – Subsist – Engage - Connect and ultimately make decisions about which products they will invite into their lives.

Group discussion provides insights that would be less accessible without interaction found in a group setting—listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants.


In-depth Interviews is commonly used to capture deep insights and use laddering techniques.

IDIs is as well used to interview difficult to recruit respondents.


The study is to narrow the gap between consumer claims and real usage practices.

IHVs extended to be at least 2 hours between observation and interviewing of target respondent.


Shopping safaris enable us to grasp, behavior on isle, Shopping Influences , route of shopping, level of planning vs. actual purchased and types of shopping trip.


Interviews are conducted with respondents at their homes. Fieldwork is conducted using the Stratified Random Sampling approach which follows a door-to-door random walk method, guided by the use of PSU's (Primary Sampling Units) and SSU (Secondary Sampling Units) that are pre-classified with socio-economic classification (SEC).

After determining the SSUs each interviewer is given a starting point in the SSU. The interviewer starts by taking the first building on his/her right hand and starts with the first apartment on his/her right hand. Only one interview is made per floor. If an interview was successful the interviewer leaves 3 floors and start in the fourth. A maximum of 3 interviews are conducted per building.


Used for special quota requirements through face to face interviewing.

In street intercept methodology, interviewers are spread across the different PSUs (Primary Sampling Units) to assure diversity of data collected.


CATI (Computer Aided Telephone Interviews) is the fastest data collection methodology following the online method. CATI is used to get a national representation of the data, as well as it is very useful for quota based studies.

Interviews are either conducted through RDD (Random Digit Dialing) or through a list of the respondents contacts.


CLT (Central Location Testing) is used usually for product testing, advertising testing and concept testing studies.

CLT has to have specific characteristics in terms of finishing, furnishing and space between different interviewing units as not bias respondent opinion.

During product testing neutralizers are used between different products testing.

Sequential Monadic interviewing is used to assure proper rotation of the products, ads, concepts tested.


One of Field Square core competences is online Research with intense coverage in MENA, we operate in B2B and B2C interviewing.

Starting from your questionnaire programing and scripting to delivering you the data in your required format.

We utilize multiple source recruitment. Our affiliate panels are recruited by email and online marketing with a diverse online partners and targeted website advertising.

Our rewards opinion panels utilize a “by-invitation only” methodology, partnering with a diverse set of globally recognized consumer and business-focused brands.

All panels are localized, not just translated, with native language panel support and country-specific reward choices.