Global consumer research consultancy Human8 enters Middle East

International consumer research consultancy Human8 has landed in the MiddleEast, entering the region through a new office in Dubai.

Since its early beginnings in Belgium, Human8 has over the past 25 years grown into one of the world’s larger agencies for market research and consumerintelligence. Today, the firm has a 900-plus workforce across Europe, North America and Asia Pacific, and Africa. In Latin America, the firm operates in tandem with a local partner.

With the launch in the UAE, Human8 aims to build a presence in what the firm describes as “an increasingly important region for our global clients”. The new Dubai hub is its 24th worldwide.

“Having a local presence in this expanding region enables us to serve our globalclients in more markets around the world. At the same time, it opens interesting new opportunities among important local players,” said Magali Geens, Managing Director EMEA at Human8.

Grounded on academic rigour, Human8 helps brands understand their consumers, design and develop products and solutions, build brand experiences, deliver go-to-market strategies, orchestrate customer experience, and drive continuous improvement.

Human8 works for clients across consumer-facing sectors, with its new MiddleEast hub initially focused on the firm’s large customer base in retail, beauty, and luxury goods.

Leading the new office is Kurt Thompson, appointed a Senior Business Director in Dubai. Previously based in the firm’s Indonesia office, Thompson has relocated to Dubai to take on his new role.

“It’s a pleasure and privilege to be back in the MENA region after 10 years, as it’s such an exciting region for businesses to explore,” said Thompson, who previously served as CEO for Central/Eastern Europe & Middle East at ABN Impact, which in 2019 became part of Human8.

“With one of the youngest populations in the world, this melting pot of cultures and ethnicities creates a rapidly changing and evolving society. I’m confident the Human8 portfolio – with people communities at its core – will provide the deep consumer understanding and actionability that brands need to thrive in this region.”

Previously known as InSites Consulting, the fresh Human8 brand was adopted in March this year.