The people who pitch the work
are the people who run it.

With 15+ years in research and insights, Omer is a race strategist — analyzing data, anticipating challenges, and fine-tuning strategies for peak business performance. Having navigated both client and agency circuits, he thrives on challenging the status quo and accelerating businesses past the competition.

In practice that means managing qualitative and quantitative assignments end to end: designing research proposals and questionnaires, coordinating field and data-processing teams across all key cities of Pakistan, moderating focus groups, conducting in-depth interviews, running ethnographic and diary exercises, performing descriptive analysis, and preparing the final deliverables and client presentations.

Zeeshan is the data maestro of the team, a true race engineer when it comes to numbers. Whether it's BHTs, CLTs, or Segmentations, he navigates complex datasets with precision, uncovering insights and trends that others miss. His sharp analytical skills and strategic mindset ensure businesses stay ahead of the curve.

A research industry veteran, Naseem has been in the driver's seat for 30 years — starting at Aftab and mastering statistical analysis at Nielsen. His precision in data analysis and testing sets him apart, delivering insights few can match in the industry.

That includes 20+ years in data processing, input, validation and data control — the unglamorous work that decides whether everything downstream of it can be trusted.

Yasar is as energetic as a cheetah. He is the go-to guy who can get the fieldwork done in the least amount of time possible.

Across 20 years in field research he has run a nationwide network of interviewers and recruiters, covering in-home, street, store and exit and on-site interviews, hall tests and CLTs, product placements and tracking studies — for qualitative, quantitative, consumer and business-to-business work. His responsibility is that the most appropriate and experienced people are selected for each project, and that potential issues reach the project manager immediately.

When data acquisition is as fast as lightning, there are bound to be quality issues. Farhan Khan is the expert back checker and ensures data collected is accurate and reliable.

The protocols behind that: back-checking on quantitative work, editing 100% of completed interviews, verifying recruited respondents against the approved screener, and keeping progress reports current for project managers.