Author: Rhona Chipanga, Research Executive, Beyond Blue
There’s a lot of opportunity in pharma research across the Gulf, but it only pays off if you understand how these markets actually work. Here are five things you might want to look out for if you are looking at UAE or KSA as target markets to carry out research in.
1. “Surely our usual approach will work here too?”
Maybe, maybe not. The UAE moves fast and is largely run by international players. Saudi Arabia is a different story, it’s centrally organized through the Ministry of Health and shaped heavily by Vision 2030. Those differences affect everything from which cities you recruit in to how much you can rely on digital engagement.
2. “Why is recruitment so slow?”
Nine times out of ten, it’s about trust. In both the UAE and KSA, credibility matters far more than how many people you contact. Respondents want to know who you are, why they were picked, and what happens to their data. Strong local partners are what make that possible, and it’s hard to get there without them.
3. “Our methods are ready. Let’s just run them.”
Wait, this is key. Cultural fit isn’t something you tweak at the end. Think Arabic-first communication, gender-sensitive moderation (with some audiences in Saudi Arabia, a female moderator can make all the difference), breaks for prayer, and scheduling around Fridays. These things decide whether people feel comfortable enough to be honest with you, and that shapes the quality of your data.
4. “Online should be easy, right?”
Not exactly. In-person research is still the norm, especially with physicians, and mini groups tend to work better than big focus groups. Online can work, but only if it feels professional, trustworthy, and legitimate. That matters most in Saudi Arabia.
5. “Hopefully the timeline holds.”
Arrangements can change quickly, flexibility is essential. Public sector physicians can get called away mid-interview. Senior decision-makers need plenty of notice. Some studies need approvals, and some don’t, and knowing which is which can save you weeks. In this region, flexibility isn’t a backup plan. It’s just how things get done.
The bottom line
If you adapt to the realities of the UAE and Saudi Arabia, culturally, operationally, and in your choice of methods, the research runs more smoothly, gives you richer insight, and is a lot more reliable.