First Full-Service Market Research Agency Launches in Afghanistan

Feb 18, 2015, 07:16 ET from Afghanistan Monitoring & Research (AMR)

KABUL, Afghanistan, February 18, 2015 /PRNewswire/ --

Afghanistan Monitoring & Research (AMR), a Kabul-based market research agency, officially launched on 1 January 2015 after two months of preparation. The agency offers data collection services that allow private sector companies to achieve the maximum level of impact from their marketing budgets.

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"We are breaking new ground in Central Asia," said CEO David Fox. "Our audio recognition system for advertisement tracking makes our monitoring services more accurate and more cost effective than any other company in the region."

"Moreover," Fox added, "we will be the first company in Afghanistan to conduct daily television audience research. This will help advance the development of the media and marketing sectors of the Afghan economy by providing feedback on how stations are performing on a national and regional level. And I am not simply talking about overall 'audience share,' but rather the performance of stations day by day, week by week, time slot by time slot, and demographic by demographic."

According to AMR, the company will be able to provide an assessment of Gross Rating Points and Target Rating Points for television viewership by the end of March 2015. The phone-based audience research will be conducted with a national, randomly-generated, and revolving sample pool of Afghan TV media consumers.

About AMR:  

AMR is a market research and media monitoring company based in Kabul, Afghanistan, with shareholders in the United States and Afghanistan. The company launched in January 2015 with the goal of filling a critical information gap in the media and marketing sectors. AMR's primary mission is to track ad placements and conduct TV audience research in a manner that is credible, transparent, and affordable for private sector businesses that wish to maximize the impact of their advertisement budgets. AMR is legally registered with the Government of the Islamic Republic of Afghanistan, AISA License D-69016.

About David Fox:  

David has worked as a professional writer, project manager, and photographer/videographer in the communications field. While living in Jordan, David worked as an English copywriter for two of the most prominent agencies in marketing and public relations in the Middle East: Mindshare MENA and Asda'a Burson-Marsteller. In his two years in Afghanistan, David has worked in the Afghan media sector, serving as Media Relations Manager at the American University of Afghanistan and in senior management positions at GroupOne Media. David graduated with Honors from Emory University with a Bachelor of Arts degree in Middle East and South Asian Studies. He is currently an MBA candidate at the American University of Afghanistan, Class of 2016.

Contact Information:
Phone: (+93)-79-372-6703

SOURCE Afghanistan Monitoring & Research (AMR)