SIAR Research and Consulting Group

What SIAR Research and Consulting Group does

SIAR Research and Consulting Group is a private, founder-owned market research and consultancy firm founded in 1993 and headquartered in Baku, Azerbaijan. It operates through five wholly-owned subsidiaries — SIAR Social and Marketing Research Center (1993), SIAR Media (1998), SIAR Consulting (2001), SIAR Foreign Markets (2007), and SIAR Healthcare (2015) — delivering media measurement, customer and employee intelligence, retail analytics, social research, and neuromarketing services. The firm holds the position of largest research and research-based consultancy in the South Caucasus, with direct operations across 8 CIS countries (Azerbaijan, Georgia, Ukraine, Moldova, Russia, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, Turkmenistan) and a partner network extending to more than 60 countries.

The company's product portfolio spans four operational directions. Media and Marketing Communications includes second-by-second TV audience measurement (8 channels), radio measurement (12 FM stations), quarterly print readership, outdoor advertising audits across 6 cities, and online content monitoring across 250,000+ sources in 150 countries, plus annual and monthly advertising market indexes. Customer contacts cover retail analytics (census of points of sale, store checks, shelf share, people counting, foot-fall analytics) and MSPA-certified mystery shopping. Customer and employee understanding encompasses proprietary tools such as Brand Power™, CrowdScreen™, Corporate 360™ (Customer/Brand/Employee), Purchase Decision Hierarchy™, B.E.S.T.™, SIAR Market Simulation Tool, SIAR Creative Connection, and the SIAR PeoplesView monthly omnibus. Communication optimization uses neuromarketing modalities — Facial Emotions Tracking, Eye-Tracking, and EEG-based Emotional Response Analysis — which SIAR was first to deploy in the CIS. Social research and consultancy covers opinion polls, business environment studies, and assessment of governmental public services, with the Government of Azerbaijan as a long-standing client.

Revenue is generated through two mechanisms: subscription-recurring analytics products (SIAR Weekly Business Digest, BankScan Report, TrendBox, StoreCheck, Retail Audit, Trends Report, Eye Tracking Reports, Media Plan Audit) and project-based professional services for enterprise and government clients across FMCG, banking, telecommunications, healthcare, hospitality, consumer electronics, automotive, construction, real estate, oil & gas, NGOs, and government. Pricing is not publicly disclosed. Named enterprise customers include Procter & Gamble, Coca-Cola, Azersun, Colgate-Palmolive, Unilever, Kapital Bank, Nar, Bakcell, Araz Supermarket, and the Government of Azerbaijan. The firm holds memberships in ESOMAR, WAPOR, ISA, MSPA, Gallup International Association, and the Azerbaijan Marketing Society, and abides by the ICC/ESOMAR International Code.

Name

SIAR Research and Consulting Group

Legal name

SIAR Research and Consulting Group

Website

https://siar.az

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

SIAR Research and Consulting Group is a private Azerbaijan-based market research firm founded in 1993, operating across 8 CIS countries. It provides media measurement, retail analytics, customer/employee intelligence, social research, and neuromarketing services to enterprise and government clients using proprietary trademarked methodologies.

Ownership category

akta.pro rank

Product category

Market Research and Consulting Services

NAICS

Marketing Research and Public Opinion Polling (54191), Management Consulting Services (54161)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Market research services
• Media audience measurement
• Neuromarketing analytics
• Retail and mystery shopping
• Social and government research

Headquarters

HQ city

Baku

HQ country

Azerbaijan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Media and Marketing Research Services: Comprehensive media research services including TV audience measurement, radio audience measurement, print media popularity measurement, outdoor advertising monitoring, online content monitoring, and media plan audits across television, radio, print, and outdoor channels. Services provided on subscription basis with monthly and annual indexes.
2. Communication Optimization Research: Neuro-marketing and advertising optimization services including facial emotions tracking, eye-tracking, EEG analysis, and traditional ad tests. Projects include pre-tests, hall-tests, and pre/post campaign impact analysis.
3. Customer and Employee Research: Market research services covering customer intelligence, employee intelligence, idea testing and gathering. Includes brand tracking, satisfaction studies, loyalty studies, concept tests, product tests, and pricing research.
4. Retail Analytics: Retail analytics tools including census of points of sales, store check, distribution and shelf share/merchandising audit, retail sales audit, price monitoring, POS and BTL monitoring. Also includes specialized retail equipment for people counting and foot-fall-based analytics.
5. Social Research and Consultancy: Social research services including opinion polls, business environment studies, and governmental public services assessment. Covers topics such as healthcare, development issues, migration, education, employment, and life-style analysis.
6. Subscription Reports: Recurring subscription services for various reports including SIAR Weekly Business Digest, Eye Tracking Reports, Media Plan Audit, BankScan Report on Corporate Deposits and Credits, SIAR TrendBox, SIAR StoreCheck report, SIAR Retail Audit report, SIAR Trends Report
7. Mystery Shopping Services: Mystery shopping projects for B2C and B2B companies covering corporate websites, social media pages, branded stores, front offices, customer service centres, call centres, and loyalty programs. SIAR is a member of MSPA.
8. Communication Projects: Database and community management, opinion formers' panel with over 1000 members, and global press-release dissemination services for targeting specific audiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SIAR Research and Consulting Group is a full-service B2B market research and research-based consultancy firm. It delivers media audience measurement across TV, radio, print, outdoor and online channels; neuromarketing and advertising optimization using facial emotions tracking, eye-tracking and EEG-based emotional response analysis; retail analytics and mystery shopping; customer and employee intelligence studies; and social and governmental research for enterprise and government clients across 8 CIS countries.

Product overview

SIAR Research and Consulting Group is a full-service market research and research-based consultancy firm offering a comprehensive portfolio of products and services across media monitoring, retail analytics, customer/employee intelligence, social research, and neuromarketing solutions. The company's offerings include core media measurement services (TV, radio, print, outdoor, online audience measurement and ad monitoring), proprietary analytical tools (SIAR Market Simulation Tool, SIAR Creative Connection, SIAR PeoplesView monthly omnibus), exclusive neuromarketing technologies (Facial Emotions Tracking, Eye-Tracking, EEG-based Emotional Response Analysis), and trademarked methodologies (Brand Power™, CrowdScreen™, Corporate 360™ family, B.E.S.T.™, Purchase Decision Hierarchy™). The firm operates across 8 CIS countries and serves industries including FMCG, banking, telecommunications, healthcare, automotive, and hospitality. The company also provides specialized retail analytics with proprietary people counting and foot-fall analytics equipment, and mystery shopping services through MSPA membership.

Differentiator

Problem solved

Functional benefit

Products and services

• TV Audience Measurement Permanent project providing ratings of terrestrial and cable TV channels, programs, and peak-time data among general population and specific target audiences using analogue and digital second-by-second measurement.
• TV Media Plan Audit Per-second analysis of 12 TV channels to verify proper placement and completeness of advertising campaigns, available on subscription or competitive analysis basis.
• TV Programs and News Content Monitoring Monitoring service to track what is said about clients' company, brand, or top managers across all national TV channels.
• TV Ad Content Monitoring Recording and provision of full versions of advertisements aired on all national channels with details on texts and messages used by competitors.
• Radio Audience Measurement Permanent project providing ratings of radio stations and programs, plus peak-time data among general population and specific target audiences.
• Radio Media Plan Audit Per-second analysis of all 12 FM stations to verify proper placement of advertising campaigns.
• Online Content Monitoring Monitoring of online articles and social media posts across 250,000+ online sources in 150 countries, including Azerbaijan, CIS, and global media, blogs, forums and RSS sources.
• Print Media Popularity Measurement Quarterly project providing information on popularity of newspapers and magazines and reader preferences among general population and specific target audiences.
• Radio Programs and News Content Monitoring Monitoring service tracking company, brand, or top manager mentions on radio stations including recording of programs.
• Radio Ad Content Monitoring Recording and provision of full versions of advertisements aired on all 12 FM stations with details on texts and messages.
• Print Media Plan Audit Analysis of advertisements in 30 newspapers and magazines to verify proper placement of advertising campaigns.
• Print Media Content Monitoring Monitoring service tracking company, brand, or top manager mentions in local newspapers and magazines with scan, date, time, and tonality information.
• Outdoor Media Plan Audit Analysis of photographs of external advertisements (monitors, billboards, light boxes, banners) in six cities of Azerbaijan to verify proper placement and visibility of campaigns.
• Annual Indexes Annual advertising market reports covering TV (8 channels), radio (12 stations), print (24 newspapers/magazines), and outdoor ads (42.7 thousand in 7 cities) with market values and growth rates.
• Monthly Indexes Monthly reports on top advertisers by number of spots and budget across television, radio, print media, and outdoors.
• Facial Emotions Tracking Neuro-marketing technique evaluating commercials on a second-by-second basis by measuring emotional reactions to video content to optimize clip duration and ad investment.
• Eye-Tracking and Usability Analysis Evaluation and optimization of static advertising, billboards, websites, and online stores using eye-tracking equipment and software to map gaze movement and attention areas.
• Emotional Response Analysis via EEG Measurement of brain waves and reactions to packs, logos, prices, and ads using electroencephalography to identify strengths, weaknesses and optimize subjects.
• Advertisement Test Projects Traditional advertisement optimization research including qualitative ad tests, hall-tests for pre-tests, and pre/post ad campaign impact analysis.
• Communication Projects Online community creation services including database and community management, 1,000+ member opinion formers' panel in Baku, and global press-release dissemination.
• Retail Analytics Census of points of sales, store check, distribution and shelf share/merchandising audit, retail sales audit, price monitoring, POS and BTL monitoring, plus proprietary people counting and foot-fall analytics equipment.
• Mystery Shopping Mystery shopping services for B2C and B2B companies covering corporate websites, social media, email, branded stores, front offices, customer service centres, call centres, and loyalty programs.
• Idea Testing and Gathering New product launch risk minimization services including product tests, concept tests, package tests, usage tests, taste tests, shelf tests, pricing research, SIAR Market Simulation Tool and SIAR Creative Connection.
• Customer Intelligence Consumer/customer research since 1993 covering satisfaction, loyalty, segmentation, brand awareness, usage and attitude, NPS, price elasticity with exclusive offerings including Brand Power™, CrowdScreen™ and Corporate 360: Customer™.
• Employee Intelligence Employee surveys including engagement studies, NPS studies, attitude analysis, satisfaction studies and entry/exit surveys with proprietary Corporate 360: Employee™ and B.E.S.T.™ models.
• Opinion Polls Continuous and ad hoc opinion polling since the 1990s covering healthcare, development, children/youth, migration, education, employment, tourism, life-style, media preferences, and socio-demographic analysis across CIS countries.
• Business Environment Studies Studies covering transportation, infrastructure, taxation, firm performance, business-government relations, labour issues, and innovations in Azerbaijan and abroad.
• Assessment of Governmental Public Services Reforms and governmental services assessments conducted since the 1990s covering taxes, business registration, one-window policy, courts, judicial services, e-government, and tourism.
• Brand Power™ Innovative methodology achieving an accurate brand performance snapshot using latest thinking in neurosciences, exclusively available in Azerbaijan through SIAR.
• CrowdScreen™ Competitive concept testing product that identifies winning concepts and measures performance against global and local benchmarks, exclusively available in Azerbaijan through SIAR.
• SIAR PeoplesView Monthly omnibus survey among urban and rural population of Azerbaijan with ready-to-buy indices covering consumption, advertisement channels, cinema, internet usage, and life-style.
• Corporate 360: Customer™ Loyalty-based segmentation of clients including loyalty index, satisfaction, NPS, and strong/weak side analysis, exclusively available in Azerbaijan through SIAR.
• Corporate 360: Brand™ Brand tracking research influencing brand communication strategy, exclusively available in Azerbaijan through SIAR.
• Purchase Decision Hierarchy™ PDH simulates real-world decision making that consumers make everyday with choice sets presented in a logical process to derive the hierarchy of purchase decision attributes, exclusively available in Azerbaijan through SIAR.
• Corporate 360: Employee™ Research focusing on involvement, satisfaction, and loyalty of employees, exclusively available in Azerbaijan through SIAR.
• B.E.S.T.™ Social observation tool evaluating company social climate across six key elements: work, colleagues, management, pressure, links to business, and corporate loyalty, based on 10 years experience in social climate studies and exclusively available in Azerbaijan through SIAR.
• SIAR Market Simulation Tool Management tool supporting development and adjustment of holistic pricing strategies, calculating optimal prices for different products within a portfolio with market simulator and what-if scenarios.
• SIAR Creative Connection Set of tools and techniques applied in the early and crucial stage of idea, product or concept development.

Quantifiable outcome

• First Facial Emotions Tracking project implemented in CIS region
• +4 more outcomes

Named customers13 records

Segments14 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature13 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Gallup International AssociationcoreOthers · 1 January 2011SIAR became a member of Gallup International Association in 2011. The association consists of 72 largest and leading independent market research and polling companies in their respective countries with research capabilities in more than 100 countries.
• MSPA (Mystery Shopping Providers Association)coreOthers · 1 January 2010SIAR became a member of MSPA in 2010. MSPA is the representative Trade Association for companies participating in the Mystery Shopping industry. SIAR has taken part in translation of Mystery Shopping standards into Azerbaijani language.
• WAPOR (World Association of Public Opinion Research)coreOthers · 1 January 2009SIAR entered WAPOR in 2009. WAPOR is the international leading association in public opinion research with approximately 450 members in more than 60 countries.
• ISA (International Sociological Association)coreOthers · 1 January 2009SIAR entered ISA in 2009. ISA is dedicated to scientific purposes in the field of sociology and social sciences, gathering both individuals and national sociological associations with 5000 members in 167 countries.
• Azerbaijan Marketing SocietyminorOthers · 1 January 2000Azerbaijan Marketing Society was established in 2000 with participation of specialists representing marketing departments of different local and multinational companies. Currently consists of about 120 members with network all over regions of Azerbaijan Republic.
• ESOMAR (The World Association of Research Professionals)coreOthers · 1 January 1997SIAR Social and Marketing Research Center entered ESOMAR in 1997. Three managers of SIAR have been members for many years. In 2015, a research director and partner of SIAR was selected to be ESOMAR representative in Azerbaijan. SIAR abides to ICC/ESOMAR International Code on Market and Social Research in all research projects.
• World Leading Research AgenciescoreStrategic or Co-development PartnerPartner of world leading research agencies in the region of South Caucasus and Central Asia. Network of partners in more than 60 countries.

Scale indicators15 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research firm covering advertising research, brand tracking, customer experience and public opinion research. Closely mirrors SIAR's portfolio of media, customer, social and governmental services research.
• Toluna: Global online consumer panel and market research platform. Comparable in the online survey, omnibus and consumer intelligence portions of SIAR's portfolio, particularly the SIAR PeoplesView monthly omnibus product.
• Nielsen: Global audience measurement and media research giant. Highly comparable to SIAR's TV/radio/print audience measurement and media plan audit services, but operating at vastly greater scale across many more markets.
• GfK (now part of NIQ): Global consumer and market research firm with strong presence in retail measurement, panel research and consumer intelligence. Comparable to SIAR's retail analytics, mystery shopping and customer intelligence services.
• The Nielson Company (NielsenIQ): Global consumer intelligence and retail measurement firm. Comparable to SIAR's retail analytics, store check, distribution audit and price monitoring services at substantially greater scale.
• Kantar: Global market research and consulting firm with extensive media measurement and consumer intelligence capabilities. Directly comparable offering overlap with SIAR's media research, brand tracking and customer intelligence services.

Regional players

• Gemius: Audience measurement and digital analytics firm focused on Central and Eastern European markets. Comparable to SIAR's online content monitoring and audience measurement services, with a similar regional mid-market positioning.
• Romir: Leading Russian market and media research firm operating across CIS countries. Closest regional peer to SIAR given overlapping service offerings (media measurement, consumer panels, retail audit) and CIS-wide footprint.

Others

• Gallup International Association: Global network of independent polling firms of which SIAR is an Azerbaijani member. Comparable as an opinion-polling and social research ecosystem participant, with overlapping public-opinion research methodology and international project reach.

Emerging players

• Realeyes: Specialist in emotion AI and facial coding for ad effectiveness measurement. Directly comparable to SIAR's Facial Emotions Tracking and EEG-based Emotional Response Analysis neuromarketing capabilities, but at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/siar-research-and-consulting-group
• Facebookfacebook.com/SIAR.Azerbaijan

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SIAR Research and Consulting Group