Point of View

What Point of View does

Point of View (POV) is an independent, privately held full-service marketing research agency founded in 2015 and headquartered in Cairo, Egypt, with stated expansion intent into the broader MENA region. The firm employs 71 people and organizes its offering into four product pillars: Consumer Research (secondary/desk research, qualitative, and quantitative methods), Retail Research (full and customized audits, price monitoring, census projects), Customized Modules (customer and employee satisfaction surveys, media monitoring, AD Power, behavioral module, and Facial Coding), and core Services (scripting, data collection, tabulation, moderation and transcripts, dynamic dashboards, and full PPT reports). Its technological differentiators are a Facial Coding module that classifies facial muscle movements across 7 basic emotions plus 2 additional categories, and Dynamic Dashboards that deliver real-time visualization of research outputs to clients.

POV sells exclusively through a direct, consultative B2B sales motion targeting enterprise clients across 12 sectors — Durables, Retail, Industrial, FMCG, ICT, Automotive, Real Estate, Finance, Healthcare, Fashion, Media, and Aviation & Hospitality. The revenue model is project-based professional services with quote-based engagement scoping; pricing is not publicly disclosed and no subscription or productized SaaS revenue stream is evident. End-to-end delivery is in-house, from survey scripting and primary data collection (online, telephone, face-to-face, hybrid) through tabulation, analysis, and PPT reporting. There is no evidence of institutional investment, parent company, subsidiaries, M&A activity, or formal partnerships; ownership and management team details are not disclosed in the available data. The company's stated differentiation rests on its independent positioning, its full-service breadth within the Egyptian market, and its adoption of emotion-measurement and dashboarding tools.

Name

Point of View

Legal name

Point of View

Website

https://povresearch.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Point of View is an independent, privately held Egyptian market research agency founded in 2015, offering consumer research, retail audits, customized research modules including facial coding, and full-service data collection and reporting to enterprise clients across 12 industry sectors, with stated expansion into the MENA region.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

Keywords

• Market research services
• Consumer research
• Retail audits
• Facial coding analysis
• Research consulting

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Research Services: Full-service marketing research agency providing consumer research, retail research, customized modules, and research services. Revenue generated through professional service engagements including consulting, data collection, analysis, and reporting.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Point of View is an independent full-service marketing research agency providing consumer research (qualitative, quantitative, and desk research), retail research (audits, price monitoring, census projects), customized research modules (satisfaction surveys, media monitoring, facial coding), and end-to-end research services (scripting, data collection, tabulation, dashboards, reporting). The firm serves enterprise clients across multiple sectors with comprehensive market intelligence solutions.

Product overview

Point of View is an independent full-service marketing research agency established in 2015 in Egypt, conducting research primarily in Egypt with expansion into the MENA region. The company offers a portfolio of research products organized into four core service categories: POV Consumer Research (secondary/desk research, qualitative, and quantitative methodologies), POV Retail Research (full retail audits, customized retail audits, price monitoring, and census projects), POV Customized Modules (customer satisfaction surveys, employee satisfaction surveys, media monitoring, AD Power Module, BH Module, and Facial Coding), and POV Services (scripting, data collection, tabulation, moderation & transcripts, dynamic dashboards, and full PPT research reports). These modular offerings can be combined or used independently to provide comprehensive market intelligence to clients across multiple industry sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• POV Consumer Research Comprehensive consumer research services encompassing secondary/desk research, qualitative research, and quantitative research methodologies to understand consumer behavior, attitudes, and preferences. Serves enterprise clients seeking consumer insights for brand positioning and product development.
• POV Retail Research Retail research services including full retail audits, customized retail audits, price monitoring, and census projects to track market performance and competitive dynamics. Designed for retailers and brands seeking comprehensive retail intelligence.
• POV Customized Modules Customized research modules including customer satisfaction surveys, employee satisfaction surveys, media monitoring, advertising power analysis, behavioral modules, and facial coding for emotional response measurement. Tailored solutions for specific business intelligence needs.
• POV Research Services Core research execution services including survey scripting, primary data collection, tabulation, focus group moderation and transcription, dynamic interactive dashboards, and comprehensive PowerPoint research reports. End-to-end research delivery capabilities.
• Secondary/Desk Research Desk research service involving collection and analysis of existing data and information from secondary sources to inform market understanding and research design.
• Qualitative Research Qualitative research methodology including focus groups, in-depth interviews, and other techniques to explore consumer attitudes, motivations, and underlying behaviors.
• Quantitative Research Quantitative research methodology involving statistical surveys, questionnaires, and numerical data analysis to quantify consumer behaviors, opinions, and market trends.
• Full Retail Audit Comprehensive retail audit service providing complete market coverage and detailed analysis of retail performance across outlets including shelf visibility, stock levels, and merchandising compliance.
• Customized Retail Audit Tailored retail audit service designed to meet specific client requirements and focused on particular market segments, geographies, or product categories.
• Price Monitor Price monitoring service tracking competitive pricing across retail channels and markets to support pricing intelligence and competitive analysis.
• Census Projects Comprehensive census projects providing complete market coverage and exhaustive analysis of all retail outlets within a defined scope.
• Customer Satisfaction Survey (CSS) Customer satisfaction survey module measuring and analyzing customer satisfaction levels and experiences with products or services.
• Employee Satisfaction Survey (ESS) Employee satisfaction survey module assessing internal workforce satisfaction, engagement, and organizational climate.
• Media Monitoring Media monitoring service tracking and analyzing media coverage, mentions, and sentiment across various channels.
• AD Power Module Advertising power analysis module measuring and evaluating the effectiveness and impact of advertising campaigns.
• BH Module Behavioral module analyzing consumer behavioral patterns and purchasing decisions.
• Facial Coding Facial coding service measuring facial muscle movements to identify emotional expressions including happiness, anger, surprise, fear, sadness, disgust, contempt, and two additional emotion categories.
• Scripting Survey and questionnaire scripting service for designing and programming research instruments.
• Data Collection Primary data collection services across multiple methodologies including online, telephone, face-to-face, and hybrid approaches.
• Tabulation Data tabulation and statistical analysis service processing raw survey data into structured tables and statistical outputs.
• Moderation & Transcripts Focus group moderation and transcription services for qualitative research sessions.
• Dynamic Dashboards Interactive dashboard service providing real-time visualization and reporting of research data and findings.
• Full PPT Research Reports Comprehensive PowerPoint research reports presenting findings, insights, and strategic recommendations in presentation format.

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• GfK (NIQ): Consumer and retail research firm with strong EMEA presence offering durables, FMCG, and retail audit services — directly overlapping with POV's sector expertise and audit methodology.
• NielsenIQ: Global consumer intelligence and retail measurement company covering MENA markets with full retail audit and consumer research capabilities that compete head-to-head with POV's retail research line.
• Mintel: Consumer market research firm producing reports on FMCG, beauty, retail, and consumer trends — overlapping with POV's consumer research focus and multi-sector coverage in MENA-relevant categories.
• YouGov: Global consumer research and panel-based insights provider operating across MENA, offering brand tracking and consumer intelligence that competes with POV's quantitative research and customized modules.
• Ipsos: Global market research leader with established MENA operations offering consumer, retail, and customized research — directly comparable to POV's full-service research agency model across overlapping methodologies and sectors.
• Euromonitor International: Global market research provider delivering consumer and industry research across MENA, comparable to POV through its syndicated and custom research offerings spanning multiple sectors.
• TNS (Kantar): Custom research brand within Kantar's global network providing consumer and brand research with strong MENA coverage — directly comparable to POV's full-service research agency positioning.
• Kantar: World's largest marketing data and analytics firm operating in MENA with consumer panel, retail audit, and brand tracking offerings that overlap directly with POV's consumer and retail research pillars.

Regional players

• Wisdom Consulting Group: Egypt- and MENA-based research and consulting firm offering consumer and B2B research, regional player comparable to POV as a similarly sized local competitor in the Egyptian market.
• Research Solutions Egypt: MENA-headquartered market research provider delivering consumer, retail, and brand studies across the region, comparable to POV as a regional competitor targeting similar enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pov-research

Revenue estimate

Valuation estimate

Number of profiles

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 Point of View