The energy was electric at the Four Seasons Hotel Riyadh as Awe Research, a leading marketing research agency in the MENA region, welcomed more than 90 senior executives and leading experts to its flagship forum “Saudi Next: From Vision to Impact.” The event showcased the Kingdom’s rapid transformation and revealed CX-awe, a breakthrough platform that could revolutionize customer experience research in Saudi Arabia and beyond.
Ahmed Said, CEO and founder, opened the forum with a call to action: aligning insight-driven strategies with Saudi Arabia’s Vision 2030. Ghaida Fatany, KSA country manager and partner, emphasized the importance of grounding strategies in local realities, while Mona Ahmed, regional managing director and partner, described the event as “a room alive with engagements, collaborations, and Saudi pride.”
Tamer Ali, General Manager Healthcare, MENA, highlighted the latest health and wellness trends in Saudi, focusing on the fight against obesity with its social and economic impact.
The day’s biggest reveal came when Vimal Kumar introduced CX-awe, an AI-integrated platform capable of turning weeks of CX research into just minutes of actionable insights. By combining automation, advanced analytics, and local expertise, the system promises to reshape how corporations and government entities make decisions.
“CX-awe is not just a tool, it is a response to the pace of transformation,” Kumar said. “In today’s Saudi Arabia, every decision counts, and speed is everything.”
Samar Abdelaal, vice president insights and co-founder, led a thought-provoking panel discussion that offered a cross-section of perspectives and enlightening conversations:
- Dr. Saud El-Sifri, vice president MENA, Saudi Scientific Diabetes Society and president, Saudi Society for the Study of Obesity, spoke passionately about public health challenges, stressing collective action to reduce obesity.
- Noble Coker, customer experience and QA adviser, Diriyah, reminded attendees that “impact is not transactional, it is rooted in resonance and authenticity of the Saudi people.”
- Saleh Alsuwaiyel, tourism data and insights adviser, Saudi Tourism Authority, highlighted how tourism data can spark wider industry growth — not just tourism, but the entire ecosystem.
- Iman Tolba, marketing director, BMW Group, captured the audience’s mood, describing the insights as “mind-blowing and strategy shaping.”
Their messages pointed to a common truth: Saudi Arabia’s future is not just about infrastructure or policy, it is about understanding people.
Since its founding in 2012, Awe Research has evolved into the fastest-growing research consultancy in MENA, serving 300+ clients across 35+ markets. Its 200+ professionals represent more than 14 nationalities, bringing both local understanding and global expertise.
The company has received several accolades including Fastest Growing Marketing Research Agency in MENA (2022) and the Business Excellence Award for Innovation and Leadership (2024).
“Saudi Next was a milestone,” said CEO Said. “It’s proof of our mission: to create insights that live and breathe with the people they represent. We call it ‘living research’.”
For many in attendance, the forum was more than a corporate event — it was a lens into the Kingdom’s transformation story. By launching CX-awe, Awe Research signaled its readiness to support leaders who must move at the speed of transformation.
“Saudi Arabia is moving forward with incredible momentum,” said Ahmed. “With CX-awe, we are making sure leaders have insights as fast as the change itself.”
