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Engy Abdelwahab
Founder and CEO at Unica Research
Professional Background
Engy Abdelwahab is a dynamic and accomplished market research and consulting professional with over five years of extensive experience in the MENA region and African markets. Engy has specialized in providing strategic insights and solutions across diverse sectors including startups, government entities, and private organizations. Her notable work includes collaborations with prestigious international organizations such as GIZ, UNICEF, and UNIDO, where she successfully developed strategies that address complex market challenges and promote sustainable development.
In her pursuit of excellence, Engy has played a significant role in updating the Egypt 2030 Sustainable Development Strategy. This undertaking highlights her commitment to not only market research but also to impactful policy formulation that aims at improving socioeconomic outcomes in Egypt. Additionally, she led the development of an Export Strategy Roadmap for Egypt's Tomato Concentrate industry, showcasing her expertise in strategic market assessments and industry insights. Her involvement in high-level projects has positioned her as a thought leader in market research, particularly within the agricultural sector.
Engy's rich professional history also includes founding and leading Unica Research, where she honed her skills in entrepreneurial leadership and market analysis. Before that, she gathered vast experience in various roles such as a Business Development Specialist and Senior Researcher, allowing her to develop a deep understanding of the intricacies of market dynamics and consumer behavior within the region.
Education and Achievements
Engy’s academic foundation is as robust as her professional accomplishments. She earned a Master’s degree in Economics from Hamburg University, where she deepened her understanding of economic theory and its application in real-world scenarios. Prior to this, she graduated with a Bachelor’s degree in Economics and Statistics from Cairo University, achieving honors in the English section of the Faculty of Economics and Political Science.
Moreover, Engy has furthered her understanding of the relationship between law and economics through various studies, including summer schools focusing on these critical areas at both the University of Hamburg and Sousse University. This diverse educational background equips her with a comprehensive toolkit to approach research and consulting from multiple analytical perspectives.
Notable Expertise and Services Offered
Engy Abdelwahab specializes in a variety of market research studies and assessments, which include but are not limited to the following services:
- Market Assessment - Understanding the landscape and potential of new and existing markets.
- Product Test - Evaluating consumer reactions to new products.
- New Concept Test - Validating innovative ideas before market introduction.
- Package Test - Assessing the effectiveness of product packaging.
- Marketing Communication Strategy - Crafting effective communication plans that resonate with target audiences.
- Pre & Post Campaign Evaluation Assessment - Measuring the impact of marketing campaigns.
- Monitoring & Evaluation Studies - Ongoing assessment of projects and initiatives to gauge effectiveness.
- Taste Test - Collecting consumer feedback on food and beverage products.
- Mystery Shopping - Evaluating customer service and operational performance from a consumer's perspective.
- Brand Tracking - Monitoring brand perception over time.
- Customer Satisfaction - Measuring and analyzing customer satisfaction levels.
- Needs Assessment - Identifying gaps in the market and consumer needs.
- Usage and Attitude (U&A) - Understanding consumer habits and attitudes toward products.
Engy’s breadth of experience and innovative approach to market research make her an invaluable resource for any organization seeking to deepen their market understandings or launch new initiatives. Her ability to dissect complex data and derive actionable insights has transformed how businesses engage with their audience.
Achievements
- Key contributor to the Egypt 2030 Sustainable Development Strategy, working on high-level policy frameworks that aim to enhance national growth.
- Developed an Export Strategy Roadmap for the Tomato Concentrate industry in Egypt, driving trade and economic diversification.
- Founded Unica Research, where she served as CEO, leading the firm to success in strategic market consulting.
- Worked with international organizations such as GIZ, UNICEF, and UNIDO, leveraging her expertise for maximum developmental impact.
- Held multiple prestigious roles in notable organizations, including acting as Head of Exploration at UNDP Accelerator Labs and contributing significantly to various market and economic research projects.
- Consistently recognized for excellence and innovation in market research methodologies, influencing decision-making processes in both public and private sectors.
