What Do Gen Z Shoppers in Riyadh, Pilgrims in Mecca, and Industrial Buyers in Dhahran All Have in Common?
ما القاسم المشترك بين المتسوقين من جيل زد في الرياض، والحجاج في مكة، والمشترين الصناعيين في الظهران؟
Understanding Saudi Arabia’s diverse audiences requires more than translation, it demands cultural decoding. At Cultural Traits, we’ve conducted studies with digitally native Gen Z consumers in Riyadh who rely on influencers, short-form video, and e-commerce to shape their preferences. In contrast, pilgrims and religious travelers in Mecca engage with brands primarily through physical channels during seasonal surges, requiring highly respectful, culturally aligned messaging. Meanwhile, industrial B2B buyers in Dhahran’s energy and oil sector prioritize efficiency, compliance, and technical accuracy in communication.
Despite these differences, one thread unites them: the need for authenticity and cultural relevance. Whether we’re testing a new skincare brand with young women in Jeddah, mapping patient journeys in Medina, or interviewing logistics decision-makers in Dammam, our hybrid research model and on-ground teams ensure every insight reflects the real Saudi experience.
Understanding Saudi Arabia: Demographics, Urbanization & Economic Potential
Saudi Arabia’s population exceeds 34 million, with a high urbanization rate. The most populous cities include:
Major Cities Where Market Research Is Conducted:
- Riyadh – The capital and economic powerhouse, ideal for studies on tech adoption, finance, government, and healthcare.
- Jeddah – A cosmopolitan port city focused on retail, tourism, and urban youth segments.
- Mecca & Medina – Culturally significant cities with strong seasonal tourism and religious consumer patterns.
- Dammam, Al Khobar, Dhahran (Eastern Province) – Major oil, energy, and industrial hubs with B2B and expatriate populations.
- Tabuk, Abha, Hail – Emerging Tier 2 and Tier 3 markets reflecting evolving consumption behavior in non-metropolitan settings.
Cultural Traits conducts market research across Tier 1, Tier 2, and Tier 3 cities, adapting methods and messaging to match the infrastructure, literacy levels, and regional sensitivities of each locality.
Languages, Culture & Consumer Segmentation
Arabic is the official and most widely spoken language in Saudi Arabia. With a population rooted in conservative values and rapidly transitioning toward modern consumption patterns, market research must be conducted with linguistic fluency and cultural respect.
At Cultural Traits Saudi Arabia market research Companies , we deploy native-speaking moderators and regionally experienced research professionals. This ensures that our projects accurately reflect local dialects, customs, and preferences, essential for data validity and participant engagement.
We support brand agencies, advertising agencies, healthcare market research companies, consulting companies, and global market research agencies with insights that are culturally grounded and ethically executed.
Internet Access and Digital Readiness
Saudi Arabia has among the highest mobile and internet penetration rates in the region. This enables wide-scale digital engagement for both B2C and B2B audiences.
Popular Online Research Methods:
- Online in-depth interviews (IDIs)
- Digital focus group discussions (FGDs)
- Mobile ethnographies & video diaries
- MROCs (Market Research Online Communities)
- CATI & CAWI surveys
In areas with limited digital access, we seamlessly switch to CAPI (Computer-Assisted Personal Interviews) and face-to-face market research. This hybrid capability enables us to deliver qualitative research at scale in Saudi Arabia.
Consumer Lifestyle & Behavioral Insights in Saudi Arabia
Understanding how people live, shop, and make decisions is central to our market research methodology:
- Digital Behavior: Social media (Snapchat, Instagram, TikTok, and X) is a dominant channel, especially among youth. E-commerce adoption is rising, particularly for fashion, electronics, and personal care.
- Food Preferences: Traditional Saudi cuisine is deeply valued, but demand for global flavors, healthy food options, and premium dining experiences is growing in urban centers.
- Family Structures: Families, especially large and extended households, play a central role in decision-making, particularly in real estate, healthcare, education, and retail.
- Youth Trends: The under-35 population is tech-savvy, brand-conscious, and responsive to influencer marketing. This group is critical for product innovation and campaign testing.
- Cultural Values: Heritage and religious traditions influence buying cycles, brand perception, and advertising tone. Respectful messaging and localization are key.
Key Industries for (Market Research in Saudi Arabia) أبحاث السوق في المملكة العربية السعودية
At Cultural Traits, we deliver market research across diverse sectors including:
Major Industries:
- Healthcare & Pharmaceuticals – HCP and patient research, clinical trial feasibility, retail pharmacy audits.
- Retail & FMCG – Product testing, pricing strategy, shelf audits, and consumer journeys.
- Finance & Banking – Digital banking usage, Islamic finance insights, financial inclusion.
- Technology & Telecom – App usability testing, service experience, digital adoption trends.
- Automotive & Real Estate – Buyer behavior, brand positioning, EV adoption.
- Energy & Industrial Sectors – B2B interviews, policy evaluation, and market feasibility.
Consumer Segments Studied:
- Affluent professionals and business owners
- Middle-income families in Riyadh and Jeddah
- Female decision-makers and working women
- Healthcare providers and pharmaceutical stakeholders
- Gen Z and digital-native consumers
Challenges in Conducting Market Research in Saudi Arabia
While the country is digitally advanced and globally connected, conducting market research in Saudi Arabia requires nuanced planning:
- Cultural sensitivity – Questionnaire design, moderation style, and engagement tone must reflect local traditions and etiquette.
- Language barriers – Projects must be conducted in Arabic to ensure authenticity and participant comfort.
- Regulatory environment – Adherence to legal frameworks and ethical data collection is essential.
Cultural Traits ensures smooth, compliant operations through our on-ground, culturally competent teams and strict adherence to ethical standards. We are a company member of BHBIA, Insights Association, and UXPA, and abide by their professional guidelines.
Saudi Arabia’s Tourism and Heritage Appeal
Saudi Arabia is emerging as a global tourist destination. Landmarks such as the historic Diriyah, AlUla’s rock formations and tombs, the Red Sea coast, and the Edge of the World (Tuwaiq Escarpment) offer unique experiences. These attractions are helping reshape domestic travel patterns and hospitality behaviors, key elements for brands in travel, retail, and F&B sectors.
Holidays That May Impact Market Research Timelines
To ensure efficient scheduling, the following national and religious holidays must be considered:
- Saudi National Day (September 23)
- Eid al-Fitr (post-Ramadan – date varies)
- Eid al-Adha (approx. 70 days after Eid al-Fitr)
- Islamic New Year
- Prophet Muhammad’s Birthday
📌 P.S.
- Kindly note that the upcoming holiday dates may influence standard market research fieldwork schedules. For seamless execution and strong participant engagement, we encourage thoughtful planning around these periods where feasible.
Why Choose Cultural Traits?
As one of the best market research companies in Saudi Arabia, Cultural Traits provides:
- Localized, culturally respectful market research solutions
- AI-powered market research tools for real-time and scalable insights
- B2C, healthcare, and B2B experience across Tier 1–3 cities
- Methodologies tailored for digital, in-person, and hybrid research environments
- Ethical compliance with international market research standards
Whether you’re launching a new product, exploring B2B partnerships, or mapping consumer journeys, Cultural Traits delivers research that’s accurate, actionable, and aligned with Saudi Arabia’s evolving marketplace.
Request a quote to tap into Saudi Arabia’s complexity with confidence and cultural fluency.
⚠️ Disclaimer
The information presented in this blog is based on Cultural Traits’ observations, on-ground experiences, and insights gathered through fieldwork. While we strive to provide accurate and culturally sensitive content, interpretations may vary. Viewer discretion is advised.