Khalid has over 25 years of experience working as a qualitative researcher in automotive, banking, telecom, tobacco, social media, and consumer research. He has moderated over 4000 groups and IDIs in his career span, across the MENA region. His diverse experience on the agency and the client side gives him the advantage of identifying creative and plausible insights for the business.Khalid started his career in research at MERAC (now Kantar) where he held several senior roles before moving to Etisalat as part of the Market Intelligence team, “Think Tank” which was responsible for driving growth through innovation and product development. He was responsible for developing Etisalat’s Visitor's package targeting tourists who visit the UAE, an idea that was promptly adopted by competitors. There he also developed a structured program to acquire strategic and tactical market information through internal and external sources to track competitors’ activities such as product offerings, prices, and promotions

An avid off-roader, a patrol head and being a local he brings unique expertise in understanding local Emirati culture and their relationships with their brands, especially in automotive. His expertise will prove invaluable in delivering an insightful understanding of consumers​