Qualitative Research Department

The leader of the qualitative research department, Rabia Faiq has worked with local, multinational, and global research organizations, developing specialized expertise in the finance, telecom, apparel, and fast-moving consumer goods (FMCG) sectors. Rabiya joined iris in 2009 and oversees every aspect of the department’s work, from proposal writing, focus group design and implementation, home studies, ethnographic research, and in-depth interviews (IDIs). She is also responsible for client relationship management, preparing reports, and presenting research findings. Rabia received a master of business administration degree in finance from Lahore School of Economics.

Faizan joined the iris team in 2014, putting his people skills to good use in leading focus group discussions, in-depth interviews, and home visits. He is also learning the skills of project execution and reporting under the mentorship of the Qualitative Department’s senior leaders. Faizan is focusing initially on clients in the fast-moving consumer goods (FMCG), apparel, and telecon sectors.

Sumeira is skilled in every aspect of managing qualitative research projects. She has been responsible for moderation, developing discussion guides, content analysis, and report writing. She is also a versatile moderator and has led focus group discussions, in-depth interviews, paired interviews, in-home visits, consumer connects, and ethnographies over the course of a professional career that began in 2015. Sumeira’s portfolio at iris includes clients from the fast-moving consumer good (FMCG), dairy, beverages, telecom, automotive, media, and health & pharmaceutical sectors. She earned a master of science degree in industrial psychology from the University of Karachi in 2006.

Zoya joined the iris team in 2016. Her area of expertise is managing qualitative research projects. She has been responsible for the development of research proposals, data analysis, discussion guide preparation, project execution and report writing. She has worked on various projects in the fast-moving consumer goods (FMCG) and apparel sector. Zoya has conducted several focus group discussions, In-depth interviews, in-home visits, and shop-alongs in many cities of Pakistan.