WAAS International was established in Ethiopia in 1990 as WAAS Associates and later restructured in 1994 to WAAS International PLC. WAAS is owned and operated by professional Ethiopian researchers with the help of established freelance expat research consultants.

Staff

Located in the heart of Addis Ababa, WAAS has a staff of over 80 full-time employees as well as over 350 qualified and reliable contractual professionals throughout Ethiopia.

Clients

WAAS is also the preferred direct supplier for Dashin, Heineken, Diageo, Anchor, Uniliver, Ahaduks, P & G, World Bank, Dal Group, among others. Our clients operate in the following sectors:

• Bilateral and Multilateral Organizations
• Private sector industries
• Local government offices
• Local and international NGOs
• Small and large scale business owners
• Investors, owners and financiers

Facilities

Our offices are located in a very convenient part of town where star hotels, public transport, banks and other important services are readily available. WAAS maintains adequate office space to manage large projects.

Furthermore, our Market and Social Research department is well equipped and has adequate qualified staff. It has a proven track record in handling large and complex qualitative and quantitative studies as well as small to large scale market and social research studies.

The department is responsible for all surveys undertaken by our firm including designing, data collection instruments, recruiting and training data collection personnel, sampling, data collection, data entry processing and analysis, and report writing.

Our Expertise

Market Research

We help our clients make informed decisions by understanding the market, brands and consumers using research. The range of studies we conduct include:

• Market understanding and feasibility surveys
• Census and market mapping
• Brand tracking surveys
• Usage and attitude surveys
• Segmentation surveys and brand positioning
• Product, pack, brand name, Concept and add development and Testing
• Market sizing and measurement surveys (retail audits) …

Social Research

We support policymakers, public and private entities, and non-governmental organizations in uncovering insights through the following surveys among others:

• Baseline surveys/needs assessment and demand studies
  • Understanding prevailing conditions before programs are implemented
Impact assessment/project evaluation surveys (midline and end-line surveys):
•  We measure the progress and impact of projects implemented by various stakeholders
• Opinion polling on various topics (e.g. economic dispensation of Ethiopia)

Media & Communication Surveys

Using this approach, we support our stakeholders in:

• Understanding media awareness in the country
• Media consumption habits of the population
• Communication testing: pre, mid and post advertisement testing in the market for various stakeholders. feedback, review, opinions

Our Research Capability, Expertise and Management

Over the years, we have developed expertise by divesting and improving our capacity in research.

Currently we have capacity and experience in:

• Business to Business Interviews (B2B’s) research, surveys, interviewing
• Business to Consumer Interviewees
• Mystery Shopping Surveys
• Mystery Calling Surveys
• Diary Placement and recalls

Quantitative Research

• Pen and Paper (PAPI)
• Computer Aided Personal Interviews (CAPI)
• Computer Aided Telephone Interviews (CATI)
• Online research

Qualitative Research

• Focus group discussions (including through video links)
• In-depth interviews (IDI’s)
• Key Informant Interviews (KII’s)
• Consumer Immersions
• Ethnography

Our Quality Control Protocols

WAAS adheres to strict quality control protocols. This is an assurance that the integrity of the research process is guaranteed. Some of the quality control measures that will be undertaken are as follows:

• Project Sign Off: WAAS insists on client sign-off of all study instruments /materials before fieldwork and complete transparency during fieldwork
• Briefing and training of field staff: Project personnel will undergo rigorous training prior to commencement of the study to induct them on the study background, objectives and methodology. (Training schedules based on project requirements)

WAAS Partners

WAAS International is proud to be a partner of the following research organizations:

• African Grey | Forcier Consulting | GfK
• Haystack | Ipsos Ltd | ORB International
• RSA Consulting Group | RTI International | Kantar TNS GroupWAAS Partners
• WAAS is Affiliated to the Following Professional Research Bodies
• WAAS International observes research ethics in execution of its mandate.

We Are:

• A member of ESOMAR (European Society of Market Research)
• PAMRO (Pan Africa Market Research Association)
• WIN/Gallup country Rep

WAAS International PLC 
Address: Bole Medhanialem Cathedral Church to Hayat Hospital 
Bole Sub City, Woreda 03, House No. 2414 
P.O. Box: 170734, Addis Ababa, Ethiopia 
Tel: +251 116 628571 / 628724 / 628619 
Fax: +251 11 662 85 46 
Email: info@waasinternational.com 
Web: waasinternational.com