years of experience
Archers is a boutique research and consultancy firm founded by Dr. Houda Koussa and headquartered in Dubai. With more than two decades of experience, we specialise in unveiling insights and providing guidance that help companies make smarter decisions. Our interdisciplinary team of strategists, analysts and media experts offers a rare blend of rigour, creativity and commercial understanding.
Strong presence across MENA, with project experience in Africa, Europe and Asia
Founder-led: every engagement is designed and signed off by Dr. Koussa
We believe research is only valuable when it is actionable. That is why we go beyond delivering data; we offer implementation-ready strategies. We work collaboratively with our clients, integrating their goals with our insights and expertise to develop marketing, business and communication plans that work.
Our work does not stop at the presentation of findings. We run implementation workshops with client teams to turn learnings into three things a business can act on: a business plan, a marketing plan and a communication plan. For more than 14 years we have sat inside our clients' strategic planning cycles, not outside them.
To unlock business potential through strategic insight, robust methodologies and deep market understanding, delivered with integrity and precision.
To be the research partner that decision-makers in the region trust first: the firm that turns evidence into direction, and direction into results.
Integrity: we report what the data says, including when it is not what the client hoped to hear.
Rigour: methodology is designed for the question, and quality is checked at every stage of fieldwork.
Relevance: an insight that cannot be acted on is not finished.
Partnership: we work in our clients' language and inside their planning process.
Curiosity: we keep learning the market, the methods and the tools, including AI, so our clients do not have to.
Research has changed more in the last three years than in the previous twenty. Archers uses AI where it makes research faster and deeper. What has not changed is where the value sits. Framing the right question, designing a sample that represents real people, reading a finding in the context of a market we have studied for two decades, and turning it into a decision: that remains human work, and it is the work we are hired for.
AI accelerates analysis; it does not replace fieldwork with real respondents.
Every recommendation is written, reviewed and finalized by a senior consultant.
Every finding leads somewhere. We deliver recommendations you can take into a business, marketing or communication decision, not observations that sit in a deck.
A researcher, strategist, and thought leader, Dr. Koussa has spent two decades guiding clients across industries to make evidence-based decisions.
