The Shiluv Millard Brown Group has vast experience in performing quantitative and qualitative research among different sectors. In recent years, the Group has performed hundreds of research projects in the ultra-Orthodox, Arab and Russian sectors.

Each of the sectors has different characteristics, preferences, consumption habits and attitudes towards brands and companies, and therefore it is important to examine these sectors thoroughly and separately from the general sector. Interviewees in each sector have a different tendency of specifying their preferences or positions in accordance with social desirability, some more so than others, and hence the experience and the ability to correctly evaluate the meaning of the given answers by each sector are crucial.

The method of conducting the survey also influences its results - surveys that are conducted face to face produce certain deviations compared to phone surveys. Thus, it is important to create a large benchmark that enables correct evaluation of the results and consequently leads to the ability to reach the right strategic conclusions and insights.

Special Characteristics of Each of the Sectors:

The Arab Sector
The Arab sector in Israel is made up of some 270,000 households and some 1.4 million persons, constituting 16% of Israel's adult population.

Unique characteristics of the Arab sector:
1. Some 70% of households in the Arab sector have children under the age of 17 and the 
    median age in this sector is 20 years, compared to 30 years in the general sector (1).
2. The Arab sector speaks Arabic as its primary language and Hebrew as a secondary
    language.
3. Most Israeli Arabs reside in Nazareth, the Galilee and the eastern Sharon plain [ known as
    the Triangle], and a minority live in cities defined as mixed cities or in the Negev.
4. Israeli Arabs are exposed to different media than the general sector, mostly to television
    stations from Arab countries.

The Ultra-Orthodox Sector
The Ultra-Orthodox sector in Israel includes some 100,000 households and
approximately 800,000 persons, constituting some 6% of Israel's adult population.

Unique characteristics of the ultra-Orthodox sector:
1. The ultra-Orthodox sector is expanding and the percentage of ultra-Orthodox persons
    among the general Jewish population is growing from one year to the next, at a growth
    rate of some 6% annually.
2. Some 80% of households in the ultra-Orthodox sector have children under the age of 17,
    and the ultra-Orthodox family has six kids on average. The median age in the ultra-
   Orthodox sector is 15 years, compared to 30 years in the general sector (1).
3. The ultra-Orthodox sector is not homogenous and is divided into four major streams
    which differ in their behavior and characteristics.
4. The ultra-Orthodox sector has specific media tools for the sector, such as: ultra-Orthodox
    publications, ultra-Orthodox radio stations and pashkavilim [wall posters]. It is hardly 
    exposed to the media in the general sector.
5. The ultra-Orthodox sector has a critical attitude towards companies and brands, and has
    extreme responses to any deviation from the expected code of conduct in the sector.

The Russian Sector
The Russian sector in Israel is defined as the people who have immigrated to Israel from the former Soviet Union as of 1990. The Russian sector is comprised of some 270,000 households and approximately 900,000 persons, constituting some 16% of Israel's adult population.

Unique characteristics of the Russian sector:
1. The Russian sector is an adult sector, and the median age in the Russian sector is 34
    years,  compared to 30 years in the general sector (1).
2. Some 55% of households in the Russian sector have children under the age of 17.
3. Only about half the Russian sector speaks Hebrew as a primary language.
4. The Russian sector has specific media tools for the sector, such as: television stations and
    newspapers, yet it is exposed to a certain extent to the media in the general sector as well.
5. The Russian sector has a critical attitude towards companies and brands, both in its
    general approach and in the positions expressed in the surveys. Despite their integration in
    terms of the language, young people also maintain a different social and cultural 
    framework  than the general sector.

(1) Source of data - The Israel Central Bureau of Statistics.