Who We Are

Founded in 2023 in the post-COVID world, ThemSpend was built to uncover opportunities others overlook. While many talk about diversity and inclusion, few truly understand one of the world’s most dynamic, values-driven consumer segments—the Muslim consumer across Europe, North America, and other Western markets. Emerging markets add another layer of strategic opportunity, offering insight into the next wave of global growth and consumption patterns.”

We combine anthropology, economic and geopolitical analysis, and rigorous market research, collaborating with institutions like SOAS and the United Nations. Our design-led approach turns insights into creative strategies, visual concepts, and campaigns that resonate globally—delivering measurable commercial outcomes.

With deep industry experience across fashion, finance, FMCG, and travel, ThemSpend bridges cultural intelligence and data-driven strategy, helping brands unlock growth, build meaningful connections, and capture untapped market potential.

Our Mission

Values

Authenticity: We combine rigorous research, deep cultural understanding, and nuanced consumer analysis to uncover genuine behaviors, motivations, and emerging trends. By staying true to the realities of the market, we ensure our recommendations are relevant, credible, and actionable.

Creativity: Through design-led thinking and innovative problem-solving, we transform insights into campaigns, concepts, and experiences that capture attention and inspire engagement. Our approach blends imagination with strategy, ensuring every idea is both original and purpose-driven.

Visibility: We empower brands to connect meaningfully with high-value consumer segments through precise targeting, compelling storytelling, and measurable impact. By translating insights into strategies that are clear, actionable, and commercially effective, we help our clients achieve sustainable growth and market influence.

Decoding Culture, Driving Growth

At ThemSpend, we translate deep cultural, anthropological, and economic insights into tangible commercial outcomes. By blending rigorous research with market intelligence, we enable brands and financial institutions to unlock high-value, under-served consumer segments while maximizing ROI. Our work is grounded in collaborations with leading academics, including researchers from global universities, and leverages expertise in emerging markets, geopolitics, and global economic trends.

TheMethod: From Insight to Impact

Step 1 – Cultural & Consumer Research
We begin by immersing ourselves in the consumer’s world. Through ethnographic studies, interviews, and behavioral analysis, we uncover the values, motivations, and lifestyle trends that drive decisions.

Step 2 – Data & Market Intelligence
Next, we layer in hard data. Transactional insights, digital engagement metrics, and macroeconomic indicators help us identify spending patterns and market opportunities that are often invisible without a rigorous analytical lens.

Step 3 – Segmentation & Persona Development
With insights in hand, we create actionable personas and market segments. This ensures strategies are targeted, relevant, and resonate deeply with the intended audience.

Step 4 – Strategy & Creative Design
We then translate insights into action. From product innovation to marketing campaigns and partnership strategies, every recommendation is crafted to engage audiences globally while remaining culturally authentic.

Step 5 – Commercial Impact & ROI Measurement
Finally, we focus on outcomes. Our recommendations include clear frameworks to drive measurable growth, engagement, and profitability, ensuring that every insight delivers tangible value for our clients.

Our Location

Strategically positioned to support multinational brands, we deliver insights into one of the world’s fastest-growing and most influential consumer markets from our office in Dubai.

Address

Office 1201, One Central Tower, Dubai Internet City
Dubai, United Arab Emirates