The events and content we produce as a business are really an embodiment of the rapid cultural change underway in the kingdom. Who would have dreamed a decade ago that by 2019 hundreds of thousands of young revellers would be mixing it up with the biggest international DJs in the world alongside regional music talent at SoundStorm? We knew we were tapping into a zeitgeist, but it was time to take the pulse of the nation, to move from anecdotal to analytical with a deeper profiling of Saudi youth than had been seen previously.
To uncover the wants and needs of this change-making generation, qualitative research preceded high-quality online surveys with more than 2,000 18- to 44-year-old Saudi
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