Kashif Hafeez Siddiqui

founder of Pulse Consultant

Compiled from 1 recorded interview. Every statement below is drawn from the passage cited beside it.

Kashif Hafeez Siddiqui is the CEO & founder of Pulse Consultant (Pvt) Limited. Siddiqui started work as a medical representative to cover his expenses. He worked in that role until 1999 and travelled across South Punjab, including Bahawalpur and Sadiqabad.

Education

Siddiqui passed his matriculation from a government school. He then pursued pre-medical studies after gaining admission to an institution he took pride in attending, and he chose pre-medical subjects because his elder brother was a doctor. He was later admitted to a microbiology programme at the University of Karachi. He moved to Multan, studied pharmacy there, and then returned to Karachi. [1]

Career

Siddiqui started work as a medical representative to cover his expenses. He worked in that role until 1999 and travelled across South Punjab, including Bahawalpur and Sadiqabad. In 1999 he was hit by a motorcycle and was laid up for six months, and he married after the accident. [1]

The owner of a research company, Oasis, invited Siddiqui to join, and he joined Oasis while pursuing a master's degree. He says he competed with people from IBA, whose English was stronger than his. He says he did not know how to use a computer, so he got one at home, and after office hours he practised Word and PowerPoint for two hours at a time. [1]

Siddiqui moved from Oasis to Nielsen, a research company, and joined it. While he was there, another pharmaceutical company invited him to join. He realised he could not do that kind of work and went back to Oasis as a research manager. He then spent three or four years at Oasis again before moving to another company. He decided to start his own firm rather than keep working for others. [1]

Pulse Consultant

Siddiqui started Pulse Consultant in December 2012. He says the company's first day was 16 December 2012, and that he set up a field network across Pakistan within two days. He says Pulse has a brand recall audit product and is developing several innovative products. [1]

Siddiqui says Pulse is one of the leading companies in Pakistan, though not the leading one. He says Pulse Consultant was the first and only company to predict that PTI would win the 2018 election. He says that after 10 years he is satisfied and they are moving forward. [1]

Views

On research practice, Siddiqui says that at the end of the day clients need insights. He says that in his work Pakistan is divided into 16 cultural belts rather than the four provinces, and that each belt has its own eating and media habits. He says target segmentation uses several variables together, including socio-economic class, age, city, gender and availability. He explains that KLI is a term for the metros Karachi, Lahore, Rawalpindi and Islamabad. [1]

Siddiqui describes the socio-economic grid as having education across the top and professions down the side. He gives the class shares as A about 10 percent, B 12 to 14 percent, C 20 percent, and D and E together 40 to 45 percent. He says inequality in Pakistan is comparatively low and that university graduates made up about 6 percent of the total in 2019. He says people in Pakistan's lowest socio-economic class do not want salaried jobs. [1]

Siddiqui says insight can come from many sources, such as supermarket data. He says he uses mystery shopping to check how a product sells when it is priced high or low. He cites the view that marketing is a battle of perception, not of product. He also says that not everything is for everyone, and not everything should be available everywhere. [1]

On the media, Siddiqui says media has become comparatively tainted and polarised in recent times. He says Pakistan's media grew without planning, like grass after rain, and that media self-regulation happens only when consumers support it or stop watching. He says the share of people in Pakistani cities watching between 6pm and midnight has fallen from 35 to 40 percent to about 6 to 8 percent. [1]

On education and society, Siddiqui says corruption has lowered the standard of education in Pakistan. He says universities have become commercial now that many are private, and that they are not building students' skills beyond academics. He says that since O and A level grades began, teaching has become more commercial in purpose. He questions what handing out laptops achieves, asking what recipients will do afterward. He also says Pakistan has had more short-term political gains than a clear vision and mission, and that he is not very optimistic about Pakistan's future. [1]

On language and poetry, Siddiqui says Urdu is best written, spoken, read and bought in Punjab rather than Karachi, and that families are not teaching their children Urdu. He suggested online Urdu teaching as a business idea. He says poetry and adab help people understand human feeling, love and people's values, and that in his view Pakistani poetry is 1000 years ahead of Indian poetry. [1]

Personal life

Siddiqui has said he is 50 years old. He married after a motorcycle accident in 1999 that left him laid up for six months. [1]

Timeline

1999
Finished work as a medical representative and was hit by a motorcycle, leaving him laid up for six months.[1]
2012
Started Pulse Consultant in December, with the company's first day on 16 December.[1]
2018
Says Pulse Consultant was the first and only company to predict that PTI would win the election.[1]

Appearances

DateTitleWhere
2022-06-13 How Pakistan's socio-economic classes are actually measured Thought Behind Things

Frequently asked questions

What company did Kashif Hafeez Siddiqui found?

Kashif Hafeez Siddiqui founded Pulse Consultant in December 2012, with the company's first day on 16 December 2012. He says he set up a field network across Pakistan within two days.[1]

Where is Kashif Hafeez Siddiqui from?

Kashif Hafeez Siddiqui was born in Karachi, around 1970 to 1972. He was the youngest of five siblings, and his father was a school teacher who taught Urdu and Islamiat.[1]

Where did Kashif Hafeez Siddiqui study?

Kashif Hafeez Siddiqui passed his matriculation from a government school and later pursued pre-medical studies. He was admitted to a microbiology programme at the University of Karachi and studied pharmacy in Multan. He later enrolled for an MBA at Preston University.[1]

What did Kashif Hafeez Siddiqui do before starting his own company?

Before starting his own firm, Kashif Hafeez Siddiqui worked as a medical representative until 1999. He later joined Oasis, moved to Nielsen, and returned to Oasis as a research manager. He then spent three or four years at Oasis before moving to another company and deciding to start his own firm.[1]

How does Kashif Hafeez Siddiqui describe Pakistan's socio-economic classes?

Kashif Hafeez Siddiqui describes the socio-economic grid as having education across the top and professions down the side. He gives the class shares as A about 10 percent, B 12 to 14 percent, C 20 percent, and D and E together 40 to 45 percent.[1]

References

  1. How Pakistan's socio-economic classes are actually measured . Thought Behind Things , 2022-06-13.
Show the source passages (67 statements)
  1. He joined Oasis while pursuing a master's degree. Joining “Oasis” & pursuing master's.
  2. He was born in Karachi, around 1970 to 1972. 1970 ke andar jo hai, 70-72 ke andar jo hai main Karachi ke andar paida hua.
  3. His father was a school teacher who taught Urdu and Islamiat. Mere walid sahab jo the, woh ek school teacher the aur unke jo subjects the woh the Urdu aur Islamiat.
  4. He was the youngest of five siblings. toh hum paanch bhai behan the. Hum log, I was the youngest one, baqi teen behne aur bhai the bare.
  5. After matriculation he was permitted to read the Imran Series. Phir matric ke baad permission mili ki aap ab Imran series parh sakte hain.
  6. He was admitted to the second shift at school because he could not get up for the morning shift. Toh subah nahi uth sakte the, toh second shift ke andar admission karaya gaya tha
  7. He passed his matriculation from a government school. government school se maine wahan se matric kiya
  8. He pursued pre-medical studies after gaining admission to an institution he took pride in attending. Toh DJ mein admission ho gaya, it was a very pride ki hum DJ mein the, toh main pre-medical
  9. He chose pre-medical studies because his elder brother was a doctor. toh main pre-medical kyunki bare bhai mere doctor, medical mein admission tha
  10. He was admitted to a microbiology programme at the University of Karachi. hum jaake Karachi University ke andar microbiology mein admission hua
  11. He moved to Multan, studied pharmacy there, and then returned to Karachi. main Multan chala gaya, wahan maine pharmacy mein parhi, pharmacy karke jo hai woh main parh ke yahan pe Karachi wapas aa gaya
  12. He started work as a medical representative to cover his expenses. Toh apne expenses pure karne ke liye us zamane mein maine as a medical rep job karna shuru kar di
  13. He worked as a medical representative until 1999. Toh 96 se leke 94-99 se 99 tak, I was a medical rep
  14. As a medical representative he travelled across South Punjab, including Bahawalpur and Sadiqabad. Pure South Punjab mein, Bahawalpur tak gaya, main Sadiqabad tak gaya
  15. He was hit by a motorcycle in 1999 and was laid up for six months. 99 mein mera ho gaya accident, ek motorcycle ne hit kiya. Toh main matlab 6 mahine ke liye let gaya.
  16. He married after the accident. Theek hai, accident ke baad shadi bhi ho gayi.
  17. The owner of a research company, Oasis, invited him to join. Moazzam Ali Qadri sahab, unki ek company thi research ki, Oasis. Theek hai. Unhone kaha tum join kar lo
  18. He enrolled for an MBA at Preston University. maine MBA ke andar admission liya, Preston University mein
  19. He chose Preston University because it was the one he could afford. Why the Preston University? Isliye ki main usi ko afford kar sakta tha apni tankhwah ke andar.
  20. He was about 28 or 29 when he was studying for his MBA. And how old were you at that time? Main just 28-29 years uske andar tha.
  21. He says he competed with people from IBA, whose English was stronger than his. Hamara competition hua IBA ke logon ke saath, DSU ke saath. Unki angrezi bari zabardast, hamari angrezi pathetic.
  22. He says he did not know how to use a computer, so he got one at home. mujhe computer chalana nahi aata tha, computer kholna nahi aata tha. Phir maine ghar pe computer liya
  23. After office hours he practised Word and PowerPoint for two hours at a time. Office mein bhi office time ke baad ruk ke do-do ghante baith ke sirf computer ki word pe, PPT pe, in cheezon ki main practice karta tha
  24. He says that at the end of the day clients need insights. technically what at the end of the day, the client needs the insights.
  25. He moved from Oasis to Nielsen, a research company, and joined it. Oasis se ek Nielsen, ek bari research company hai, Pakistan ki sabse bari, usko maine join kiya
  26. While at Nielsen, another pharmaceutical company invited him to join. wahan pe usi waqt mujhe ek aur pharmaceutical company se, woh kuch apne FMCG products launch kar rahe the, toh unhone mujhe bula liya
  27. He realised he could not do that kind of work, and went back to Oasis as a research manager. mujhe andaza ye hua ki ye kaam nahi kar sakte, phir main dobara Oasis ke andar as a manager research ke tor pe aaya
  28. He then spent three or four years at Oasis again before moving to another company. Yahan pe main phir teen-char saal kaam kiya, phir ek company thi, uska naam hai Fosite
  29. He decided to start his own firm rather than keep working for others. Phir khayal aaya ke jab kaam ka nahi hai aur kisi jagah kaam karna hai to phir apna kaam banda khud kare
  30. He started Pulse Consultant in December 2012. To December 2012 se I started Pulse Consultant.
  31. He says the company's first day was 16 December 2012. 16 December 2012 was the first day when we started the company.
  32. He says he set up a field network across Pakistan within two days. do din ke andar maine poore Pakistan mein apni field setup kar liya tha, kyunke mere relationships the
  33. He says Pulse is one of the leading companies in Pakistan, though not the leading one. We are not the leading company in the Pakistan, jaise aap kahein, we are one of the leading.
  34. He says Pulse has a brand recall audit product. PSL brand recall audit ek hamari product hai
  35. He says Pulse is developing several innovative products. Is tarah ki aur bahut saari products hain hamari ek, jispe hum kaam, we are doing some innovative products
  36. He says that after 10 years he is satisfied and they are moving forward. After 10 years, I am satisfied and we are moving forward.
  37. He says that in his work Pakistan is divided into 16 cultural belts rather than the four provinces. we are not dividing Pakistan into the four provinces. We are dividing the Pakistan into the 16 cultural belts.
  38. He says each of the 16 cultural belts has its own eating and media habits. 16 cultural belts have own habits, their own tamaddun, they have their own eating habits, they have their own media habits
  39. He says Pulse Consultant was the first and only company to predict that PTI would win the 2018 election. 2018 mein Pulse Consultant was the first and the only company who predicted that PTI is going to win the election in 2018.
  40. He describes the socio-economic grid as having education across the top and professions down the side. woh jismein top pe education hoti hai, side pe professions hote hain
  41. He gives the class shares as A about 10 percent, B 12 to 14 percent, C 20 percent, and D and E together 40 to 45 percent. aisi C A koi 10% hai, B koi 12-14% hai society mein, C jo hai 20% hai, D aur E milaye to 40-45% banti hain
  42. He says inequality in Pakistan is comparatively low. Basically inequality comparatively, comparatively inequality kam hai.
  43. He says university graduates made up about 6 percent of the total in 2019. total jo university graduates, at the time 2019 ki baat kar raha hoon, woh total 6% the.
  44. He says media has become comparatively tainted and polarised in recent times. media as a as a as a brand has become comparatively tainted recent times ke andar, woh polarized ho gaya
  45. He says Pakistan's media grew without planning, like grass after rain. Pakistan ki jo media evolution hai na, woh kisi baarish ke ghaas ki tarah hui hai. Koi planned nahi hui hai.
  46. He says media self-regulation happens only when consumers support it or stop watching. I think self-regulation of any industry only happens when the consumer either supports it or goes away.
  47. He says the share of people in Pakistani cities watching between 6pm and midnight has fallen from 35 to 40 percent to about 6 to 8 percent. Yeh jo che baje se leke 12 baje tak ke jo yeh raag alap pe jate hain na hamari cities ke andar woh reduce ho chuka hai. Koi 35-40% se sirf che saat percent, aath percent log dekhte hain.
  48. He says that not everything is for everyone, and not everything should be available everywhere. Everything is not for everyone and it should not be available everywhere.
  49. He says target segmentation uses several variables together, including socio-economic class, age, city, gender and availability. multi-variable combination hota hai jismein SEC, age, city, gender, availability, everything is count.
  50. He says he uses mystery shopping to check how a product sells when it is priced high or low. Phir mujhe baaz dafa yeh ehsas hota hai ke yaar meri product mehangi bik rahi hai, sasti bik rahi hai ya nahi bik rahi hai toh uske liye mein mystery shopping karta hoon.
  51. He cites the view that marketing is a battle of perception, not of product. marketing is not the battle of product, is the battle of perception
  52. He says insight can come from many sources, such as supermarket data. aap insight multiple areas se le rahe hain like supermarket ki ka data bhi aa raha hai
  53. He explains that KLI is a term for the metros Karachi, Lahore, Rawalpindi and Islamabad. KLI, Karachi, Lahore, Rawalpindi, Islamabad, metros
  54. He says corruption has lowered the standard of education in Pakistan. Hamare yahan kyunki corruption hai toh education ka miyar neeche aa gaya
  55. He says Pakistan has had more short-term political gains than a clear vision and mission. uske andar hamare paas vision aur mission dono ki jo hai na woh cheezein nahi rahi hain. Hamare yahan short term political gains zyada rahe hain.
  56. He says people in Pakistan's lowest socio-economic class do not want salaried jobs. Hamare yahan jo lowest socio-economic class hai na woh naukri nahi karna chahta.
  57. He questions what handing out laptops achieves, asking what recipients will do afterward. Aapne laptop de diye, laptop so what? Uske baad woh kya karega?
  58. He says universities have become commercial now that many are private. Ab kyunki hamare yahan universities private ho gayi hain, cheezein ho gayi hain toh they are the commercial.
  59. He says universities are not building students' skills beyond academics. Ab aapki universities jo hai na woh aapki other skills ko polish nahi kar rahi hain.
  60. He says that since O and A level grades began, teaching has become more commercial in purpose. khas tor pe jab se A-O level ka grades banna shuru hue hain, toh they are more the commercial purposes, not as a teacher teaching purposes.
  61. He says Urdu is best written, spoken, read and bought in Punjab rather than Karachi. sabse achi Urdu likhi, boli, parhi aur kharidi Punjab mein ja rahi hai, Karachi mein nahi.
  62. He says families are not teaching their children Urdu. Hum use Urdu nahi sikha rahe.
  63. He says poetry and adab help people understand human feeling, love and people's values. jab aapki human element ko samjhata hai, mohabbat ko samjhata hai, logon ki qadron ko samjhata hai, logon ki feelings ko jo hai na shayari aur adab samjhati hai.
  64. He says that in his view Pakistani poetry is 1000 years ahead of Indian poetry. mere nazdeek woh India ki shayari se 1000 saal aage hai
  65. He suggested online Urdu teaching as a business idea. Mujhe lagta hai personally, it's a great business idea, aap online Urdu teaching start karein
  66. He says he is not very optimistic about Pakistan's future. Lekin main I'm not so optimistic about the things. Hum jaise hain waise hi aage badhte rahenge pichle 30 saalon se.
  67. He says he is 50 years old. main apni baat kar raha hoon, I am a 50 years old.