CEO Insights Magazine

Market and social research in Iraq and other Middle East countries has always been challenging. To comprehend the consumer behavior, detect market opportunities, and measure the product or service viability, deep knowledge of the geopolitical landscape is required. In a region where economic factors such as oil prices significantly affect market trends, it becomes even more difficult for researchers to provide insight into the spending patterns of consumers and the business opportunities thereof.

Munqith M Dagher, Founder, IIACSS observed this problem and conducted the first independent public opinion survey in Iraq. He is a military professional with a PhD degree and has written eight books in English and Arabic. He has also written hundreds of articles for several popular news agencies across the world and Iraq. CEO Insights Asia engaged in a conversation with him to know more about his career and the value his company is adding to the social research sector of the Middle East.

Tell us about your professional journey and how were you motivated to start off with IIACSS?

I started my career by joining the Iraqi Army back in 1980 just after finishing my graduation where I served until 2003 after achieving the designation of 1 Star General. I was also finished with my Masters and PhD degree which is why I started working for the Baghdad University in the Public Administration department by the end of my military career. At the same time, I was also teaching for the National Defence College which made my professional life a combination of experience from army service and the knowledge that I had gained through my academics. It has always been my objective in life to add value to the society using a scientific approach. When the invasion of Iraq took place in 2003, I wanted to educate the world about how Iraqis feel about the invasion. I conducted the first ever public opinion survey in Iraq history just to understand Iraqis’ attitudes toward the invasion. As of now, all the six companies that compose my research group specialize in public opinion, research and are very well known across the country.

After the 2003 bombings in Iraq, all the countrymen were in utter distress and they were confused about who to trust and not to trust. I deeply believed that the situations that were arising did not represent the feelings of the majority of people in Iraq. That is exactly why I collaborated with my friends and students in order to create the first opinion survey in Iraqi history. It was just two weeks after the invasion and it was very difficult to have an organized approach towards the survey as there was no electricity and people were suffering from various kinds of problems. Finally, the survey was completed and it was a successful one. IIACSS was started by me right after that. From humble beginnings, today I have six companies with more than 100 full time employees and hundreds of part time workers.

Enlighten us on your academic experience at the Baghdad University and in what ways has the education helped you become successful in life.

For my masters and PhD studies, I joined the Baghdad University. The most important aspect of my learning at the university was the knowledge that informed me about the methodologies to assess social events. Another aspect that can be worth mentioning is the university’s approach to make students understand their worth in the society and how to fight for what one feels is right. My academic and research experience taught me the importance of social networking. It is necessary for people who are working and students to be involved with the area of social research. This education has helped me a lot in life.

What are the various leadership ethics that you follow in order to inspire your workforce?

The first aspect I follow professionally is leading by example. I will not ask my employees to do anything that I will not do myself. I have combined my military discipline along with my academic experience to serve the human resources sector of the country and that stands as the primary pillar of the company. I want to provide my employees with a kind of workplace that provides them with the required passion for going to work. I may not be able to provide them with the best salaries in the sector, but I always take care of the fact that anyone who is working for my research group feels inspired about the work they have to do. Positive human feelings play an important role in this regard and it is always my motive to impart something like that in every employee. Personal skills can become better by training and study but positive human feelings cannot be achieved unless a person is in a suitable environment and personal touch.

What are the plans that you have for the company? Where do you want to see it in the years to come?

We have achieved the two primary goals for my research group. We have been able to become a trusted service provider over time and also known as one of the companies whose work can be referred globally. IIACSS is one of the largest research groups that are based out of the Middle East. My goal is to become the most powerful and private research group in all the Middle East.

Founder, IIACSS

Munqith M Dagher, Founder, IIACSS is a military professional with a PhD degree and has written eight books in English and Arabic. He has also written hundreds of articles for several popular news agencies across the world and Iraq. Munqith’s IIACSS had humble beginnings and today it has six companies with more than 100 full time employees and hundreds of part time workers.