Charting the Human Advantage
Your journey starts with Masaar – our proprietary, AI-enabled assessment ecosystem. It transforms subjective potential into defensible data, empowering MENA’s leaders to map their workforce capability with clinical precision.
The 3 Pillars of Masaar
01
The Diagnostic
We identify your ‘Success Profiles’. Using AI performance analysis, Masaar creates a blueprint for the skills and values that define your business.
02
The Assessment
Scalable, values-based selection and leadership testing. Masaar evaluates candidates for skills that AI can’t replace, future-proofing your hires.
03
The Dashboard
Real-time Capability Intelligence. Track your talent ‘Heat Maps’, spot high-potential gaps and make solid people decisions that are defensible to the C-suite.
Journey with us
We view assessment not as a one-and-done events but as an unfolding map of organisational health.
Drawing on decades of clinical psychology and pairing it with AI-prompted acuity provides us with the data-driven insights that deliver results.
What our clients say
“This assessment tool boosted our sales team’s performance by quickly identifying strengths without workflow disruption. The insights sparked meaningful alignment conversations between leaders and stakeholders, enabling targeted action plans. We’re excited to implement the recommendations and see the overall impact.”
Fredelyn Lape
Head of Quality & People, IRE
Frequently Asked Questions
What is Masaar?
Masaar (مسار) is qpeople’s bilingual psychometric assessment platform, built specifically for the GCC market. It delivers evidence-based assessments in both English and Arabic, designed around the cultural and professional context of the region, not adapted from Western tools as an afterthought.
What makes our assessments different from off-the-shelf tools?
Many widely used assessments were designed for Western professional contexts and translated rather than truly localised. Our approach starts from the competency and cultural frameworks that matter in your organisation, building or configuring assessments to reflect how success actually looks in your context.
Are your assessments scientifically valid?
Yes. Our assessments are grounded in occupational psychology and British Psychological Society best practice – including reliability, validity, and fairness standards. We don’t trade rigour for convenience.
Can you assess in Arabic?
The Masaar platform is fully bilingual. Candidates can complete assessments in Arabic or English, and reports are available in both languages. This isn’t a translation layer – the Arabic experience is built natively into the platform.
Can we get reports tailored to our organisation rather than generic outputs?
Yes – and this is one of the areas where we invest most heavily. Off-the-shelf assessment platforms typically produce the same report for every client, with your logo added at the top. Our reports are designed around what your decision-makers actually need to see. We build this in a way to create impactful decisions and development.
Do you offer an off-the-shelf solution or bespoke work?
Both – but our strength is bespoke. We can deploy validated tools quickly where speed matters, but our differentiated value is designing assessment solutions that fit your specific competency framework, role requirements, and organisational context.
How long does implementation take?
It depends on scope. A single assessment deployment can be live within days. A full competency-based assessment centre design – including job analysis, tool development, assessor training, and reporting – is typically a 6–12 week engagement.
Do you work with partners or only directly?
We work both directly with clients and through strategic partnerships with HR consultancies and specialist firms across the region. If you’re a consultancy looking to add psychometric assessment capability to your offering, we’d welcome a conversation.