Qualitative Research in the 21st Century
Arabian nights and the digital Sheherazade
The power of virtual media in the Arab world
Tammy Jalboukh
Abstract
Gone are the days where Saudi women are hiding behind their abayas. The Digital Revolution has created many Scheherazades in Arabia. Saudi women today are plugged in & connected. They are unveiling their opinions online and increasingly having a voice that’s being heard
Blogging is the dataset of “Virtual Ethnography” waiting for us to tap into it. Saudi female bloggers are young, energetic and have a lot to say. For the first time they don’t mind us invading their private life, it’s a huge opportunity to engage with them as they left the window open!
Tammy Jalboukh
TNS Middle East & Africa, UAE
Joined TNS Middle East Qualitative Research in 2004 as she enjoys digging deeper into the psyche of consumers, understanding their behaviors and attitudes. She has solid cultural understanding of Arab heritage with more than 7 years experience in the GCC communication industry, managing a wide variety of international and local clients, both in Advertising and Consumer Insights. Recently; leading the Consumer Connect Business Unit – TAWAASUL, providing additional consumer insights on latest trends amongst youth and women, hip languages, online activities, as well as digital & virtual worlds.
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