Connecting dots
A pragmatic approach in using and interpreting findings of qualitative research

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Author(s): Diaa Rashwan
Collection: Qualitative 2011 - Embrace, inspire and celebrate!
Keywords: In-Depth Interviews, Observational Research, Projective Techniques, Focus Groups, Concept Testing, Brand Research
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This paper shares a business case showing how qualitative research, when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics. The case will show how qualitative research can lead to “poor” decisions when the interpretation has been shallow, while on the contrary, when putting the analysis in the right context and connecting it with other relevant consumer knowledge it can lead to extracting meaningful insights.



Date of publication: 13.11.2011
ISBN: 92-831-0255-X
Order Code: 59640_05
Number of pages: 9

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