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

This paper describes how the Saudi Arabian-listed Savola Foods used qualitative research to properly position a newly-launched edible oil brand in Sudan, a country with very challenging market dynamics.

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

Diaa Rashwan Savola Foods, Egypt

INTRODUCTION

Sometimes research is blamed for providing misleading results and hence can lead to improper decision making. This is even more said on qualitative research since its methodology by nature includes some bias and is not representative. Although resear