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

Diaa Rashwan

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands