Connecting dots

Date of publication: November 13, 2011

Author: Diaa Rashwan


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.

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