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Deep-dive research

Date of publication: September 17, 2006

Catalogue: Congress 2006: Foresight

Companies: BISAM Central Asia, The Coca-Cola Company

Authors: Karlygash Rakhimova, Leonid Gurevich

Abstract:

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of sociological and marketing research) for the Coca-Cola Company in Kazakhstan. The research - based on a complex implementation of qualitative methods as well as deep interviews with experts and opinion leaders, field and home visit and creative focus groups - has helped the Coca-Cola Company understand local mentality and existing sub-cultures in the country for a successful strategy development for its brands.

Karlygash Rakhimova

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Leonid Gurevich

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Rakhimova and Gurevich (2006a, September 17). Deep-dive research. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/uncovering-the-human-voice-for-deep-insights