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.