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From rags to riches

Date of publication: September 22, 2002

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Companies: , Procter & Gamble

Authors: Loula Zaklama, Mohamed Saada

Abstract:

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained habits.

Loula Zaklama

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Mohamed Saada

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Green, F. (1992a, June 15). From riches to rags. ANA - ESOMAR. Retrieved March 13, 2026, from


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Bull and Walshe (2013a, May 24). The road to riches fuelled by brand power. ANA - ESOMAR. Retrieved March 13, 2026, from


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Citation

Zaklama and Saada (2002a, September 22). From rags to riches . ANA - ESOMAR. Retrieved March 13, 2026, from


https://ana.esomar.org/documents/process-from-research-to-information-business