The holy month of Ramadan through the eyes of mothers

Date of publication: June 15, 2017

Abstract:

When Ferrero identified a need to understand the role of confectionery amongst children throughout Ramadan and Eid in KSA, it was clear that simple or conventional approaches would not suffice. Talking to people about food and beverages during Ramadan is hard enough. Add to this the radical changes in routines due to fasting and the challenges are multiplied. Face-to-face contact with our community in the form of upfront groups, was a key outcome of our brainstorming. They could meet with some of their counterparts. We could screen them, brief them and establish our bona fides. The result was very high levels of participation as we transitioned them online for the duration of Ramadan and Eid. The co-creation of the live tasks and probes really optimised the understanding delivered.

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