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UMOJA

Date of publication: November 3, 2017

Catalogue: Global Qualitative 2017: Back to the future

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Authors: Paul Robert Thomas, Gavin Holt

Abstract:

This is a story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how an innovative mobile qualitative approach is helping Diageo's African research and innovation teams make better business decisions routed in local culture.

Paul Robert Thomas

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Gavin Holt

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