Qualitative research in the Middle East and North Africa
Markets like Libya, Sudan and Algeria are opening up, and offer tremendous scope for applying pioneering qual research techniques which can bring a depth of consumer understanding which was more unusual when entering new markets in the past.
When we want to understand consumers’ lifestyles and identify new and emerging trends, we gain a significant edge by spending time with consumers in their environment.
Such approaches open the door for more effective NPD (new product development) work, bring more genuine, authentic insights, and are capable of generating the kind of empathetic scenarios on which to build bonding advertising platforms.
