From rags to riches

This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene.

From Rags To Riches

A breakthrough in de-tabooing a sensitive subject

Loula ZaklamaRada Research and Public Relations andMohamed SaadaProcter & Gamble

Introduction

The study was conducted for Procter & Gamble Egypt. It shows how qualitative research (mainly deprivation and collage techniques) can be used in developed and developing countries to overcome cultural barriers in dealing with sensitive issues, where consumers are most reluctant to talk and express their feelings and attitudes.

This study is certainly a breakthrough in dealing with communication with consumers on delicate and personal subjects. It helped P&G Egypt to break ingrained consumer...

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