Driving Africa - Women. Now!

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa.

Driving Africa Women. Now!

A qualitative map and early warning system for identifying and evaluating women as agents of change in South Africa

Christiane GabrielandJohn Gabriel QualAfrica

Scene Setting

'Demographics are dead. There is a need to understand people in their cultural contexts.' AQR/QRCA Qualitative Conference, Paris, April 2001

In line with international trends in Qualitative research, South African researchers and marketers are beginning to appreciate the benefits of breaking the boundaries between researchers and consumers and of taking research to the consumer, rather than bringing consumers into...

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