From Rags To Riches

A breakthrough in de-tabooing a sensitive subject

Loula Zaklama
Rada Research and Public Relations
Mohamed Saada
Procter & Gamble


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 habits and define its communication and public relations strategies in the sanitary protection category.

This technique can be used in many other categories, dealing with sensitive subjects.

Background on Egypt