The holy month of Ramadan through the eyes of mothers

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

The holy month of Ramadan through the eyes of mothers

Arnie Miller and Furio Pezzoli


This paper aims to describe the successful collaboration between Ferrero and Kantar TNS in designing and implementing a complex qualitative study, during the Holy Month of Ramadan 2016, in Saudi Arabia.

Ferrero identified a need to understand how the life and behaviors of children are impacted during Ramadan/ Eid al Fitr weeks and, more specifically, the role of confectionery in the lives of children during this period.

Ferrero and Kantar TNS decided to collaborate in order to overcome the barriers in conducting research during...

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