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...