Across time (zones) and space: Qualitative research in a Brussels “war room”, Chinese living rooms, and Kenya’s youth scene

If I left you with the impression in my last blog that Qual360 Europe was all about food, this may have been somewhat misleading. It was however, truly global in its range of case studies presented. In fact, many of the presentations showed different ways of dealing with cultural challenges in an international environment - and included some brilliant observations.

A study presented by Melissa Gonsalves from Unilever and Nathalie Gil from Bamm analysed the process of brushing teeth in a cultural context. It provided some strong examples how material culture gives us far deeper insights into the role a product may play in people’s lives. A (in many eyes) simple object like a toothbrush can have a dramatically different status in various parts of the world. So in order to understand the micro (oral care), it is paramount to understand the macro (hygiene, codes for cleanliness)...continue reading at Qual360.com.