WASHINGTON APPLES AND ARAB HOUSEWIVES: CAN’T THEY GET TOGETHER?

An English marketing company that represents several F&B brands approached to XSIGHTS with an impossible task: «How can we sell American apples to Arab Housewives?». XSIGHTS went to Dubai to interview Arab Housewives. The focus group discussions revealed that the housewives actually was not interested in what was bought in food shopping. In fact, the maids were in the saddle; they did the shopping, so they chose which apple to buy.

WASHINGTON APPLES AND ARAB HOUSEWIVES: CAN’T THEY GET TOGETHER?

Our customer built a market strategy within the results of XSIGHTS study conducted with the maids. The maids who were totally responsible of the house work wrote a recipe book which, of course, had apples in every page. In the end, XSIGHTS gave the maids a carrot and reached Arab ladies, albeit indirectly.