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

An English marketing company that represents several F&B (Food and Beverage) brands approached 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 were not interested in what was bought in food shopping. In fact, the maids held the purse strings; they did the shopping, so they chose which apple to buy.

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

Our client built a market strategy based on the results of XSIGHTS’ study conducted with the maids. The maids (who were totally responsible for the housework) 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.