Serota is waiting in a restaurant to meet a woman for an interview When Sohail first agreed to be a part of a pop-up studio, she didn’t know which company was hiring Chipchase and Serota, just knowing that they’re doing market research for a new startup. coming soon. This excites her. She also feels motivated to be accurately represented. “There is a huge misconception about women in Saudi Arabia,” she told me. She explains that too often, people only see what’s outside. In particular, they see women as enveloped and silent people, and they miss out on eclectic, stubborn private interactions, where women are more free to express themselves.
Sohail helped set up interviews with locals, many of whom were her friends. She accompanies Serota in interviews with women, and sometimes even translates for her. They visited a couple of sisters in their home, and at the end of a few hours of conversation, Serota found herself singing karaoke with her sister. Another interviewee was Haifa Al Owain, a public relations consultant who also runs a book club that encourages women to read and think critically about texts.
“Why is she interested in sharing her opinion with you guys?” Then I asked Chipchase.
“Well,” he replied. “You should really ask her.”
Ona Sunday morning of July, I flew with Al Owain. It was a late afternoon in Al Khobar, and she spoke to me from a coffee shop. She told me that she agreed to join the study because Sohail was a friend. “Also, if companies don’t have the right information, they can’t create good services,” she said. She also said Studio D’s interview style is very unique. She met Serota and Sohail in a cafe, and they chatted for over an hour. “They don’t seem condescending,” she said. “Did you know that sometimes people say big things and then laugh at you for not understanding them, or say too simply, that you are not well educated? They didn’t do that. ”
In total, the team conducted 38 of these interviews, divided equally by the genders. Most of the time, Chipchase talked to men, while Serota talked to women. In some cases, they interview groups of men and women together. Whenever possible, they meet their audience in familiar contexts – at their home or where they socialize. On the 17th, they put together a 120-page report outlining the contemporary experience of the Saudi millennium.
The purpose of the report, apparently, is not to target a new product or service for Jawwy to develop. The company hired 14 consultants to address this challenge; Studio D is just one and it will take another 18 months for Jawwy to develop a new product and bring it to market. Chipchase and Serota are hired to create a contemporary sketch of twenty modern Saudi Arabia.
These details are very broad: The report includes things like government grants for college students ($ 264 / month) and local minimum wages ($ 1413 / month for Saudi Arabia; $ 666 / month) for non-Saudi Arabia). It describes their living situation; Both men and women live at home until they get married. It includes diagrams explaining what types of clothes women wear and when they are suitable, as well as the social apps people love (Skype, Instagram and Path are popular; Facebook and BBM are slowly disappear). It’s no surprise that it’s also revealed that while mobile devices are important for Saudi men, they’re extremely important for women. For example, instead of hiring a full-time driver, which can be very expensive and requires planning in advance, they can use on-demand services like Careem, for around $ 650 USD /. month.