Ipsos Partners with LAU on Qualitative Research

Ipsos in Lebanon partnered with the Lebanese American University (LAU) in Beirut to administer a workshop session on qualitative research. The session was part of a Marketing Research class taught by Dr. Hiba Koussaifi who is a former Ipsos in Lebanon team member, and is currently a professor at the university.

The session kicked off with Ipsos UU’s Research Manager, Zeina Sawaya, who conducted the first part of the session as if it were a focus group, to give the students a qualitative research experience, asking them questions about the youth in Lebanon. The second part of the session was informative with notions, tips and dos and don’ts in market research.

According to Dr. Koussaifi “conducting the focus group workshop with the students was very valuable and informative and added real value to the teaching of this course.” The feedback from the students was positive as some of them thought it was “eye-opening” and “very informative”.