By Aya Nader, BECAUSE In the political and cultural tumult of present-day Egypt, understanding how different groups in society work and respond is crucial. Women in Egypt are the heads of 12.9% of Egyptian households, and make a majority of household spending decisions, but are politically under-represented. In order to imagine how women of tomorrow in the country will look, Nielsen conducted research into the present factors that drive their decisions in life. “Women are breaking the glass ceiling in the workplace, becoming more economically independent, better educated and more empowered,” were Lamia Kamel’s introductory comments. Kamel is Managing Director of CCPlus, the company which brought the research to the public. Globalization and awareness has changed perspectives, explained Rasha Sultan, Director of Qualitative Research at Nielsen North Africa. “There has been a redefinition of what is wrong or socially acceptable,” Sultan said. Giving an example, she stated that for the first time in her career at the research company, a woman was driving one of the vans. Highlighting the importance of the research, Kamel said that “having scientifically-based research and statistics that clearly identify how decisions are made is crucial…
