Abstract:

Kelloggs Ltd. in conjunction with JWT Ltd. are currently developing alternative positionings for Bran Buds. Five creative approaches have been developed for te sting, four of them being supported by the prototype packaging. Consumer qualitative research was therefore required in order to:

1. Obtain overt and deeper responses to the communication of the alternative approaches;

2. To elicit specific positives and negatives concerning each approach;

3. To determine, for different target groups the optimum positioning(s) for the product;

4. To establish the meaning and significance of the word 'fibre' to consumers.