Abstract:

Chique is to be launched in September of 1978. Two versions of a final commercial for Chique are available. Accordingly, qualitative research was required in order;

1. To determine which of the two best conveys;

2. To obtain reactions to the packaging and the name Yardley in relation to the product, to determine what effect it has on perceptions of Chique;

3. To establish how far the product is seen as unexpected from Yardley and different from their previous fragrances;

4. To assess the effect of the girl in each commercial;

5. To examine the compatibility of the components of each commercial;

6. To elicit specific positives and negatives within each commercial.