Abstract:

Lyons Maid Ltd., are concerned to develop choc ice which in product terms in closest to the consumer ideal (given certain cost constraints). Accordingly, a qualitative research exercise was required in order to:

1. Explore current attitudes and behavior in relation to choc ices;

2. Identify brand and manufacturer the imagery associated with choc ices;

3. Obtain consumer suggestions concerning the 'ideal' choc ice;

4. Probe reactions to alternative choc ice names;

5. Explore responses to actual products in a range of configurations;

6. Obtain reactions to a range of pack sizes and designs.