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.
