Qualitative research into convenience desserts

Date of publication: May 1, 1979


Batchelors Ltd., in conjunction with Davidson, Pearce, Berry and Spottiswoode Ltd., are concerned to progress the development of a number of dessert products requiring minimal preparation. A large number of concepts were brainstormed by Agency staff, which were then refined down to twenty-three concepts. A qualitative research exercise was therefore required in order to:

1. Determine which of the short-listed concepts would appear to be viable in terms of consumer acceptability;

2. Explore now the consumer-viable concepts could be modified to enhance their appeal;

3. Establish concepts. 

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