Abstract:

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.