Abstract:
An evaluation of the soft drinks market produced by Dorland has suggested that there may be an opportunity for Heinz to enter the market. Qualitative research was therefore required into the carbonated drinks market in order to:
1. Explore current consumer behavior in relation to carbonated drinks;
2. Probe the images of the leading and subsidiary brands of carbonated drink;
3. Establish reactions to the concept of a Heinz carbonated drink, and to explore expectations of such a concept, at both a product and at an imagery level.
This could also be of interest:
Research Reports
Research on new names for Heinz Custard
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
August 1, 1976
Research Reports
Research on new names for Heinz Custard
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 1, 1977
Research Reports
Qualitative research into the Heinz tomato ketchup 'tapestry' campaign
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
October 1, 1976
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