Qualitative research into McDougalls sponge mix packaging
Abstract:
McDougalls Ltd. in conjunction with J. Walter Thompson Ltd. are currently developing alternative packaging forms for McDougalls Sponge Mix which positions the product more closely to the existing Sponge Mix Market. Consumer research was therefore required in order to:
1. Obtain responses to the new packs in relation to existing packaging (of McDougalls and competitors);
2. Probe the communication of the new packs;
3. Probe the impact and general appeal of the new packaging;
4. Identify specific positives and negatives of the new packs.
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