Abstract:

Colman's are interested in exploring the potato market in an effort to develop products that may enhance their rather bland flavor. Products that could be used whether potatoes were being eaten on their own or as part of a 'meat and vegetable' meal, and with both natural and instant potatoes. The specific objectives of the research, therefore, were:

1. To gain an understanding of the potato market as a whole, determining underlying attitudes, patterns of behavior, motivations, and anxieties;

2. Using creative techniques to screen out the optimum areas for any new product development and that area where additives may be unacceptable;

3. To test four agency concepts for new products to add to potatoes.