Qualitative research into Project Omega

Date of publication: June 1, 1977


Elida Gibbs is interested in developing a possible new brand of perfume and have available four possible 'concepts'. These take the form of animatic commercials with voice-over, packs, and names. The specific objectives of the research were:

1. To assess the possible potential role of the concepts to the target group;

2. To provide creative guidance to help maximize the potential of the concepts;

3. To collect background information about respondents' attitudes towards and requirements from a perfume. 

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