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.
Author: Hugh Bain
June 15, 1989
- This could also be of interest