Abstract:

A new product development company has developed the idea of a fragrance range called Samba. The range will be centered on an aerosol fragrance and may be extended into other toiletry areas. It is targeted to appeal to 16 - 24-year-old girls and currently has a rough cinema commercial, a mock-up pack, two press advertisements on the cinema film, and alternative fragrance possibilities. Qualitative research was needed in order to fulfill the following objectives:

1. To assess respondents' general reactions to the commercials;

2. To gain some measure of the effect of the commercial in stimulating intention to trial/purchase.