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.
Research Reports
Qualitative research on 'incident' commercial
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
January 1, 1976
Research Reports
Qualitative research on Impulse
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
September 1, 1978
Research Papers
How to KISS?
Catalogue: ESOMAR Fragrance Research Conference 2005
Author: Olivier L. Aron
 
May 15, 2005
