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.
This could also be of interest:
Research Reports
Qualitative research into Project Omega
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
June 1, 1977
Research Reports
Qualitative research into Project Ship
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 1, 1978
Research Reports
Qualitative research into pack testing for Project Hyacynth
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
November 1, 1976
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)