Abstract:
Beechams Ltd., are currently developing a sugar-free confectionery - type product named Aquafreshers which has benefited for the teeth. Previous qualitative research has identified a positioning that would appear to be reasonably viable. Accordingly, a further qualitative study was required in order to:
1. Obtain background attitudes and behaviour in relation to the confectionery market;
2. Obtain an evaluation of the relative appeal of the alternative new positionings, along with the Half Way House positioning;
3. To provide a creative steer on how the best positioning can be modified to maximise its appeal;
4. To evaluate reactions to the actual product itself and to distil the most appropriate/ appealing description of the product's flavour from amongst the concepts and the respondents' own words;
5. To evaluate any confusion over the significance of the 'sugar-free' claim.
This could also be of interest:
Research Reports
Qualitative research into project Samba
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
August 1, 1976
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 on senior service 'Ship'
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 11, 1975
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