Qualitative research on concept evaluation for Setting Custard

Date of publication: August 1, 1977


H. J. Heinz Research and Development have developed a custard that will set like blancmange once it has been heated and allowed to cool. Six concept statements have been developed for this product, covering a spectrum of alternative positionings. An alternative pack design was also developed for each concept. The objectives of the research reported here were to evaluate:

1. Each of the concepts to determine its potential interest and viability;

2. The acceptability of the product;

3. Likely uses for the product. 

CRAM/Peter Cooper Archive


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