A previous qualitative research exercise conducted on behalf of H. J . Heinz Ltd indicated potential opportunities for products offering greater convenience to the housewife in cooking preparation. Accordingly, in order to capitalise on this potential, the objectives of the present research programme were as follows:
1. To identify those areas where the housewife feels that greater convenience in her cooking preparation would be helpful;
2. To identify the current status of Heinz Company imagery, and to establish the areas of helpfulness in which they could figure strongly;
3. To elicit responses to a number of existing concepts such as omelet fillings and flan fillings, and other areas that might arise.