Abstract:

The objectives of the research were:

1. To assess the relative appeal of the concepts to different target groups;

2. To provide creative guidance on how the concepts could be developed to finalize the package;

3. In the case of 'Shanghai' to discover which of the visuals and captions have the most appeal and whether Roberre or Stowaway has the most potential as the 'Company' name for the brand;

4. In the case of 'Rouge' to obtain reactions to the narrative tape and to discover which of the visuals and captions have the most appeal, and to explore reactions to the mock-up pack.