Energy in a Bottle: Testing Appeal of a New Drink Category in India's Market
Research Objectives
Understand their current routine, habit and needs regarding the category
Test the product and collect feedback
Understand acceptability and reactions towards the packaging/ format and taste
Establish how the new product will fit into their current routine, what needs it will address and its closest competitors
Understand purchase likelihood of this product
Tour of the range of beverages consumed in-home
Approach and Methodology
Digital Diary
3 Days X 20 min daily
Online discussion's platform
In-Depth Interviews
Up to 60 minutes
Virtual
SAMPLE SIZE: 60 respondents for Digital Diary & 45 IDIs from the same set of respondents from Digital Diary study.
MARKET: Mumbai, Delhi & Bangalore
Target Group
Moms with kids age 7 – 16 years , Male & Female
18-35 years
Student, YWA, Working Professionals
SEC – A/B
Usership
Decision-makers and purchasers of beverages for themselves (for mothers, they should be buying for their children’s consumption)
Mix of:
Drink coffee in any format at least once in the last 1 month and is open to drinking coffee in-home and cold/ room temperature
Drink energy drinks in any format at least once in the last 1 month and is open to drinking energy drinks
Drink sports drinks in any format at least once in the last 1 month OR play sports at least once a week and is open to drinking sports drinks
Drink fruit juice in any format at least once in the past 1 month and is open to drinking fruit juice in-home
Drinks cordial or has given cordial to their child at least once in the past 1 - 2 months
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