Narrative Power: Testing Narramatics to Connect with Health Drink Consumers

Research Objectives

Evaluating the narramatics individually on key parameters- appeal [esp. amongst kids], comprehension, uniqueness, fit with brand, potential to positively influence consumers, cues for improvement .

Comparative evaluation of all the 3 narramatics and the identification of the most promising route

Approach and Methodology

Focus Group Discussion

With 8 Respondents

Lasting up to 2 hours

At a central location

SAMPLE SIZE: 12 FGDs

MARKET: Delhi, Madurai & Hyderabad

Target Group

Mothers (25-45 years) of kids in the age group of 8-14 years

Kids in the age group of 8-14 years

Housewife, School Students

SEC: A2 & B1

Usership

Mix of Boost/Horlicks/Complan consumption households

Brand usage should be more than 6 packs of 500gms in a year for the last 2 years

Must be consuming HFD at least 3-4 times a week

Must purchase HFD in the 500-gm pack size.

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