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Finding the Right Story for a QSR Brand: Evaluating Scripts and Emotional Connections

WhatsApp Image 2025-02-28 at 22.10.24_bc0f4a03

Research Objectives

  • To evaluate the script on key parameters and overall enjoyability.

  • Assessing the fit and impact of the new positioning on the Client’s brand.

  • Gauging consumer perceptions towards the best fit for the role of Colonel.

Target Group

  • Male & Female

  • 18-22 Years and 23-27 Years

  • College Students, Young Working Adult

  • NCCS: A

  • Unmarried

Approach and Methodology

  • Focus Group Discussion

  • With 8 respondents

  • Lasting up to 1.5 hours

  • At a Central Venue

SAMPLE SIZE: 12 FGDs

MARKET: Delhi & Bangalore

Usership

  • Must be a frequent QSR consumers.

  • Mixed consumers of KFC, MacD, Domino’s Burger king and Pizza hut.

  • Must be dine-in at twice a month in QSRs.

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