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Cracking the Cookie Code: Do the Scripts Make it Crave-worthy and Persuasive?

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Research Objectives

  • To test and evaluate script(s) developed for the new cookie developed by client’s brand.

  • Spontaneous Reactions: Instant thoughts and feelings that emerge from the script

  • Attention Hook: The defining moment/highlight of the script

  • Appeal and Likeability: Key likes and dislikes on various elements of the script

  • Comprehension: Assess if the intended message is easy to understand

  • Relevance: The applicability of the product for the consumer

  • Persuasiveness: Whether the script is able to create desire in the consumer to prompt trial

Approach and Methodology

  • Focus Group Discussion

  • With 8 Respondents

  • Lasting up to 1 hour

  • At a central location

SAMPLE SIZE: 12 FGDs

MARKET: Delhi, Ludhiana & Chandigarh

Target Group

  • Females

  • 25-45 Years

  • Working, Housewife

  • SEC: A/B

  • Married with/out kid

Usership

  • Regular Consumers of biscuits

  • Mix of consumers of Good Day and Moms Magic Biscuits (Butter & Nuts variant)

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