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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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