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Mothers rated a children's drink concept highly; the implicit read showed it was missing the one association that moves the category
A beverage company had a concept for a children's drink and wanted to know whether it worked with mothers, and what it was really communicating.
Mothers rated the concept on a structured questionnaire, then completed a short PrimE exercise that times how quickly they connect the category with each benefit. Both reads came from the same women in the same session.
Stated reaction was excellent: 95 per cent rated the concept excellent or good. The implicit read found the gap: immunity, not taste, was the association that moved mothers, and the concept was not connecting its health message to it. The client kept what mothers liked and re-aimed the claim.
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- The question
- Does the concept for a new children's beverage work with mothers, and is it saying the right thing?
- Approach
- Central location test with mothers: stated reaction, then PrimE response-time association on the same respondents
- Where
- Two metros, India
De-identified. Names, places and distinguishing details are generalised.
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