Research Objectives
Evaluating the concept routes on key parameters like comprehension, appeal, relevance, freshness, credibility, and effectiveness in driving purchase intent
Identifying the preferred communication route – Understanding the likes/ dislikes and providing improvement cues (if any)
Target Group
Demographics
Male & Female
NCCS A
30-50 years [30-40 yrs, 41-50 yrs]
Equal mix of recently diagnosed (<6 months) diabetics and relatively long standing (diagnosed diabetics since 2-3 years) in each group
Approach and Methodology
Focus Group Discussions (FGDs)
With 6 consumers
Lasting up to 120 minutes
At a central venue
Sample Size: 8 FGDs
Market: Bangalore & Kolkata
Usership
Primary Decision Maker in the purchase of powdered nutritional supplements
Diabetic Powder Users: Suffering from diabetes and using diabetes specific protein / nutrition powders, since at least 3 months
General Powder Users: Suffering from diabetes and using general protein / nutrition powders, since at least 3 months
