Your research firm has just been asked to bid a project by a leading consumer food manufacturer to investigate a new product development initiative for a revolutionary new cereal. The product definition is still indeterminate as to product scope and needs detailed investigation to develop the critical consumer marketing dynamics.
Your proposal must outline the methodology to launch such a consumer cereal research project, define the scope of the research, comparative criteria to justify the attributes and levels of attributes needed to investigate such a product (hint investigate conjoint analysis), the critical features needed to fit each identified MULITIPLE market segment (a very critical aspect is who will the best target audience with substantiation and supporting data).
Sample Solution