| Title |
Infant Formula Concept Test Hong Kong |
| Introduction |
An ad concept study about infant milk formula was done on pediatricians and mothers in Hong Kong, print ad stimuli and TVC were shown to respondents for comments and ranking; interesting experience recruiting and interviewing pediatricians, said our researcher |
| Sample size |
- N=40
- n=20 doctors
- n=20 mothers |
| Country |
- HK |
| Recruitment Period |
- 2 weeks |
| Fieldwork period |
- 2 weeks |
| Quota |
- All pediatricians should offer medical consultation to over 30 mothers / pregnant women in a week
- All pediatricians should have over 4 years of practice
- All mothers should be aware of some targeted infant formula brands
- 50% of mothers should have infants aged from 0 months to 6 months; 50% of mothers should have infants aged from 7 months to 1 year old
|
| Investigation Area |
- To grasp brand awareness of infant milk formula of respondents
- To investigate information channel of infant milk formula of respondents
- To understand benefit expectation on infant milk formula of respondents
- To evaluate various concepts of the new infant milk formula
- To comment and rank various print ad stimuli and TVC of the new infant milk formula
- To decide which print ad and TVC are the most appropriate for the new infant milk formula |
| Insights from our Researcher |
- It's never easy to interview pediatricians in Hong Kong – they are far too busy for market research. Incentive does matter, but more important is our courtesy; so over 98% of the interviews were conducted at pediatrician's clinic.
- Time should always be spared for interviewing pediatricians / doctors. I remembered once when I started interviewing a pediatrician for 10 minutes, a mother rushed in and cried – her baby is having severe fever. Of course, I waited until my respondent helped that poor mother... so when making appointments for respondents of such profile we always spare enough buffer time for emergency.
- Interviewing mothers in Hong Kong are more difficult nowadays because the birth rate drops continuously – but we may get faster recruitment in years 2007 and 2008, because it's Year of Pig in year 2007, and the Chinese believe that it is a good year of having babies! |
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