Using Mind-Set Information About Health, Pleasure and Function to Understand Consumer Choices in Bottled Water

ABSTRACT

Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, created by experimental design, can be combined and analyzed to identify new product opportunities for foods and beverages.

Methodology/Approach: This paper analyzes responses to test concepts about bottled water from five different mind-set databases (Crave It! 2001 for adults, teens; Drink It! 2002 and 2004; Healthy You! 2003), each focusing on a different aspect of food/drink, but each containing a study about bottled water. The databases combine conjoint analysis with extensive classification, which generate parallax views about bottled water from different vantage points.

Practical Implications: Based upon strong performance of specific elements across databases for different end-uses, the analyses suggest that a market exists for bottled water containing strong health benefits, as well as a strong opportunity for functional bottled water specifically targeting younger consumers.

Originality: The paper presents a unique new approach to understanding the mind-set of consumers by combining information from concept databases.