Research Methodology

To fully address the research topic, both qualitative and quantitative exercise should be utilized.
To begin with a specific designed screener questionnaire will be used to aid the interviewer in
determining the SEC of a respondent before proceeding with the research study. We will be using
the following SEC Urban grid:

As observed in the SEC Urban grid above, the highlighted blocks are the criteria on which a
respondent will be qualified to participate in the research. As agreed with the client we will
concentrate on participants spilt of 70% SEC B and 30% SEC C.
The research study will be divided into three phases as follows:
Phase 1 Positioning

Phase 2 Need
Assessment

ZMET

Concept testing of
new Fortified Haleeb
Milk

Phase 3 Analysis
&
Recommendations

Phase 1: Positioning
Step 1
Objective
Format

Sample Size
Participants
Criteria

Deliverable

ZMET
Elicit the deepest feelings and emotions of mothers regarding milk
consumption.
Collage Collection (5-8 pictures each)
One on one interviews with participants
Summary & analysis of the experience of each participant regarding milk
consumption.
20
Mothers
o Belong to SEC B & C
o Children consume milk on daily / weekly basis
o Mothers are the buyers for milk in the households
o Location: Defence, Johar Town, Township & Gulberg
20 Collages explaining:
o How mothers associate Haleeb milk for drinking (Children & Tea)

Phase 2: Need Assessment

Step 1
Objective
Format

Concept Testing
Concept exposure to understand the customer perceptions regarding Haleeb
milk positioned as Fortified Milk.
Focus Groups (Qualitative)
A discussion guide will be designed through consultation from the client and
will cover the following aspect:
o Discussion about brand preference, frequency of consumption and
purpose of usage.
o What nutrients participants believe should be present in milk for
daily consumption.
o Ask participants to list associated words with the concept of milk
fortification and form a word cloud through verbatim.
o Concept exposure of new fortified milk which HFL is looking
forward to introduce in the market.
o Product exposure of new Haleeb fortified milk with the group.
Note: Interviews will take approximately 1.5 hours, and we will ensure that
mothers participating in the group are articulate and willing to share their
views/opinions.
Prototype testing (HFL responsible for supply of new product)
Participants from the focus groups will be engaged to participate in the
prototype testing and will cover the following aspects:

Sample Size

Participants
Criteria
Deliverable

o Provide focus group participants with new Haleeb Fortified Milk.

o After a period of 7 days, call all participants to gauge conversion
ratios (if any) and reasons of their actions.
4 Focus groups in total with 7 participants in each. Mentioned below are the
types of focus groups to be conducted:
Focus Group Type 1: Working Mothers (SEC B)
Focus Group Type 2: Non-working Mothers (SEC B)
Focus Group Type 3: Working Mothers (SEC C)
Focus Group Type 4: Non-working Mothers (SEC C)
Note: Client has the option of increasing the frequency of focus groups by
+1, and it will increase the cost accordingly.
Mothers
o Belong to SEC B & C
o Mothers are the buyers for milk in the households
This is valuable for this exercise when we want to gain deeper insights
on a mother perception on fortified milk, unmet needs, etc.
Qualitative exercise provide more insightful feedback. This
environment provide a suitable platform for mothers to contemplate,
discuss and also debate the intended discussion topics.
Qualitative insight will help tell the story around the quantitative data.

Qualitative interviews generally involve robust probing, whereby moderators are not only able to
seek answers, but seek further clarification on feedbacks obtained. The qualitative insights
gained from ZMET and Focus Groups will be used to design a questionnaire for Door to Door
interviews. These would be structured interviews (close ended questions) with a qualitative
element of softer question like why, how and what. Hence, HFL will be able to make decisions or
derived solutions based on a more comprehensive and detailed set of information
Step 2
Objective
Format

Door to Door Interviews

Concept exposure to understand the customer perceptions regarding Haleeb
Fortified Milk. Research will have greater spread and coverage.
Structured Interviews (Quantitative) with qualitative element
A questionnaire will be designed through consultation with the client and
will cover the following aspect
o Questions about brand preference, frequency of consumption and
purpose of usage.
o What nutrients participants believe should be present in milk for
daily consumption.
o Expose the group to the concept of new Haleeb fortified milk and
record consumer perceptions.
o Concept and product exposure of new fortified milk which HFL

Sample Size
Participants
Criteria

Deliverable

is looking forward to introduce in the market.

Note: Interviews will not be longer than 10 to 15 minutes to ensure
respondent fatigue is avoided and that a considered response is ensured.
Prototype testing (HFL responsible for supply of new product)
o Provide participants with new Haleeb Fortified Milk.
o After a period of 7 days, call all participants to gauge conversion
ratios (if any) and reasons of their actions.
120
Mothers
o Belong to SEC B & C
o Participants are the buyers for milk in the households.
o Location: Different parts of Lahore
We will be able to get sizeable set of respondents to review product
concept, rating scales, pricing cards, giving us better assurance and
confident on the findings.
Respondents answer the same questions so that answers can be easily
compared and trends observed.
Our recommendation of doing structured interview, with some
qualitative element like adding softer questions (why, how and what).
Will aid in getting rationale behind the numbers.

FG
COMSUMPTION brand an existing and communications
FREQUENCY EY
WHY THEY USE IT
Door to Door

Make flow chart

Prototype testing
Ask user if he is willing to buy haleeb on spot!!
Mention option of increasing Focus groups by plus 1
2 SEC B
2 SEC C