1. What would your target market rather buy than the product you are promoting and why?

What benefits do your target customers see to the other product? It might be that they like the reputation of the company, or something else you need to identify in the interviews.

What costs do your target customers see to the product? They might think the higher price or something else you need to identify in the interviews.

2. What does your target market know about the new brand?

Are target customers familiar with the brand?

Are target customers familiar with the new features of the new brand?

Do target customers know about competing brands that provide similar features and benefits?

3. What does your target market believe? What are your target market's values and attitudes relative to the desired behavior?

What benefits do target customers see in the new brand? "What's in it for them" to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.

What do target customers perceive as the cost of buying the new brand?

What other issues do the customers consider when purchasing the new brand?

4. Explain where and how you collected your data. In other words, how did you recruit your subjects? Keep in mind that your subjects should be representative members of your target market. So your parents, friends and neighbors are generally not to be recruited as subjects. If you have difficulty reaching those target populations due to a special situation, contact your professor to get permission to collect data from your family members, friends, and colleagues who are easily accessible.

5. State how many subjects (at least three for this project) you interviewed and describe your sample in demographic terms.
Give a summary of the answers to each question.

6. Include an interpretation of the results: What impact are your findings likely to have on your charge?