Market Research Methods

Introduction

Our main objectives for this report are the following:

* Discovering whether people eating chocolate experience different feelings

* Defining a segmentation of the testsubjects in function of their feelings

* Selecting the most promising segment for targeting healthy chocolate

* Explaining our rationale for choosing this market segment

* Suggestions for targeting the chosen market segment

1. Discovering whether people eating chocolate experience different feelings

The factor analysis brought forth two categories into which we classify the described emotions. The first category contains positive emotions and happy feelings. The second holds negative feelings.

2. Defining a segmentation of the testsubjects in function of their feelings

Our market analysis suggested four market segments into which we can classify people that like to eat chocolate.

First segment we identified was that of the positive-emotional chocolate enthousiasts. These subjects enjoy eating chocolate multiple times per week and do not worry about the consequences for their health. They associate eating chocolate with positive emotions.

The second segment are the biemotional chocolate consumers. These people experience negative emotions while eating chocolate, but also report positive feelings at the same time. They do not worry much about their health but also don't have much control over their chocolate consumption. Apart from eating chocolate, they also tend to eat other snacks

Conversely, we found a third market segment with negative-emotional chocolate consumers. People in this group are very strongly attracted to chocolate. After eating chocolate, they often feel shame and guilt as a result. They also worry a lot about their health and cannot adequately control their chocolate consumption to alleviate their health concerns.

Lastly, there is a segment of the non-emotional chocolate consumers. These people have a strong preference for eating chocolate but do not associate chocolate with any significantly strong emotions. They do not worry about their health when eating chocolate

3. Selecting the most promising segment for targeting healthy chocolate

Half of all people in the segment of negative-emotional chocolate consumers eat chocolate several times per week. 22% even consume chocolate multiple times a day. These numbers turn out to be relatively high, so it's safe to say people in this segment consume a lot of chocolate.

The segment of negative-emotional chocolate consumers is certainly