The data suggests that Ti Pop should be a clean cut, slightly intellectual, physically fit conservative but stylish teenage female who only comes in contact with soccer balls when practices exploding them with karate kicks. She may or may not be a superhero but, if she is, she should be wearing a cape. There is no indication that her skin color matters to the target population.
The Research Description
Objective 1: Test consumer opinions of the mascots and labels to aid MFK in making a decision which label and mascot to use.
Objective 2: Determine the preferences and interests of Haitian consumers regarding mascots so to fine tune characteristics of those MFK has already developed the one(s) that will be selected.
Four surveyors (2 male and 2 females) interviewed 205 respondents, 99 female and 106 males, 90% of whom were between 6 and 19 years of age. All school children located in 9 schools at 6 neighborhoods in Port-au-Prince.
The survey instrument used paired comparisons of clipart representing different characteristics and dimension. Specifically, Skin color, gender, age, sports, animation, humanness, beauty, violence, intellectual inclination, musical interest, strength (muscular-ness), and style