Objective: To provide a synopsis of the key information that was gathered throughout a focus group evaluating consumer perceptions of hot sauces from Melinda’s Foods.

 

By conducting a focus group analysis, my team and I interviewed a diverse sample of 11 college students to obtain insights on how they perceived hot sauce brands, how their flavor or spice level preferences influenced purchases and their impression of Melinda’s Foods.

 

Additionally, we conducted a blind taste test with Melinda’s hot sauce flavors by randomly assigning them a number and allowing the respondents to use the hot sauce to their liking. When the respondents refer to a number when talking about each hot sauce, they are mentioning one of the flavors offered.