Flaw 1: Conflict between Focus group and individual survey as they were improperly placed in the sequence and both showed signs of dis-satisfaction in consumer.

Survey indicated the dissatisfaction to be limited to small segment while Focus groups depicted a widespread.

Prediction: 10 – 12% survey units would be upset.

Reality: Majority got stimulated by media and Coke loyalists.

Flaw 2* : (The Wrong-Question Explanation): Probable chance of incorrect interpretation as the research error was over generalized from the inaccurate taste results. (Over expectation of the alienation of faith to fade.)

* Source: Schindler, 1992

Flaw 3: No proper flow of communication during sampling

the product to the 2,00,000 customers. Customers were baffled when the old coke was withdrawn.

“Should this replace the current taste?” rather than “Which tastes much better? ”

Flaw 4*: Variables for the evaluation were improper as their survey did not account for game-changing factors such as

• Emotional Attachment

• Symbolic Value association

* Source: Qualtrics Blog – “Coca Cola Market research” at http://www.qualtrics.com/blog/coca-cola-market-research/

• Product Perception is as important as product

• Emotions attached to the brand are never to be underestimated

• Imitate competitors – not on long run

• Engage with your TA/TG

• Confirm your TA/TG’s acceptance

• Don’t side line your ORIGINAL product