The primary objective of this study was to test consumer opinions of the mascots and labels to aid MFK (Meds and Foods for Kids located in Cape Haitian) in making a decision which label and mascot to use. A secondary objective was to determine the preferences and interests of Haitian consumers regarding mascots so to fine tune characteristics of those MFK has already developed. The research was conducted under the auspices of Socio-Dig, a Haiti-based research company.
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. School children were presented with two icons that differed significantly on only one of these dimensions. The children were asked which image they preferred.
Four surveyors (2 male and 2 females) applied the instrument to 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.
Report_MFK_4_29_15
