Sophisticated three-tiered research used to choose new theme.

In its ongoing search for how to motivate consumers to purchase more mushrooms, the Mushroom Council wanted to leave no stone, or mushroom, unturned in making the right decision about its theme line. Using the very latest research techniques a new tagline, Mushrooms. Nature's Hidden Treasure, was selected out of many other options including past choices and some well-known taglines by other commodities in use today. For a complete report and/or PowerPoint presentation of the results please contact the Council office.

Throughout consumer testing, it was important to uncover the true reasons why consumers like or dislike mushrooms. A series of ethnographic interviews were held in three cities. Consumers were interviewed right in their own kitchens. These one-on-one meetings lasted more than an hour each, and consumers were asked questions about their shopping and cooking behavior. Interviews were held with light, medium and heavy consumers of mushrooms, as well as with nonusers.

Very interesting findings emerged from these interviews, including both the functional and emotional benefits associated with using mushrooms. In fact, six different emotional benefits were uncovered. Specific language used by the consumers during the interviews was directly used in the development of the potential compelling theme lines.

Nine lines were chosen to move to the next step of quantitative testing. These lines were developed by the ad agency and reviewed by Council members and industry marketing mavens.

The evaluation of the nine selected lines, including a former tagline, "The Perfect Partner," as a control, was done using the Internet. To narrow the field of nine lines, 200 mushroom purchasers took an online survey and were presented with all the theme lines. The respondents were asked to gauge their level of purchase intent based on how they felt about each line, as well as how unique they felt each line was. Three lines seemed to show the most promise and a fourth was added due to some industry interest (Fig. 1).

In the second phase of the quantitative testing, each of the four lines was tested by itself. For comparison's sake, consumers also saw actual theme lines for similar products such as beef, eggs, apples and grapes. Consumers were again asked about purchase intent, uniqueness, and appropriateness (Fig. 2).

Finally, to measure the lasting impact of the theme lines, consumers took a follow-up survey 24 hours later. They were asked what they remembered from the first survey. On an unaided and aided basis, the consumers' recall was considered. The mushroom lines as a group were the most memorable (Fig. 3).

There was further clear guidance as to which particular mushroom tagline seemed to have made the biggest impression (Fig 4). In the end, one theme line rose above the others: Mushrooms. Nature's Hidden Treasure. The Council looks forward to using the new line in future retail, marketing and public relations efforts, connecting with and compelling greater demand for mushrooms among the millions of consumers that appreciate the treasures mushrooms have yet to reveal.

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[FIGURE 4 OMITTED] Figure 1: Summary -- Phase One The top two box scores (1st and 2nd on a 5 point scale) are most important and suggest we have clear "winners" Uniqueness is related to purchase intent, since the two most unique lines also had very high purchase intent Purchase Intent Best Top Two Box "Mushrooms. Natures Hidden Treasure 2nd Best Top Two Box (tie) "Mushrooms. The Start of Something Good" 2nd Best Top Two Box (tie) "Mushrooms. Earthly Delight" Worst Bottom Two Box "The 'shrooms Have it" 2nd Worse Bottom Two Box "Make Room for shrooms" Uniqueness Most Unique Statement "Nature's Hidden Treasure" 2nd Most Unique Statement "Mushrooms. Earthly Delight" Least Unique Statement "Make Room for shrooms" 2nd Least Unique Statement "There's Always Room For Mushrooms" Figure 2: Summary -- Phase Two Part "A" * The top two box scores are the most important. * This chart shows Purchase Intent, based only on seeing these few

words, some of which would be familiar to consumers (i.e. Beef), some

of which will not be (i.e. mushrooms) * The fact that two of the mushroom lines ranked tied for #2 against

some well known lines, is quite extraordinary Purchase Intent Best Top Two Box "Washington Apples. The Best Apple Flavors

On Earth." 2nd Best Top Two Box (tie) "Mushrooms. Nature's Hidden Treasure." 2nd Best Top Two Box (tie) "Mushrooms. Earthly Delight." 2nd Best Top Two Box (tie) "Grapes from California. Good Things Come In

Bunches." 5th Best Top Two Box (tie) "Beef. It's What's For Dinner." 5th Best Top Two Box (tie) "Eggs. Nature's Miracle Food." 2nd Worst Bottom Two Box "There's Always Room For Mushrooms." Worst Bottom Two Box "Mushrooms. The Start of Something Good."