Background

A company HomeCookers is planning to launch a new rice cooker targeting the busy working class who still want to enjoy home-cooked meals. This new rice cooker utilizes artificial intelligence to cook over 100 one-pot meals. Furthermore, users can remotely control the rice cooker to start cooking such that the food will be cooked by the time they are home from work.

However, the company is unsure of how to effectively launch this new rice cooker. To date, it has yet to conduct any research on the rice cooker market. It does not have much knowledge about the rice cooker market. The only data it regularly has is the sales figures of its own products. It has no knowledge of who the users are, their cooking habits, and their opinions toward its brand and competitors’ brands.

The management of HomeCookers is thinking of conducting a new product feasibility study to understand the rice cooker market. The management is hoping that the results from the new product feasibility study will provide them with a better understanding of the acceptance of this new rice cooker in the Singapore market. With this knowledge, the management hopes that this will help its company to develop an effective strategy to launch the new rice cooker.

Task

Assuming the management of HomeCookers has contacted you, a research agency, to write and submit a research proposal (maximum 2,000 words) for the new product feasibility research study. The objectives of this research study are to understand the attitudes of consumers toward this new product and their likelihood to purchase this new rice cooker. In the research proposal, you are to recommend a suitable research design to meet the information needs of the management of Home Cookers.