Fruitzone India Limited is the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company is conducting a market research to identify a new flavour of fruit juice that they could launch. The case discusses how Fruitzone India Limited conducts an exploratory research and then prepares to conduct a confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction. This case is useful for participants in Business Research Methods, Market research and Qualitative research courses.