Fruitzone India Limited (FIL) is the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company has conducting a market research to identify a new flavour of fruit juice that they could launch. After they had completed the confirmatory research they still had some questions and they have gone for another round of validation through primary research, including simulated test marketing. This case is useful for participants in Business Research Methods, Market research and Qualitative research courses.