The case describes the cooking medium market in India. It provides details of a research study to assess opportunity for a new brand of small pack refined oil and determine the best product concept in terms of consumer acceptance and appeal. Three different phases of research for 1) generating attributes, 2) generating useful product concepts, and 3) testing the concepts have been described. It also includes the questionnaire used for collecting data from sample respondents for testing the product concept. The case can be used for preparing a plan of analysis of data obtained through a structured instrument.