The case can be used for evaluating data analysis and inferences drawn for selecting one or more product concepts for further scrutiny in the process of new product introduction. The techniques used in this case are for univariate, bivariate, and multivariate regression analysis. The context is that of a research to test four concepts of a new product in the small pack refined oil market. The case (D) presents a MDS map of the products and concepts used in the research and the interpretation of the dimensions identified. It is possible to use case (C) by itself or both cases (C) and (D) together. It would be helpful to use case (A) as a background reading.