Validating a product/brand with a survey before it exists

[Eskil]

I thought this was pretty cool.
Basically, ad guru George Lois helped the Quaker company validate whether or not they should expand their products into offering syrup (since they were already making pancake mixes). They didn't think they should go into it.

Remember, this was before the brand Aunt Jemima syrup existed...

Lois decided to drop the idea into a consumer survey about pancake habits. "The last question in this questionnaire about pancakes listed a bunch of syrups, and I included the words 'Aunt Jemima syrup,' and I said, 'Which of these syrups have you bought in the past year?' And something like 90 percent of the people circled that they had bought Aunt Jemima syrup, which was nonexistent. … I showed them my research and said '90 percent of Americans believe they are already buying Aunt Jemima syrup.

http://www.adweek.com/adfreak/george-lois-how-i-tricked-aunt-jemima-making-syrup-139087

Could you use this method (or a twist on it) to test or validate your brand?

 

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[Morethan1]

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