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This briefing offers an overview of the history, theories and key trends related to Driving Trial. It outlines the development of classic theories of consumer purchasing based on a progression through awareness, interest, evaluation, trial and adoption to more nuanced approaches employing thinking on the need states and unconscious motivation of shoppers.

Case Study

The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998.