This marketing research proposal aims to help the yoghurt brand five:am become the number one "healthy choice" brand. It will use qualitative focus groups and a quantitative online survey to understand what drives consumers' brand choices for yoghurt, and how five:am is perceived relative to competitors on key criteria. The research will test hypotheses about important choice drivers, five:am's differentiation and positioning. Focus groups will explore perceptions in Melbourne, Sydney and Brisbane, while an online survey of 1000 Australians will quantitatively analyze factors influencing brand perceptions and attitudes. Results will help five:am better target health-conscious consumers.