Projective market research techniques use a disguised approach and involve asking questions which prompt respondents to project underlying motivations, attitudes, and feelings. They tap into the subconscious mind to uncover deep$-$seated beliefs and associations for packaged juice products, which could throw in new parameters to judge and position the product, and thus identify a better targeting strategy. Two techniques, namely, word based association and sentence completion were employed. In word association, a set of seven words, called test words, was chosen and was presented to the respondent one by one and he was asked to say the first thing which came to his mind on hearing the word. The test words and the objective behind including them in the set are provided in Exhibit $1.$ In sentence complete, a guided stimulus was used to help gain information about the perception of and preference for juices in general and the scope for sugarcane juice in particular. The consultants gave incomplete sentences to the respondents and asked them to complete them with the words or phrases that came to their mind first. The responses for both word association and sentence completion are shown in Exhibits $3$A and $3$B respectively. All the respondents for these tests were obtained by mall intercept and either a word association or sentence completion was conducted with them at random without revealing the research motives, to avoid any inherent bias. After completing the projective studies and justifying the research questions, the consultants felt that the customer segments for fruit juices could be better classified based on consumer buying behaviour rather than demographics or socio economic classification. They decided to incorporate questions for classifying customers by behaviour and use that as their basis for analysis of the data from conclusive research. Based on secondary research, the consultants decided to classify the customers into five categories, Information Conscious $($IC$),$ Health Conscious $($HC$),$ Price Conscious $($PC$),$ Convenience Conscious $($CC$),$ and Novelty Tryers $($NT$).$ What are the six most important insights that can be concluded from the projective techniques study? List the insights in the format of clear statements; no explanations are needed.