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Situation

A major beverage manufacturer was developing new marketing strategies to expand flavored soda brand consumption occasions and "win at shelf." To help develop this strategy, they needed to understand shopper behavior and drivers for purchase.

Outcome

Using a mix of online qualitative research, ethnographies (in-home and shop alongs), and quantitative segmentation research, we were able to identify the household decision-maker for new products/flavors, the drivers of shopper behavior, as well as the triggers to purchase in the category. The results guided the development of marketing strategies both in-store and before the point of purchase.

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