Identifying Brand Drivers Using Hybrid Qualitative Research Methods

Identifying Brand Drivers Using Hybrid Qualitative Research Methods

overview Often, the characteristics that separate competitive brands in consumers’ minds are subtle and highly subconscious – yet deeply important. Brands rely on these differences to set themselves apart and entice consumers to buy. So how does a brand dig deep to discover the unique aspects of their brand that standout in customers’ minds, especially…

The Lunch Menu: How to Manage Operational Needs with Student Preferences

The Lunch Menu: How to Manage Operational Needs with Student Preferences

overview A frozen foods manufacturer interested in expanding its offerings to include Asian meals and appetizers needed to first understand customers’ attitudes toward these foods. The company was the current share leader in the kindergarten through high school channel for pizza, but their Asian meals and appetizers were undeveloped in this channel. They looked to…

From UX to HX Human Experiences for Testing and Refining New Hair Care Products

From UX to HX Human Experiences for Testing and Refining New Hair Care Products

overview A technology-driven brand known for innovation teamed up with C+R to develop ground-breaking hair tools for a well-saturated, multi-billion-dollar beauty industry. Of the brand’s two products, the first was already available in the market and needed refinement; the second was a highly confidential working prototype. To help refine both products, the brand called on…

Keeping the Frozen Food Momentum Going After COVID-19

Keeping the Frozen Food Momentum Going After COVID-19

overview The sale and consumption of frozen foods saw tremendous growth amid the COVID-19 pandemic through a combination of new category buyers and increased purchase volume. The trend was driven by a number of factors, including people eating more meals at home, cooking fatigue, heightened stock-up behaviors/trip consolidation, longing for comfort food/nostalgic flavors, growing financial…

How an Established Financial Institution Learned to Speak Gen Z

How an Established Financial Institution Learned to Speak Gen Z

overview Effectively managing personal finances is an important milestone on the path to independence. As members of Gen Z approach this stage of life, they’re looking around to see what tools and institutions fit their financial needs and values. Our client, a major financial institution, recognized that in order to reach this cohort, they needed…

Increasing Share By Understanding the Omni-channel Path-to-Purchase

Increasing Share By Understanding the Omni-channel Path-to-Purchase

overview Frozen food sales surged during the COVID-19 pandemic, and retailers took note. One frozen foods manufacturer in particular saw the surge as an opportunity to grow its business in key growth channels, like club and dollar stores. Before approaching club and dollar retailers with category opportunities, the company needed to first understand what drives…

Fostering Creative Thinking in a Digital Space to Elicit Innovation

Fostering Creative Thinking in a Digital Space to Elicit Innovation

overview Consumers’ perceptions of health and wellness have dramatically shifted in the last 5-10 years. Food and beverage habits, in particular, seem to be constantly evolving as dietary/lifestyle options proliferate. A global beverage company wanted to understand how these lifestyle/diet changes influence beverage behaviors, with the goal of wanting to revolutionize the beverage category for…

Exploring the Path-to-Purchase Across a Variety of Channels

Exploring the Path-to-Purchase Across a Variety of Channels

overview Although the Coronavirus pandemic impacted grocery-shopping behaviors, we don’t know to what extent or whether those behaviors have sustained over time. For example, we observed a large degree of channel-shifting, with an acceleration in the adoption of online grocery shopping and a decline away from c-store. However, we don’t know what portion of shoppers…