A boutique, full-service consumer research agency located in Portland, Oregon.
No market or industry is static – most are in a constant state of flux. With this change comes a barrage of new opportunities that are tempting but often difficult to analyze. We help clients objectively assess a changing market and explore the power of their brand in new product categories.
Naked Juice wanted to better understand the needs and attitudes of coconut water drinkers and explore how to best evolve their formulation. Additionally, the brand wanted to better understand how coconut water drinkers shopped for these products to optimize the product location and in-store marketing.
Intercepted juice drinkers in grocery stores at sampling stations in New York and Los Angeles.
These juice drinkers completed a short survey and if they qualified, were invited to a focus group.
6, 2-hour focus group workshops in a casual loft environment for sampling and discussion.
10, shop-alongs in the same markets in a range of stores.
Confirmed the best formulation for future coconut water offering.
Evolved the marketing, packaging and in-store location of the coconut water offering.
Identified new segments of drinkers and extended the offering to address their needs.