Objective

The initiative focused on understanding consumer perceptions, behaviors, and preferences surrounding energy shots and energy drinks to inform the development of innovative and sustainable packaging solutions. The challenge was to identify consumer needs and preferences related to energy shot consumption and purchasing, and use these insights to guide the design of new packaging.

Approach

The research unfolded across two phases:

• Phase 1: Gathering insights on how energy shots and energy drinks fit into consumers' lives and identifying opportunities for new packaging dimensions that would meet sustainability objectives.

• Phase 2: Building on initial findings to validate and deepen our comprehension of consumer preferences, and to ascertain the packaging elements that address both functional use and emotional appeal.

My Role

• Managed the logistics for conducting qualitative research, including the creation of discussion guides and screeners for focus groups and central-location testing

• Attended all focus groups to conduct detailed note-taking.

• Synthesized the data into a final report that presented our findings and guided the client toward a consumer-centric packaging design.