Objective

The aim was to understand consumer perceptions of a new bottle made from 100% recycled plastic (rPET) for one of the brand’s flagship products. The challenge was to determine if loyal consumers could discern any differences with the new rPET bottles and to gauge their attitudes towards sustainability and the brand's environmental efforts.

Approach

Our approach involved:

• Conducting focus groups with heavy consumers of the brand's popular soda product.

• Asking detailed questions about their noticeability of the new rPET bottle compared to the regular PET bottles.

• Exploring consumer views on sustainability, the perceived impact of the new bottles, and their overall reaction to the brand's initiative.

My Role

As an analyst, my responsibilities included:

• Organizing all logistics for the qualitative research phase.

• Creating the discussion guide and screener to elicit in-depth insights from participants.

• Diligently taking notes during focus groups to capture nuanced consumer feedback.

• Compiling and reporting the findings in a comprehensive deck to inform the brand's decision-making and communication strategies regarding the bottle change.