Leverage research that helps you see the big picture – and the little details – about your category. Attitudes & Usage (A&U) uncovers what people value, believe and prefer, as well as how, when and why they engage with your product or category. These insights help you spot new growth opportunities, fine-tune your brand’s positioning, connect with the right audiences and spark innovation. By understanding both what people think and how they behave, A&U research gives you the clarity to build stronger connections and smarter strategies.
Following a period of stalled sales, a craft soda company sought to gain a deeper understanding of its current customer base and market position to guide future strategies and investment decisions. The objective was to develop a comprehensive view of brand perceptions, buying and consumption behavior and innovation opportunities within the carbonated soft drink category.
Using a quantitative research approach, we uncovered that the brand’s household penetration was lower than anticipated - not only in comparison to traditional soda brands, but also within the craft soda segment. The category itself was found to be highly fragmented, with consumers considering a wide range of brands at the point of purchase.
Despite limited penetration, existing customers demonstrated strong, well-defined perceptions of the brand - serving as a key point of differentiation in a crowded market. Additionally, there was significant consumer receptivity to the brand’s innovation pipeline, indicating a clear path to attract new customers through targeted product offerings that stayed true to the brand’s identity. Ultimately, the current brand positioning was maintained to preserve its distinct equity, while strategically leveraging line extensions to broaden appeal and drive growth.
