For a Fortune 500 beverage company, I led a primary research study to establish foundational learnings on consumers’ usage of and attitudes toward beverage packaging across multiple formats, categories and brands. Through mobile ethnography and in-depth interviews, the research revealed relevant occasions and need states for different pack formats, which we turned into concrete recommendations for optimizing packaging formats across the portfolio.

For a portfolio of leading protein supplement brands, I optimized and validated new brand and product directions. Using quant research methods like concept testing and conjoint and MaxDiff analyses, I developed recommendations for new flavors, ingredients, and claims for existing products, and evaluated market potential, consumer target, and incrementality of new concepts.

For a startup luxury cookie company, I developed insights-backed recommendations for the brand direction and product roadmap based on consumers’ perceptions and usage habits. Through video diaries, focus groups, and quant research with new and existing customers, I uncovered insights on consumers’ reactions to the brand, their usage occasions and need states for the product, and factors driving repurchase or churn.