Consumer Research

Following are examples of large custom research projects I have led for targeting, positioning/messaging, product benefits/claims, packaging and/or innovation:

• 2001: As an academic resident at Foote, Cone & Belding, ran a qualitative study for Gatorade, including moderating focus groups, with parents and tween coaches for direction on hydration communication
• 2002: For Quaker Oats, conducted a study on Boomers’ aging concerns for an Editors’ Conference in NYC
• 2003: Built a quantitative consumer study on digestive health for The Dried Plum Board, creating a platform to promote dried plum benefits in the media
• 2004-2007: Ran two quant studies each month, results of which were published in Mintel’s Oxygen Reports
• 2008-2010: Led custom research for the Frozen Sweet Goods team at Sara Lee, including A&U, packaging and claim studies
• 2011: Explored the opportunities for agave syrup, including optimal positioning and usage occasions, for a manufacturer of natural sweeteners
• 2014: Directed research to guide the positioning, product attributes, pack design and name of a coffee-flavored line of pudding for a dairy food manufacturer selling in to Walmart 
• 2015: Led a multi-step packaging innovation project for a major brand of shelf stable fruit including: Category and Trend Immersion, In-Home IDIs and Shop Alongs, Platform Identification, Ideation, Concept Development and Qual-Based Concept Optimization 
•  2021:  Oversaw consumer qualitative research to explore the receptivity to pasta concepts that represented “the next healthy pasta” (after chickpea/lentil pasta success).
• 2021: Commissioned and collaborated with a global research firm and internal corporate dietician on a study to uncover the top messages to use when discussing pasta with influential healthcare professionals in each of four markets
• 2022: Explored brand loyal users, parents who rely on a BFY brand of fruit snack “most often”, for messaging, brand extension opportunities and retail narratives
• 2022: Led a multi-part study (qual and quant) for a Mexican mineral water brand to understand consumer perceptions of the brand vs two brand competitors, guiding the messaging, personality and tone of marketing outreach. Discovered client brand’s position in the US landscape of Mexican sparkling water and what consumers want from the category
• 2022: Ran qual and quant studies for a major baking ingredient brand to uncover the emotional motivations and desired outcomes for each of the fall/wintertime holidays (Halloween, Thanksgiving, and Christmas), generating direction for seasonal marketing and innovation ideas
• 2022: Examined evening family mealtime for a major international brand of frozen meals to uncover which parts of the meal are shared (both adults and kids eat) and which are customized 
• 2023: Ran a two-day qual study for consumer feedback on five ideas related to potential value messaging for a frozen meal brand (e.g., Meal deals/stretching a dollar, “Restaurant-quality without the cost,” “More of what you really want” such as protein, “Something everyone loves,” etc.)
• 2023: Co-led “Jobs to be done” research for a major US breakfast bread brand, uncovering the emotional and functional benefits driving brand usage which supported the update of the team’s brand framework
• 2024-2025: Oversaw the testing (quant and qual) of agency presented “ad territories” and 15s/30s spots for breakfast brand campaigns to a mainstream audience and Hispanic Americans (in Spanish). Also, designed and ran multi-wave survey to track ad effectiveness against communication goals. 

Examples of smaller projects through the years: 

•  Max-diff to rank 23 sweetness-related claims to describe a beverage
• Package testing to determine which design best communicated super intense spice/heat in microwaveable handheld
• Flavor Sort and Flavor TUR for limited time offer (LTO) idea feedback for bagel and English Muffin brand
• Conjoint to determine the optimal combination of product name, benefit and RTBs for a frozen meal brand. (Price and size static)