Understanding New Target Consumers with Mixed-Methodology Insights 

When you’re going after a new target consumer, you need to know what makes them tick. 

A leading soft beverage brand was evolving its business strategy from increasing frequency among existing users to growing penetration among category users who weren’t engaged with the brand. To inform their plan, they needed to gain a deep understanding of the psychological drivers and category perceptions of new target consumers. 

This case study details how partnering with QualSights helped them: 

• Gain a holistic picture of target consumers through a mix of methodologies, including quantitative research, self-moderated Smart Diaries, and in-depth interviews 

• Obtain in-context, in-the-moment insights on consumer soft beverage attitudes and habits 

• Propel speed to decision-making with expert support on study design and detailed reporting at each stage of the project