What was the challenge?

J&J’s Pediatric Sleep Supplements brand “Zarbee’s Naturals” are sold in retail stores across the US. The Zarbee’s team came to us with an issue; their product was beginning to lose market share.

Our team was asked to determine what was occurring at the point of purchase to dissuade shoppers and what steps their team could implement to regain an edge against competitors.

What was the strategy?

Our team fielded a study comparing the performance for Zarbee’s Pediatrics against other benchmarked competitors using a control group of shoppers over a set time period. We targeted multiple large CPG chain stores to get a better scope to strengthen our results.

What I did;

As an analyst, I was responsible for preparing initial deliverables for our fielding team. I participated in client calls to determine all the key parameters required for the study to be a success, and took in key information from the client to ensure we were meeting every business and project objective. I also assisted with team workload and communicating with our coding team as the project was fielded.

Toward the end of the project, I played a key role in putting together the final presentation to highlight our action points and key takeaways. I charted data, verbalized key findings, and put emphasis on actionable insights to help J&J improve their product’s future success in their market.

What was the challenge?

Reckitt reached out to our team as part of a quarterly “check-up” to get an idea of how shoppers’ behaviors were changing over time concerning their plug-in scented oil “Air Care” products.

For this study, we centered on Reckitt’s category-leading brand “Air Wick”. This was a major project with a massive scope of shoppers that I was fortunate to be a key part of. This project required extensive initial preparation to ensure that all parameters met RB’s standards.

What was the strategy?

Initially, we worked closely with the client to determine the key learnings they wanted answered. This included adding some new inquiries as well as drilling down on some predetermined past quarterly data to be collected for benchmarking over time.

We worked closely with our fielding and coding teams to construct a custom framework that ensured all data collected from this home study would be easy to pull insights from and nothing would need to be re-fielded.

Attention to detail was incredibly vital for this project as well as a heightened level of timeliness at the client’s request.

What I did;

I took on additional responsibility with this custom project and was key in helping to create a brand new coding framework needed for the gathering the data required using Microsoft Excel.

I took ownership for helping to get this project into the field and ensuring that all of our clients’ inquiries were met as well as the inclusion of sections that ensured past quarterly benchmarks were answered and documented to see change over time for the category as a whole.

I acted as a liaison between the fielding and coding teams and my internal team, keeping the clients requests as a framework to our decision making process at all times.

What was the challenge?

Tate’s Cookies, a subsidiary of Mondelez, was preparing to launch a new product into the domestic CPG marketplace. This product was innovative and exciting for Tate’s team who had never launched a product outside of a traditional cookie before. However, their research and marketing team had limited consumer research to ensure its launch would be successful.

As the product began to roll out at select regional locations, Mondelez asked our team to create a report to better understand shopper behaviors and feelings regarding their new product as well as an at-home segment to get a closer perspective into the consumer experience.

What was the strategy?

A dual study was created to paint a picture of what initial reactions were from consumers, both in-store and at home. Key competitor benchmark products were determined within the segment and included in the study as control groups.

The study mainly focused on a variety of inquiries from Mondelez concerning shopper impressions, product expectations, and consumer’s visual and taste assessments of the new product and packaging.

What I did;

As an analyst, I was responsible for working with the client in the initial stages to gather information, help determine scope, and create a framework for our fielding team to follow that included all key parameters. This was prior to the project being fielded. We conducted several follow-up meetings with the client to ensure that all questions were to be answered sufficiently concerning Tate’s new offering.

I worked closely with the fielding team to ensure we gathered enough data for the study, given the smaller sample size of an initial launch. Upon collecting the necessary data, I was responsible for deciphering trends and adequately vocalizing key nuggets of useful information from the raw data and transforming them into understandable takeaways for the client to digest.

I had a key role in putting the final presentation together for both studies to be delivered to Mondelez and Tate’s marketing and research teams upon the conclusion of the study.