Case Study
In times of uncertainty and rapidly shifting markets, customer needs can evolve quickly—and unpredictably. Keeping a close pulse on your brand’s core audiences is essential to stay aligned with their priorities and drive meaningful sales growth.
Business Issue
A leading beverage brand saw a rise in household consumption and wanted to better understand what was driving the shift. With a focus on parents of young children, the brand sought to uncover emerging motivations, behaviors, and trends that could inform both short- and long-term planning.
Custom Approach
Radius designed an integrated qualitative and quantitative approach to explore attitudinal shifts and behavioral changes in real time:
- Pop-Up Community: A six-week online community was launched with parents across the U.S. to explore changes in household dynamics and beverage engagement. Participants shared pantry photos, created virtual collages, told stories about shifting family priorities, and discussed how evolving routines were affecting their beverage choices.
- Consumption Tracker Mini Wave: A quick-turn quantitative study assessed how, and to what extent, consumption patterns were changing—both at the category and brand level.
The Pop-Up Community surfaced key emotional and practical drivers behind families’ beverage choices, while the Consumption Tracker quantified behavior change and category engagement.”
Growth Outcome
The Pop-Up Community surfaced key emotional and practical drivers behind families’ beverage choices, while the Consumption Tracker quantified behavior change and category engagement. Together, these insights enabled the brand team to refine its positioning, messaging, and innovation pipeline.
To stay responsive in a shifting market landscape, the team continues to use agile tools like Pop-Up Communities to monitor emerging trends, validate assumptions, and build more resonant customer experience.
