overview An established food manufacturer was looking to contemporize its strategic brand story to reach a new generation of shoppers, while also appealing to their current core consumers. C+R developed a two-phase qualitative research program to identify which of two concepts under consideration would most help the client modernize their brand story while also resonating…
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of LGBTQ+ consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about this segment of consumers? This was the…
overview Grocery shopping, specifically in the meat department, presents a range of challenges for brick-and-mortar shoppers today. A consumer packaged goods company was looking for innovative ways to harness consumer input and improve the retail experience. In particular, the company wanted to work with consumers to improve the meat department retail experience. But they weren’t…
overview Although the Coronavirus pandemic impacted grocery-shopping behaviors, we don’t know to what extent or whether those behaviors have sustained over time. For example, we observed a large degree of channel-shifting, with an acceleration in the adoption of online grocery shopping and a decline away from c-store. However, we don’t know what portion of shoppers…
overview Consumers’ perceptions of health and wellness have dramatically shifted in the last 5-10 years. Food and beverage habits, in particular, seem to be constantly evolving as dietary/lifestyle options proliferate. A global beverage company wanted to understand how these lifestyle/diet changes influence beverage behaviors, with the goal of wanting to revolutionize the beverage category for…
overview A major soft drink company was ready to bet big on their iced tea brand starting with a new campaign. The company wanted the campaign to revolve around a social issue but wasn’t sure which cause would resonate most with their target audience – Gen Z consumers. To get inside the minds of these…
overview In the midst of the COVID-19 pandemic, a cleaning supplies company needed to better understand shoppers’ shifts in perceptions and preferences at shelf for its brand/products. The competitive set was growing quickly with new brands and SKUs, and the team wanted to make the case to a large national retailer that their consumer products…
overview A pet food company founded in the late 1960s was witnessing falling sales year over year. While decades ago, the brand was unrivaled, the market had changed and so had the company. To reverse their position, new management wanted a holistic diagnosis of the issues the brand was facing and a roadmap for turning…
meet Diego Diego Calahorrano, Director of Data Collection, joined C+R Research in 2008. Diego is responsible for managing and streamlining the workload within his team. He’s responsible for survey modeling, programming as well as developing and supporting various applications used by different departments integrated within the organization. Diego’s innovative ideas, extensive technological knowledge along with…
