Coca - Cola
Worked on a client-facing research project in collaboration with a marketing agency supporting Coca - Cola. The brief focused on understanding the decline in consumption of Coca - Cola Original Taste, identifying competitive pressures, and uncovering how consumer perceptions differ across age groups.
Timeline:
Third Semester, 2025
Client:
Coca-Cola Southwest Beverages
Industry:
Consumer Behavior
Services:
Consumer Behavior & Brand Perception Study
Role:
Research & Insights (Quantitative, Qualitative & Neuromarketing)
Team:
3 members
Designed and executed quantitative and qualitative research, including:
Consumer surveys to analyze beverage habits and switching behavior
In-depth interviews with 10 participants across multiple age groups
Conducted neuromarketing analysis using iMotions, focusing on:
Visual attention and gaze patterns
Emotional response to packaging and branding
Brand recognition and subconscious engagement
Analyzed and synthesized data to identify:
Key barriers affecting Coca-Cola Original Taste performance
Perceptual gaps between legacy brand loyalty and modern health expectations
Translated insights into clear strategic recommendations to help Coca-Cola better understand audience sentiment and behavioral shifts.
Client-facing research presentation delivered to the Coca-Cola team
Tools used: iMotions, Canva, Google Forms, surveys, neuromarketing frameworks
The Coca-Cola team found the work thorough, well-researched, and insightful, gaining a clearer, data-backed understanding of how the brand is currently perceived across age groups and why consumption patterns are changing.
