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Red Bull Insights Master: Week 10

Which of the following is NOT true about the Large Format Optimization Research Study methodology?

20 min Online Interviews

18-64 age range

P3M Energy Consumer

P3M Red Bull Consumer

Balanced across age/gender/income/region

Select the 4 research techniques that were incorporated into this research:

Explicit path-to-purchase survey

Implicit brain image decoder

Explicit max diff. + cluster analysis

Implicit identity mapping

Discrete choice analysis

Inverted correlation analysis

Longitudinal survey mapping

What % of respondents preferred Large Format to purchase Energy Drinks?

Close to 40%

Close to 50%

Close to 60%

Close to 70%

What were the 2 shopper types that stood out/were identified as potentially actionable groups?

Social impulse shopper

Thoughtful browser

Impactful purchaser

Enthusiastic drinker

Treasure hunter

What are the two key components that will help us identify the right adjacent categories for Energy?

Category attribute fit

Annual trips (frequency)

Basket size

Eyes on shelf

Aisle traffic

BONUS: Select the top-5 IBID perception attributes for Energy drinks

Young

Social

Masculine

Life of the party

Hard working

Trendy

Energetic

Competitive

Easy going

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