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SunSip

CONSUMER RESEARCH · CUSTOMER JOURNEY STRATEGY

Academic Project · Team Project · Graduate · Fall 2025

Project Overview 

As part of a team research project for SunSip, a functional soda brand by Health-Ade, I contributed market and competitive research, primary consumer research, audience analysis, and strategic development. My work examined how different consumers perceive and engage with the brand, translating research findings into audience-specific barriers, opportunities, customer journey insights, and digital marketing recommendations.

My Contributions 

• Researched the market, brand, and competitive environment: Developed research on the functional beverage market, SunSip’s brand and marketing positioning, and its competitive landscape to establish context for the team’s consumer research and identify opportunities within the better-for-you beverage category.

• Supported primary research from design through synthesis: Developed the focus-group discussion questions and co-developed survey questions exploring brand perception, purchase decisions, and media behaviors. Helped structure the research objectives and methodology, edited the focus-group highlight video, and analyzed survey and focus-group findings to independently map the Affluent & Educated segment’s Learn → Shop → Buy path to purchase and identify additional research needs.

• Translated audience research into segment-specific strategy: Developed the Prime Prospect’s Problem and Know the Brand analyses across all three consumer segments, identifying each audience’s needs, frustrations, communication gaps, and barriers to trial and translating those findings into recommendations around health-benefit communication, credibility, product discovery, pricing, promotions, and digital engagement.

Key Deliverables

SKILLS DEMONSTRATED

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