Food and Beverage

Positioning and Equity Elevation

  • Brand associations, messaging, drivers and barriers
  • Perceived positioning vs. competitors
  • Repositioning and realignment of equity and promise messaging
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Attitudinal and Needs Studies

  • Consumer perceptions, attitudes and behaviours
  • Unmet needs and barriers
  • Attitudinal segmentation
  • Interest in product concepts
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New Product Evaluation

  • Qualitative taste-testing and evaluation of in-development new products
  • Potential for category disruption
  • Exploration of proposed branding and nomenclature
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Rebranding and Packaging Testing

  • Testing and evaluation of existing vs. proposed logo, mascot and packaging designs
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Custom Secondary Research

  • Secondary “desk research” covering market landscape, consumption patterns and retail channels
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Consumer Behavior and Preferences

  • Nationwide surveys and interviews among consumers and business owners regarding purchase and consumption behaviour and preferences
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Risa Hamada

Senior Client Services Director

With a 20 year background in strategic planning on both the agency and client sides, Risa brings a wealth of experience to CarterJMRN projects. A graduate of Central Michigan University, majoring in Interpersonal Communications, Risa has moderated workshops and focus groups for product categories ranging from household products to diamonds. Her calm and understated manner helps encourage respondents to open up and give real insights. It is estimated that she has conducted over 3,000 focus groups since 1995.

r.hamada@the-carter-group.com