Poppi CockTails - Research
Poppi Cocktails
Poppi Cocktails is a product extension concept created for a MS Marketing analytics class in the Fall of 2024. For the assignment, we were required to produce a Choice Based Conjoint (CBC) survey and perform an analysis.
Design and Procedure
See the attached slides for an in-depth description of how the survey, the concept, and the procedure were created.
Sampling
We had 31 survey respondents who we were able to base our analysis on. We further broke this down and analyzed our population and sample as seen on the attached slide.
Measures: Warm-Up Questions
The attached slide shows the warm-up questions that we used to further understand our sample and their relation to alcohol and Poppi products.
Measures: Follow Up Questions
The attached slide shows the questions that were displayed after they completed the CBC questions. This helped to determine their demographics.
The final questions on the survey related to wellness and health. Since Poppi is advertised as a "better for you" and "gut health" product, we wanted to better understand what health benefits potential customers were looking for.
CBC Analysis
The attached slide shows the CBC results from our survey. From this data we were able to determine that the Hugo Spritz flavor was the most preferred while the Aperol Spritz was the least preferred. We found that Tito's was the most preferred brand of vodka with Ketel One as a close second and Absolut to be widely not preferred. A glass bottle was preferred over an aluminum can and the price of $12.99 for a pack of 4 was the most preferred price.
CBC Analysis as shown on Jamovi
This Jamovi simulation shows customer preference based on the results from the survey. The next slide shows an explanation for the graph.
CBC Analysis 2
This next simulation was used to determine customer preference and the impact that different combinations of material, brand of vodka, and cocktail flavor would have on consumption.
