Red Bull

Consumer Research

Role: Market Manager

the story.

Being able to create an authentic connection to consumers in a locally relevant way is all that brands can dream of and thus, Campus Research was born.

Campus Research was a digital survey and analysis tool that was executed on college campuses across the country in order to gain market-specific insights around:

• Pick-me-up habits

• Energy drink habits

• Consumption Occasions (i.e. pre/post work out, study, party etc)

• Brand attributes

• Media consumption

• Shopping habits

Ultimately, the insights gained would allow us to strategically create campus-specific plans, tailored directly to those consumers habits, needs and wants. This would allow Red Bull to activate in a way that had not been done previously in order to ultimately win over students and ensure mental and physical availability of the brand and product.

summary.

As the Market Manager, I oversaw the execution and analysis of 700-1,000+ surveys per semester between 2015 and 2018 across the schools in the Southern New England market.

Worked directly with HQ team to create market-specific roll ups to that could be easily digested by our Student Brand Managers at each school, empowering them to work with their manager (me!) to strategically plan each semester of activations.