Our focus group highlighted that people had opinions about the product and the brand. Some people had strong negative associations with Red Bull and others leaned towards indifference but the participants were vocal about their feeling towards energy drinks and Red Bull’s marketing as a whole.
The focus group was not enough for us to have a well rounded understanding of the overall perception college students have on the brand.
We had to dig deeper.
Our second round of primary research involved an ethnographic study. We each examined how people behave when buying, looking at and drinking Red Bull. In my job as a Student Marketeer, I conduct ethnographic research constantly when sampling the product by observing insights I notice when interacting with consumers. I take note of comments regarding flavors, caffeine levels, consumption levels, and overall familiarity with the product.
A key insight I found during this stage of research was the distinct association college students have between the product and a certain occasion.