See the Bigger Picture. Make Smarter Moves.
Sample Case Study
Refreshing Clarity
Mapping Market Position for a Challenger Soft Drinks Brand
This case study is fictional, however demonstrates the types of outcomes our research approach delivers for our wide range of clients
Brand & Market Landscape Research
See the Bigger Picture. Make Smarter Moves.
Client: Challenger Soft Drinks Brand
Sector: Food & Beverage
Market: United Kingdom
Service Focus: Brand & Market Landscape Research; Survey Design & Deployment; Audience Segmentation
The Challenge
Amid growing consumer interest in healthier beverages and functional ingredients, a challenger soft drinks brand sought to understand its place in the evolving market. While early adoption was promising, the team lacked a clear view of:
-
Their brand position relative to major competitors and disruptors
-
Emerging category trends and shifting consumer preferences
-
The audiences most likely to drive growth in the next 12–24 months
-
How to evolve messaging to differentiate in a saturated shelf environment
Our Approach
We deployed a one-off brand & market landscape study to deliver a full strategic snapshot.
1. Survey Design & Deployment - more info
-
Built a bespoke 25-question study aligned to category trends and brand strategy
-
2,000 nationally representative respondents, with sample boosts for younger health-conscious adults
2. Brand Positioning Mapping - more info
-
Measured brand awareness, consideration, trial, and key attribute associations
-
Plotted the brand’s competitive position across dimensions like taste, health, and sustainability
3. Category Trends & Attitudes - more info
-
Uncovered emerging consumer needs: gut health, natural ingredients, low/no sugar preferences
-
Identified whitespace areas where the brand could lead
4. Audience Segmentation - more info
-
Used attitudinal and behavioural clustering to identify high-potential segments
-
Developed clear personas to inform comms, retail targeting, and innovation
The Challenge
Amid growing consumer interest in healthier beverages and functional ingredients, a challenger soft drinks brand sought to understand its place in the evolving market. While early adoption was promising, the team lacked a clear view of:
-
Their brand position relative to major competitors and disruptors
-
Emerging category trends and shifting consumer preferences
-
The audiences most likely to drive growth in the next 12–24 months
-
How to evolve messaging to differentiate in a saturated shelf environment
Our Approach
We deployed a one-off brand & market landscape study to deliver a full strategic snapshot.
1. Survey Design & Deployment - more info
-
Built a bespoke 25-question study aligned to category trends and brand strategy
-
2,000 nationally representative respondents, with sample boosts for younger health-conscious adults
2. Brand Positioning Mapping - more info
-
Measured brand awareness, consideration, trial, and key attribute associations
-
Plotted the brand’s competitive position across dimensions like taste, health, and sustainability
3. Category Trends & Attitudes - more info
-
Uncovered emerging consumer needs: gut health, natural ingredients, low/no sugar preferences
-
Identified whitespace areas where the brand could lead
4. Audience Segmentation - more info
-
Used attitudinal and behavioural clustering to identify high-potential segments
-
Developed clear personas to inform comms, retail targeting, and innovation
Our Approach
We deployed a one-off brand & market landscape study to deliver a full strategic snapshot.
1. Survey Design & Deployment - more info
-
Built a bespoke 25-question study aligned to category trends and brand strategy
-
2,000 nationally representative respondents, with sample boosts for younger health-conscious adults
2. Brand Positioning Mapping - more info
-
Measured brand awareness, consideration, trial, and key attribute associations
-
Plotted the brand’s competitive position across dimensions like taste, health, and sustainability
3. Category Trends & Attitudes - more info
-
Uncovered emerging consumer needs: gut health, natural ingredients, low/no sugar preferences
-
Identified whitespace areas where the brand could lead
4. Audience Segmentation - more info
-
Used attitudinal and behavioural clustering to identify high-potential segments
-
Developed clear personas to inform comms, retail targeting, and innovation
What Made the Difference
-
Category-first lens clarified where the brand sat and where it could win
-
Segment profiling gave immediate direction for comms and targeting
-
Cross-comparison of brands made whitespace opportunities crystal clear
-
Fast turnaround from survey to insight enabled rapid commercial action
Our Approach
We deployed a one-off brand & market landscape study to deliver a full strategic snapshot.
1. Survey Design & Deployment - more info
-
Built a bespoke 25-question study aligned to category trends and brand strategy
-
2,000 nationally representative respondents, with sample boosts for younger health-conscious adults
2. Brand Positioning Mapping - more info
-
Measured brand awareness, consideration, trial, and key attribute associations
-
Plotted the brand’s competitive position across dimensions like taste, health, and sustainability
3. Category Trends & Attitudes - more info
-
Uncovered emerging consumer needs: gut health, natural ingredients, low/no sugar preferences
-
Identified whitespace areas where the brand could lead
4. Audience Segmentation - more info
-
Used attitudinal and behavioural clustering to identify high-potential segments
-
Developed clear personas to inform comms, retail targeting, and innovation
What Made the Difference
-
Category-first lens clarified where the brand sat and where it could win
-
Segment profiling gave immediate direction for comms and targeting
-
Cross-comparison of brands made whitespace opportunities crystal clear
-
Fast turnaround from survey to insight enabled rapid commercial action
The Results
-
🧊 Brand positioned strongly on “Natural” and “Refreshing”, but lagged on “Functional” and “Innovative”
→ Action: Repositioned messaging to highlight added health benefits and ingredient innovation -
🎯 Identified 3 priority audience segments, representing 58% of future category spend
→ Action: Developed creative briefs and targeted media plans based on these segment insights -
📉 Major competitor seen as more modern and lifestyle-driven
→ Action: Refreshed brand assets and explored influencer partnerships to boost relevance -
📊 Low awareness in convenience channel shoppers, despite high trial conversion
→ Action: Activated targeted in-store and sampling campaigns in forecourts and local grocers
The Results
-
🧊 Brand positioned strongly on “Natural” and “Refreshing”, but lagged on “Functional” and “Innovative”
→ Action: Repositioned messaging to highlight added health benefits and ingredient innovation -
🎯 Identified 3 priority audience segments, representing 58% of future category spend
→ Action: Developed creative briefs and targeted media plans based on these segment insights -
📉 Major competitor seen as more modern and lifestyle-driven
→ Action: Refreshed brand assets and explored influencer partnerships to boost relevance -
📊 Low awareness in convenience channel shoppers, despite high trial conversion
→ Action: Activated targeted in-store and sampling campaigns in forecourts and local grocers
What Made the Difference
-
Category-first lens clarified where the brand sat and where it could win
-
Segment profiling gave immediate direction for comms and targeting
-
Cross-comparison of brands made whitespace opportunities crystal clear
-
Fast turnaround from survey to insight enabled rapid commercial action
Unlock a 360° view of your brand's position, category dynamics, and consumer perceptions - powered by AI-enhanced research tools
From AI-powered question optimisation to targeted deployment, we turn data collection into strategic advantage
Expertly designed surveys, seamlessly deployed to engage your target consumers wherever they are
Category & Competitor Mapping
Map the full competitive landscape to identify category leaders, fast-growing disruptors, and emerging challengers. See how your brand is positioned relative to others — and where the whitespace or saturation lies.
Brand Health Tracking
Track key brand metrics over time — including awareness, consideration, usage, loyalty, and emotional connection. Understand how your brand is evolving, what’s driving growth, and where risks may be emerging.
Consumer Perception Audits
Explore what consumers truly think and feel about your brand and competitors. Uncover the emotional and functional drivers behind affinity, preference, and rejection — helping you fine-tune positioning and messaging.
Trend & Culture Scanning
Track emerging shifts in values, behaviours, and expectations that are shaping your category. Stay ahead of evolving consumer needs — from sustainability to wellness to digital adoption.
Purchase Drivers & Barriers
Identify what matters most in the decision-making process — price, convenience, brand values, product features — and what’s stopping consumers from choosing you.
Segment-Specific Insights
Understand how brand perceptions and behaviours differ across segments — from lapsed users and loyal customers to Gen Z, families, or high-value audiences.
What We Offer
How It Works
We begin by understanding your business context: what you need to learn, why it matters, and how the insights will be used.
01 - Define & Objectives
We determine the best approach to get to the heart of the challenge — from surveys and segment profiling to cultural scanning, competitor mapping, or social listening. Often, we blend methods to give both breadth and depth.
02 - Insight Framework Design
We collect high-quality, targeted data through custom research and enrich it with third-party sources where needed to provide context and validation.
03 - Gather & Enrich Data
We analyse the data to reveal patterns, behaviours, and attitudinal drivers. AI-powered tools help surface hidden insights in open text or large data sets — while our team connects the dots across segments, markets, and time.
04 - Uncover Patterns & Themes
We turn data into narrative — highlighting what’s changing, why it matters, and what it means for your brand. Reports are structured to tell a story: from insight headlines to implications and activation ideas.
05 - Story Building
Every project concludes with clear, business-ready recommendations — whether that’s identifying high-potential audiences, refining your value proposition, reshaping your media mix, or unlocking whitespace for innovation.
06 - Deliver Strategic Guidance
Want to see what else we offer?
See More
Why Choose Us?
AI-Augmented Insights
AI helps us analyse survey data faster and smarter - surfacing key patterns so our experts can focus on the ''why'' behind the numbers.
Custom Research Frameworks
No templates. We build each survey around your specific goals - whether you're tracking brand health, profiling audiences, or testing ideas.
Lower Costs, Higher Efficiency
AI automation reduces manual work, improves speed, and cuts costs - allowing us to offer high-quality research at more competitive pricing
Sector Specific Expertise
We tailer each survey to your market context - ensuring questions, language, and insights reflect the realities of your consumers and category.
Data with Direction
Every insight leads to action. We connect survey findings directly to your business decisions - from brand strategy to innovation.
Why Choose Us?
AI-Augmented Insights
AI helps us analyse survey data faster and smarter — surfacing key patterns so our experts can focus on the "why" behind the numbers.
Custom Research Frameworks
No templates. We build each survey around your specific goals — whether you're tracking brand health, profiling audiences, or testing ideas.
Lower Costs, Higher Efficiency
AI automation reduces manual work, improves speed, and cuts costs - allowing us to offer high-quality research at more competitive pricing
Sector-Specific Expertise
We tailor each survey to your market context — ensuring questions, language, and insights reflect the realities of your consumers and category.
Data with Direction
Every insight leads to action. We connect survey findings directly to your business decisions — from brand strategy to innovation.
Explore AI+
Wonderix utilises AI+ across all of our services to ensure research, methodologies and samples are efficient, cost-effective, reduced risk and deliver robust actionable results
Explore AI+
Wonderix utilises AI+ across all of our services to ensure research, methodologies and samples are efficient, cost-effective, reduced risk and deliver robust actionable results
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