The problem
Would students want Red Bull in a packet?
We explored a hypothetical caffeinated powder that students could mix with water. It would be easy to carry, but we needed to learn whether students would actually want to try it.
The research
Ask students about their habits and concerns.
We combined secondary research with 9 interviews and a survey. Of 145 survey responses, 127 were usable. The students were mainly from Marquette and the Milwaukee area, so the findings did not represent all college students.
The insight
Convenience mattered. Taste was the concern.
Students liked the idea of a portable drink, but worried about taste, residue, and aftertaste. Price, availability, and caffeine content also mattered. We saw a reason to offer samples before expecting people to buy.
The solution
Let students try it, then make it accessible.
We recommended campus sampling, student ambassadors, and stores near campus to reach regular caffeine users. We also proposed social promotion and a price of $1-$1.25 per packet. That price was a recommendation, not a tested result.
The outcome
Recommendations and a clear next step.
We delivered a research report with product, pricing, retail, and promotion recommendations. This was a hypothetical concept, not a product launch. A broader survey and actual taste testing would be needed before moving forward.