As part of my Marketing Research course at VCU's Brandcenter, I joined a team to provide insights and analysis on the auto care appearance industry for Armor All. As part, we performed in-person and remote qualitative research to identify and resolve points of conflict throughout a consumer’s purchasing process, particularly among young and new car owners.

 

This included in-store consumer observations and interviews, one-on-one eCommerce shadowing, and intensive focus groups. As part of this research, we found such matters as convenience and urgency to be of top priority to this untapped consumer base. In turn, we made recommendations to:

 

(1) expand their social media presence through influencer partnerships

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(2) updating point of sale displays to emphasize convenience 

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(3) modify corporate culture to prioritize SEO on eCommerce channels

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View our completed slide deck below!