Coca-Cola & Arca Continental
Consumer Switching Research & Brand Positioning Strategy
A company-funded consumer research study exploring why consumers switch away from Coca-Cola Original Taste in Texas and Oklahoma — and what the brand can do about it.
Consumer Research · Brand Strategy · Competitive Analysis · FMCG
The Brief
Arca Continental / Coca-Cola Southwest Beverages (CCSWB) commissioned this research to understand the behavioral and attitudinal drivers behind consumer switching from Coca-Cola Original Taste to functional beverages like Poppi, Olipop, and other better-for-you alternatives, particularly among consumers aged 18–55 in Texas and Oklahoma.
The Research Design
I designed and executed a mixed-method study combining secondary category analysis, competitive audit, and qualitative focus groups across three age cohorts: 18–29, 30–45, and 46–55. Each cohort received a tailored discussion guide addressing their specific relationship with Coca-Cola, health concerns, taste preferences, and functional beverage adoption.
I led all phases of the qualitative research: recruitment screening, discussion guide development, live moderation, and insight synthesis — analyzing themes around taste, guilt, health consciousness, and the symbolic weight of "switching away."
Eye-Tracking Analysis
The study incorporated eye-tracking data (TTFF, fixation count, dwell time) to evaluate visual attention to packaging, brand cues, and health claims across Coca-Cola, Poppi, Olipop, Pepsi, and Dr Pepper. The data revealed significant gaps in how Coca-Cola's packaging communicated versus how consumers processed health and ingredient claims from challenger brands.
Key Findings & Recommendations
Switching behavior was driven by a combination of health concern, guilt, and the perceived modernity of functional alternatives — not taste dissatisfaction. Strategic recommendations covered brand repositioning, packaging innovation (portion control formats), digital messaging strategy targeting health-conscious segments, distribution adjustments, and pricing to retain lapsed consumers and recruit younger drinkers.
My Role
Research lead. Responsible for study design, focus group moderation, eye-tracking analysis, insight synthesis, and final strategic recommendations delivered to Coca-Cola and Arca Continental stakeholders.