Targeting Single Consumers: Insights from Beverage Preference Analysis (Full Transcript)

Speaker 1: Tableau project is for my marketing research class. Today I'm analyzing a data set about the preferred beverages across a variety of demographic groups. And specifically for this project, I will be analyzing as if I were a company trying to sell flavored sparkling water. With that in mind, we can see that tap water is actually the number one preferred daily beverage, whereas flavored sparkling water is pretty low on the totem pole. This means that if I were a company trying to sell flavored sparkling water, I need to sell to a very specific niche group who would actually drink it every single day. With that in mind, I'm gonna try to identify what that group would be. Moving in from a geographic perspective, I would probably try to sell to the states of Louisiana, Mississippi, and Georgia, primarily just because they are the ones that have the highest number of beverages per day. And then looking at more specific demographics, we can see, first of all, that women in general just drink a higher number of beverages per day. So if I were this company, I would likely focus on women. And then we also notice that widowed and married women drink the highest number of beverages per day. So following this logic, I would likely offer watermelon as my flavor of choice if I were this company. However, if we get a little bit more specific with this, we see that widowed and married women actually don't drink much sparkling flavored water at all. In fact, widowed women only drink tap water, so they're really not the group that we should be targeting. A more deep analysis kind of reveals that single men and women actually are the biggest drinkers of flavored sparkling water, which means that although they may not be drinking the highest number of beverages per day, they are the ones that primarily drink flavored sparkling water. So they should be the ones that we are actually focused on. Now, with this new perspective in mind, you would try to select a new flavor that you would try to sell as your top seller. Again, we originally focused on watermelon, but that's really not the top seller for single men and women. However, custom has the highest percentage of single men and women wanting this as their favorite flavor. It's also an added bonus that the majority of women from this chart also selected custom, so you know that it would be a hit even if they're not a single woman purchasing it. With this in mind, we can kind of figure out why people purchase the product that they do. And across the board, single men and women say that they chose a product that had convenient packaging, second place being hydration. So that means that if I were trying to sell this product to our target group, which is single women primarily, because again, women drink more beverages per day, I would say that this product is something that you can customize to fit your dietary needs and your lifestyle. And best of all, it comes in a convenient sleek package that you can take everywhere you go, even when you're at work, whether you're exercising, it's something that you can use every single day. So this kind of all comes together in the interactive dashboard. If I go ahead and click on single women, this kind of just, again, summarizes everything I've already said previously. We see that their favorite flavor of sparkling water is custom. We also see that, again, women generally prefer watermelon, but again, because we're looking at a specific group here, custom is the flavor that we wanna choose to focus on. And once again, we see that refreshment and convenient packaging is the number one reason that single women purchase a product. And that concludes my presentation today. Thank you.