During Spring 2025, I completed a Marketing Research for Business Decisions course at the University of Georgia, where I collaborated with a team to identify a real-world business problem, conduct in-depth market research, and develop data-driven recommendations.

For this project, we analyzed the brand Celsius and identified a key challenge: increasing competition and declining appeal among college-aged consumers. Our objective was to understand the drivers behind this shift and uncover opportunities for Celsius to better connect with this critical segment.

To do so, we designed and distributed a Qualtrics survey and conducted multiple focus groups to gather primary research. We then applied statistical analysis using SPSS to evaluate our data, translating quantitative results into clear, actionable insights.

Based on these findings, we developed a strategic recommendation grounded entirely in research, aimed at helping Celsius improve relevance, attract new consumers, and strengthen its position within the college market.