Customer opinion, awareness, and affinity to a brand is crucial to a brand’s success, especially when it comes to B2C (business to consumer) brands.

What does your customer like about your products and services? What don’t they like? How can you turn casual customers into loyal, repeat customers? How can you turn them into ambassadors?

These are some of the questions Booster Juice wanted to answer, when they enlisted Johnston Research to conduct a qualitative research assessment for the company in 2016.

Booster Juice is Canada’s largest chain of fresh juice and smoothie bars, but in an increasingly competitive market, it wanted to be proactive with its marketing and communications, and ensure it had a comprehensive understanding of its customers’ perceptions about the brand.

Johnston Research ran four focus groups with individuals between the ages of 16 and 54, who have enjoyed Booster Juice products in the past and/or would consider purchasing Booster Juice products in the future.

Research explored the respondent’s opinions on several different topics including Booster Juice brand perception, current products, customer purchasing habits, taste tests, menu design, marketing tools, opinion on pricing, and even cup style (which customers had a lot to say about!)

The information gathered by Johnston Research aided Booster Juice in understanding the strengths and weaknesses of the overall Booster Juice customer experience, and ultimately helped direct the company’s marketing and communications, and even product offering itself.