During my time at ArchPoint Group, I led two research initiatives for the firm’s largest client, Ricos Nachos. These projects focused on assessing the potential need for a healthier nacho cheese alternative and evaluating whether increased consumer education around the brand’s diverse cheese dip offerings would drive greater engagement. I conducted in-depth competitor analysis alongside primary research to gather both quantitative and qualitative insights. After analyzing the data, I delivered research-backed recommendations addressing the initial business questions and proposed forward-thinking, creative strategies the brand could leverage to strengthen its positioning and future growth.