Siptual

As part of the MS Marketing curriculum at the University of Cincinnati's Lindner College of Business, Jessica’s team conducted an in-depth qualitative research study on how consumers perceive, engage with, and emotionally respond to wine.

Through a combination of observational techniques and consumer interviews, the team uncovered patterns in behavior, emotional associations, and sensory perceptions tied to wine selection and consumption.

These findings were synthesized into actionable insights and strategic recommendations, culminating in the conceptualization of SIPTUAL—an innovative wine CPG mockup designed to align with evolving consumer preferences and highlight opportunities for differentiation in the market.