Students in the Master of Science in Marketing program at the Sam M. Walton College of Business recently wrapped up a semester of research and data analysis, presenting strategic recommendations to the Liquid I.V. team for an offering for Walmart.
As part of MKTG 54303 (Consumer and Market Research) taught by Leah Smith, Assistant Professor in the Department of Marketing & Transportation, students analyzed Liquid I.V.’s products and target audience to determine how best to position the brand for success within Walmart. Liquid I.V., a powdered hydration brand acquired by Unilever in 2020, is available online and in over 40,000 retail locations in the United States.
To develop their recommendations, students conducted qualitative and quantitative primary research. They led focus groups, conducted surveys, and analyzed the resulting data. They then translated their findings into actionable marketing strategies and presented their insights to the Liquid I.V. team. Two representatives attended the presentations in person, while additional brand executives joined from Los Angeles via Zoom.
Steven Wolf, Liquid I.V.’s Senior Director of Sales - Mass Channel, praised the students’ work following the presentations.
“The insight, creativity, and professionalism in their presentations was next-level. These students didn’t just deliver research; they brought sharp, actionable, and innovative recommendations that any brand would be thrilled to implement.”
This project reflects the hands-on focus of the Master of Science in Marketing program, which emphasizes customer-focused innovation and data-driven decision-making. Through immersive experiences like this, students gain practical insight into the challenges brands face in today’s rapidly evolving marketplace.
Smith praised her students’ work at the conclusion of the project.
“They did a great job presenting their findings and recommendations this week. I’m so proud of the progress they’ve made throughout the semester.”
Students also valued the opportunity to apply their classroom learning in a real-world setting. Master of Science in Marketing student Dallis Bryant said the experience deepened her understanding of market research.
“Doing this project has taught me so much about the research process of getting products out there to consumers. Truly a great project I have done this semester and learning marketing research from the best!”
Jenni Wiltz is the Content Writer and Communications Assistant for Graduate Programs
and Research. She writes feature articles and press releases to promote the work of
students, faculty, and staff. Prior to Walton College, she worked as a Marketing Content
Manager for a financial planning and wealth management firm.
