MEJO 379 - Advertising & Public Relations Research
Nightcap brand research
Over the course of the semester, our student research team took a deep dive into NightCap, a drink-spiking prevention company. We chose this brand because of its direct relevance to college students—our primary audience and participant pool.
We kicked things off with a secondary research phase, compiling a company profile, SWOT analysis, and literature review to frame our approach. Our original hypothesis explored NightCap’s limited visibility among ACC college students due to a lack of targeted collaborations.
To test this, we rolled up our sleeves and gathered primary data through:
Qualitative methods: focus group, in-depth interview, and ethnographic observation
Quantitative method: online survey
Our final insights were both surprising and strategic:
Promotional events weren’t driving engagement—free stuff only goes so far!
The product design lacked discretion—a scrunchie cover isn’t exactly subtle or universally stylish.
Male students felt left out—there was a noticeable gap in inclusive marketing.
From there, we proposed actionable strategies like more discreet or trendy product designs, gender-inclusive marketing, and reimagined brand partnerships. Through this project, I strengthened my skills in data collection, analysis, and creative problem-solving.