Selected work / Market research
The case for a premium wipe
A market and customer-value analysis of DUDE Wipes Unscented, with a close look at what the available evidence can support.
The project in context
What I worked on, and why it matters.
Situation
DUDE Wipes Unscented competes against established and store-brand alternatives with similar fragrance-free and XL product claims.
Task
The assignment called for a company and product snapshot, a market and competitive review, a target-market recommendation, and a SWOT assessment supported by research.
Action
I took a lead role in researching and preparing the report. The analysis compared pack counts, sheet size, and normalized cost, and kept product-label claims separate from evidence of actual performance. The submitted report credits AI assistance for the CVA graphic and editing checks.
Result
The resulting six-page report made the premium-price challenge visible and identified ingredient-conscious routine users as a proposed primary segment. It also stated what remained uncertain, including comparative clinical performance and willingness to pay.
An important judgment call
Equal scores can be the more honest answer.
The report assigned each competitor the same 4 out of 5 score for skin-friendly formula claims. We found inconsistent ingredient analyses and no clinical comparison that justified ranking one product above another.
That decision matters to how I want to work: make the comparison useful, show the calculations, and be clear about where stronger evidence is still needed.
The research reflects the product observations and prices collected for the October 2026 assignment. Its scores are analytical judgments, rather than customer survey findings.
Original report · Appendix 1
Explore the actual work
Read the report
Select a thumbnail or use the arrows. Click the page to enlarge it. The PDF retains the source links.
Authorship: Team 125 submission. My contribution is described above, while the report remains credited to the team. Original references and the AI-use disclosure are included in the report.
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