Nunwood said the research aimed to gauge consumer opinion of different soft drinks and packaging types in different drinking environments, as well as current consumer trends.
Britvic was earlier this year stung by the rapid consumer shift away from fizzy drinks to various non-carbonated beverages, especially juice and bottled water.
The maker of Tango and Robinsons said profit after tax for the first half of 2006, ending 16 April, slipped to £6.5m (€9.49m) compared to last year's first-half result of £9.6m. Total branded revenue also fell five per cent.
The new consumer research is the latest sign Britvic is working hard to catch up with the UK's changing soft drinks market.
"What we are looking at first of all is consumer perceptions and what they want from soft drinks now," said a Britvic spokesperson to BeverageDaily.com.
He declined to comment on new soft drinks concepts Britvic had in mind, but added the group saw a market split between health and indulgence, with consumers increasingly willing to treat themselves with less healthy food and drink at weekends.