Optimum Sales – The acquisition of a new use for a product through market research information
Market studies provide us with a lot of information about the market we are targeting, the acceptance of the product we sell or want to sell, the consumption habits of our customers or consumers, and, in fact, they can open up new sales opportunities for new uses of the same product that had not been considered.
One of the most notable examples of this situation we propose is the discovery of Viagra as a medication that applies to the pathology of erectile dysfunction when a clinical trial was being conducted for a drug intended to improve the symptoms of angina pectoris. In these clinical trials, it was observed that it had the side effect of solving this issue for middle-aged men. Based on this finding provided in the clinical trial, which is essentially a market study applied to health, the strategic focus of the product was changed and the product was launched as a male therapy, achieving worldwide success.
In a market study we conducted for an energy drink brand, we obtained results that, at first glance, seemed interesting to us at least to the extent that they opened an additional consumption window that had not been considered until now.
We conducted the study in several Autonomous Communities, and in this post, we have reflected the disaggregated results for the Community of Madrid, which, due to its population size, is a national consumption benchmark.
We started the study by asking the people of Madrid about their sports habits.
The data we obtained were as follows:
1Do you play sports?
In this response, after the analysts’ clarification distinguishing aspirations from reality, we observe that there is a high percentage that practices sports.
Next, we delve a little deeper and ask about which sport the people of Madrid practice.
Although this data doesn’t surprise anyone, people who exercise in a gym and runners make up the bulk of the sports population in Madrid.
The next question we asked them was what type of drink they consumed while practicing sports, and here the results began to open new consumption windows for us.
20% of the respondents in Madrid stated that they consumed energy drinks when practicing sports, and 80% isotonic drinks.
We delved a bit deeper and established when they consumed each type of drink, so we could identify the levers for additional consumption.
From this data, along with what we obtained in the qualitative study, we were able to ascertain that a high percentage of athletes in Madrid, consume energy drinks prior to their training sessions as a supplement to enhance their performance in their sports preparation sessions.
Based on this data, and other additional information we obtained, we found that the new application of energy drinks was in enhancing sports performance, which is a different use from the original one, which was to provide stimulation to extend party nights, study sessions… or to endure workdays after party nights.
Without a doubt, market research helps you sell more, and Optimum accompanies you in this challenge. Contact us at
Optimum@optimumventas.es
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
