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Sweat, Snacks
& Satisfaction
A leading Sports Energy
Brand, known for its high-
performance beverages,
aimed to expand its product
line-up in the massive US
market.
To ensure a successful launch, they
needed a deep understanding of
American consumers'
within the sports energy category.
Protein consumption
habits
Triggers and
barriers to use
Unmet needs
Business
Challenge
Solution
Jasper Colin was brought on board to conduct a qualitative research study.
Our approach focused on in-depth exploration of consumer behavior:
Target Audience Identification
We segmented potential and existing
protein users in the US market based on
demographics, activity levels, and protein
consumption habits.
In-Depth Interviews
Jasper Colin conducted one-on-one interviews with
individuals from each segment. These interviews delved
into motivations, buying habits, and pain points related to
protein consumption.
Focus Groups
We facilitated focus groups to foster discussion and
uncover shared experiences among protein users. These
sessions allowed for identifying trends and group
dynamics surrounding protein consumption.
APPROACH
We employed a multi-method qualitative research approach:
Ethnographic
Observation
Social
Listening
Perceptual
Mapping
In some cases,
researchers conducted
observational studies at
gyms and sporting
events, observing protein
consumption behavior in
natural settings.
We analyzed online
communities, forums,
and social media
platforms to understand
consumer sentiment
towards protein products
and emerging trends.
We created perceptual
maps to visually
represent how
consumers categorized
existing protein products
based on key attributes.
BUSINESS IMPACT
Product Innovation
The brand developed new protein product
lines that addressed unmet needs.
Targeted Marketing & Communication
Understanding triggers and barriers allowed for
targeted communication strategies.
Entering the Right Market Segments
The research identified specific US demographics with the
highest growth potential, allowing the brand to prioritize
marketing efforts and distribution channels effectively.
Increased Market Share
Within a year, the brand captured a 9% market
share in the US protein supplement category.
Sweat, Snacks & Satisfaction- Insights into US Protein Habits.pdf

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Sweat, Snacks & Satisfaction- Insights into US Protein Habits.pdf

  • 2. A leading Sports Energy Brand, known for its high- performance beverages, aimed to expand its product line-up in the massive US market. To ensure a successful launch, they needed a deep understanding of American consumers' within the sports energy category. Protein consumption habits Triggers and barriers to use Unmet needs Business Challenge
  • 3. Solution Jasper Colin was brought on board to conduct a qualitative research study. Our approach focused on in-depth exploration of consumer behavior: Target Audience Identification We segmented potential and existing protein users in the US market based on demographics, activity levels, and protein consumption habits. In-Depth Interviews Jasper Colin conducted one-on-one interviews with individuals from each segment. These interviews delved into motivations, buying habits, and pain points related to protein consumption. Focus Groups We facilitated focus groups to foster discussion and uncover shared experiences among protein users. These sessions allowed for identifying trends and group dynamics surrounding protein consumption.
  • 4. APPROACH We employed a multi-method qualitative research approach: Ethnographic Observation Social Listening Perceptual Mapping In some cases, researchers conducted observational studies at gyms and sporting events, observing protein consumption behavior in natural settings. We analyzed online communities, forums, and social media platforms to understand consumer sentiment towards protein products and emerging trends. We created perceptual maps to visually represent how consumers categorized existing protein products based on key attributes.
  • 5. BUSINESS IMPACT Product Innovation The brand developed new protein product lines that addressed unmet needs. Targeted Marketing & Communication Understanding triggers and barriers allowed for targeted communication strategies. Entering the Right Market Segments The research identified specific US demographics with the highest growth potential, allowing the brand to prioritize marketing efforts and distribution channels effectively. Increased Market Share Within a year, the brand captured a 9% market share in the US protein supplement category.