Sports Drink Brand Loyalists

Audience:

Our research study required individuals aged 18-35 who regularly consumed a specific brand of sports drink known for its unique formulation and health benefits. These consumers participated in qualitative IDIs to understand the factors influencing their choice, usage patterns, and brand perceptions.

Our Approach:

The primary challenge was locating and engaging individuals who were not only sports drink consumers but were also loyalists to the brand. We implemented a targeted recruitment strategy with on-site interceptors at sporting events and gyms. This approach enabled us to directly engage with the brand's core consumer base in environments where their product usage was highly likely. 

Number of interceptors deployed: 5
Number of completed surveys: 270

How long they were deployed for: 5 days

Result:

We successfully recruited n = 20 sports drink consumers within 5 days of launch

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