J2O - maintaining momentum
Market research
Our Insight team undertook a detailed review of J2O's performance in the marketplace, which included analysing EPOS data from our major customers - all the big supermarkets - as well as other outlets such the pubs and clubs that sell J2O.
The research told us how many outlets were stocking J2O, how much each one was selling and at what price.
The next step was to focus on our consumers. We needed to check out how they perceived J2O, when and why they were buying it and whether there was anything we could do to increase its popularity even further. To help us to do this, our consumer insight team commissioned a market research company to conduct a major Usage and Attitudes Study (U&A) on our behalf.
To ensure the survey provided an accurate reflection of the views of the population as a whole, the sample of people interviewed needed to be big enough to be reliable and statistically robust.
In J2O's case, we used a relatively large sample of 2,000 respondents.
Following normal practice, the respondents were recruited by a specialist company, and offered a small reward for taking part.
People working in the drinks industry, marketing, research or similar professions were screened out, as their 'inside view' of the business might have influenced their answers.
