Exploring New Markets: Salsa MMR Study Objectives
A high-quality food brand engaged MMR Strategy Group to perform marketing research studies and consult on the potential expansion of its salsa line. MMR measured market sizing, consumer awareness and attitudes, and purchase behavior, and identified market segments to determine the most appropriate audiences, the most effective messaging relating to the parent brand, and geographic locations in which to expand their product.
Survey Modes and Methodologies
MMR Strategy Group designed and conducted telephone surveys and online surveys of salsa customers. The online survey included 1,608 recent purchasers of our client’s products; 790 purchased the salsa and 818 purchased another product. The research objective of the online survey was to measure awareness of the salsa in relation to the brand. That is, our client needed to know if consumers purchased their salsa due to brand allegiance, or if other preferences guided purchasing decisions. The online survey targeted respondents who purchased salsa in the prior three months, lived in target geographies, were 18-65 years old, and lived in a household making $35,000 a year or more.
MMR also conducted 12 one-on-one, in-depth phone interviews of recent purchasers of the brand’s products, including salsa, in which we asked about the brand and its salsa. The interviewers asked why they purchased, if it was because of the brand, if they had heard of the brand, how often they purchased the brand, and the brands they purchase most often. Respondents’ demographics included ages 21-64, a household income of above $40,000, and locations in the Albuquerque, Des Moines, Denver, Phoenix, Kansas City, or Portland, Oregon markets. MMR delivered research segmented between heavy, medium and light users of salsa, purchasers and non-purchasers of the brand, geographic comparisons, and additional insights derived from the surveys.
What Marketing Moves Should This Salsa Make?
Survey-derived insights, whether qualitative or quantitative, bring precision to our clients’ expansion plans. Beyond consumer behavior and preferences, accurate surveys give you more information about your demographics, and how to communicate your product value in a way that converts to purchases most effectively. In some instances, our research yields more than we initially studied. We deliver that value as well, whether it relates to packaging, price, or positioning. MMR Strategy Group delivered marketing research that informed this brand’s ability to move confidently into new markets.