All Nutrition: Focus Group Research for Market Segmentation

What research will be most valuable as Chilean nutritional supplement company All Nutrition/Nutraline seeks to deepen understanding of its customer base?

Kamel Jedidi, Robert J. Morais  | Fall 2019
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THE JEROME CHAZEN CASE SERIES

Cesar and Marco Esposito and Francisco Caceres, co-founders of the 14-year-old Chilean-based nutritional supplement company All Nutrition/Nutraline, are seeking to deepen their understanding of customers’ behavior and buying patterns. After preliminary discussions with the sales force and in-store interviews with customers, they determined that well designed focus groups targeting sports nutrition customers would be an important first step in helping them to be “more in touch” with customers. This case describes the design, implementation, and analysis of the information gathered from these groups—and asks students to determine what kind of quantitative research would further deepen their understanding of who their customers are, how to segment them, and how to work with each of the segments.

Case ID: 200501

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