How Gatorade's Lifetime User Study created invaluable insights

15 Nov 2021
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How Gatorade's Lifetime User Study created invaluable insights

How Gatorade's Lifetime User Study created invaluable insights

15 Nov 2021
About the speaker
  • Doug Healy
    Doug Healy
    Senior Director , Consumer Insights - Gatorade at PepsiCo
    Doug Healy is currently the Senior Director of Consumer Insights for Gatorade. In this role, he leads a team that identifies the qualitative and quantitative narratives within consumer behavior that influence the brand’s innovation strategy, trade activity, and pricing strategy. Joining Gatorade in 2017, Doug works across the Gatorade business unit to help bring a deeper empathetic understanding of the consumer. He is also heavily involved in creating unique plans of action for the brand, playing a critical role in the development of Gatorade’s new sugarless alternative to Gatorade Thirst Quencher, Gatorade Zero.

Key takeaways

"I want to understand the barriers and opportunities for a lifetime of people"

Tracking lifetime milestones in user study enabled the brand to identify which events in an individual's life have the most positive impact upon consumption, which milestones are powerful volume contributors for long-term performance and how to anticipate future trends.